Category
Lifestyle
Assisted Choices
Trend cluster
Category
Fragrant
IPA
Fruity pale ales satisfy craft beer fans looking to play up citrusy hops.
2.1
Trend score
Trend
What is the Fragrant IPA trend?
Fragrant IPA: Craft beer producers are satisfying connoisseurs already accustom to more complex ales by creating fruity IPAs brewed with real produce in order to play up the citrusy characteristics, aroma and flavor of hops such as Cascade and Citra. This progression highlights the fast-accelerating taste preferences of craft beer fans given the large variety of options being made available from independent brewers all producing their own interpretations of regional ingredients.
Trend themes
Themes within the Fragrant IPA trend
Three behaviours holding the trend together01
Fruity IPAs
Craft beer producers are creating fruity IPAs brewed with real produce to play up the citrusy characteristics, aroma and flavor of hops, satisfying fast-accelerating taste preferences of craft beer fans.
02
Fantasy-Inspired Beer
Breweries are creating limited-edition beer products inspired by fantasy literature to celebrate new productions, leading to creative ingredient combinations that appeal to consumers' adventurous spirit.
03
Multi-Lingual Branding
Beverage companies are embracing multi-lingual branding to connect with audiences in new markets, offering sleek packaging and labeling in both English and local languages to better suit the globalized world.
Industry implications
What the Fragrant IPA trend means for industry
Where the trend changes the playbookFor
Beer Brewing Industry
From fruity IPAs to yuzu pale ales, breweries can satisfy fast-accelerating taste preferences of craft beer fans and appeal to their adventurous spirit by experimenting with unique and unexpected ingredient combinations.
For
Entertainment Industry
Limited-edition beer products inspired by fantasy literature can help brands align with new productions and offer creative ingredient combinations that appeal to consumers' emotions and sense of adventure, presenting opportunities for co-branded marketing efforts.
For
Beverage Packaging and Labeling Industry
As beverage companies seek to better serve diverse globalized markets, multi-lingual branding offers a way to establish a strong market presence and connect with consumers on a more personal level, providing opportunities for creative packaging and labeling designs.
Workshop question
What most beloved aspect of your product can you accelerate in order to satisfy your most discerning customers?
Trend signals
Trend signals for Fragrant IPA
Trend score 2.1 out of 10, from popularity 24%, activity 31%, freshness 8%.
Popularity24%
Activity31%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Fragrant IPA trend
5 featured examples from Jan 22, 2016 to Jul 13, 2017CategoryLifestyle
Multi-Lingual Beer Branding
Bionic Brew Features Playful, Futuristic Branding
Disruptive innovation opportunity: Introduce multi-lingual labeling and packaging concepts to differentiate products in the competitive beverage industry.
CategoryLifestyle
Fantastical Literature Beers
Tink's Tiny Batch is a New Beer Product Inspired by Peter Pan
Craft breweries can seize the opportunity to create limited-edition beers inspired by popular literature to cater to niche markets and boost brand loyalty.
CategoryLifestyle
Yuzu Pale Ales
Insight Garden Brewery's Range Includes a Japanese-Inspired Craft Beer
The craft brewing industry can explore incorporating globally-inspired flavors and ingredients, such as yuzu, to attract adventurous beer enthusiasts and differentiate their offer…
CategoryLifestyle
Tropical Pineapple Beers
This Fruity IPA is Made with an Unusually Sweet Ingredient
Craft breweries can take advantage of the fruit-infused beer trend by creating their own unique flavor combinations.
CategoryMarketing
Citrus-Based IPAs
Adnams Brewery's Grapefruit IPA is Perfect for the Summer
Craft breweries can explore different citrus-based IPAs to attract customers and offer a refreshing twist to their beer lineup.
