# Fragrant IPA Fruity pale ales satisfy craft beer fans looking to play up citrusy hops. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Jul 4, 2017 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/fragrant-ipa ## Key Figures - Trend score: 2.1/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Jan 22, 2016 to Jul 13, 2017 - Published: Jul 4, 2017 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Experience](https://www.trendhunter.com/megatrend/experience), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Fragrant IPA trend ### 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. ### 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. ### 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. ## What the Fragrant IPA trend means for industry ### For 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 for Fragrant IPA Trend score 2.1 out of 10, from popularity 24%, activity 31%, freshness 8%. - Popularity: 24% - Activity: 31% - Freshness: 8% ## Examples of the Fragrant IPA trend 5 featured examples from Jan 22, 2016 to Jul 13, 2017. - [Multi-Lingual Beer Branding](https://www.trendhunter.com/trends/bionic-brew): Bionic Brew Features Playful, Futuristic Branding (Category: Lifestyle) Implication: Disruptive innovation opportunity: Introduce multi-lingual labeling and packaging concepts to differentiate products in the competitive beverage industry. - [Fantastical Literature Beers](https://www.trendhunter.com/trends/beer-product): Tink's Tiny Batch is a New Beer Product Inspired by Peter Pan (Category: Lifestyle) Implication: Craft breweries can seize the opportunity to create limited-edition beers inspired by popular literature to cater to niche markets and boost brand loyalty. - [Yuzu Pale Ales](https://www.trendhunter.com/trends/insight-garden): Insight Garden Brewery's Range Includes a Japanese-Inspired Craft Beer (Category: Lifestyle) Implication: The craft brewing industry can explore incorporating globally-inspired flavors and ingredients, such as yuzu, to attract adventurous beer enthusiasts and differentiate their offer… - [Tropical Pineapple Beers](https://www.trendhunter.com/trends/fruity-ipa): This Fruity IPA is Made with an Unusually Sweet Ingredient (Category: Lifestyle) Implication: Craft breweries can take advantage of the fruit-infused beer trend by creating their own unique flavor combinations. - [Citrus-Based IPAs](https://www.trendhunter.com/trends/grapefruit-ipa): Adnams Brewery's Grapefruit IPA is Perfect for the Summer (Category: Marketing) Implication: Craft breweries can explore different citrus-based IPAs to attract customers and offer a refreshing twist to their beer lineup. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)