Category
Lifestyle
Assisted Choices
4.1
Trend score
Trend
What is the Hybrid Booze trend?
Hybrid Booze: Brands in the alcohol industry are combining the qualities of both beers and wines and creating hybrid drinks that would appeal to avid drinkers of both or either beverage. Ranging from sparkling wine-like beers to hop-infused wine six-packs, the craft beer market continues to push innovation.
Insight
The consumer insight behind the Hybrid Booze trend
Craft beer consumption is popular with Millennials who view their beverage purchasing decisions as a symbol of their social standing. As demand for these products remains, consumers face an over-saturation of choice in the craft beer industry. These individuals are looking to maintain their loyalty to the craft beer community while being picky about what they choose--with more unique offerings in this space now capturing their attention more than traditional options.
Trend themes
Themes within the Hybrid Booze trend
Three behaviours holding the trend together01
Beer and Wine Hybridization
Brands in the alcohol industry are combining the qualities of both beers and wines and creating hybrid drinks.
02
Sparkling Wine Inspiration
Craft beer brands are creating libations with highly carbonated profile that is reminiscent of sparkling wine.
03
Hybrid Packaging
Some beer brands are packaging their wine-beer hybrids like beers, while other wine-beer hybrids are packaged like wine.
Industry implications
What the Hybrid Booze trend means for industry
Where the trend changes the playbookFor
Craft Beer Industry
Opportunities for craft beer companies to create hybrid and unique beer-wine blends that cater to the sophisticated tastes of Millennials.
For
Wine Industry
Wine brands can explore the potential of hybrid drinks that combine the sophistication of wine with the approachability of beer.
For
Alcohol Packaging Industry
Packaging companies can innovate to create unique packages that represent the hybrid nature of beer-wine blends, with brands opting for either beer-like or wine-like packaging.
Workshop question
Conceptualize a hybrid product you brand could create with a brand in an adjacent industry.
Trend signals
Trend signals for Hybrid Booze
Trend score 4.1 out of 10, from popularity 63%, activity 53%, freshness 8%.
Popularity63%
Activity53%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Hybrid Booze trend
4 featured examples from Apr 30, 2018 to Apr 26, 2019CategoryLifestyle
Hop-Infused Wine Six-Packs
The Urban Winery's White Wine IPA is Casually Packaged Like Beer
Disruptive innovation opportunities in creating hybrid beverage products that appeal to a wider consumer base.
CategoryLifestyle
Sparkling Wine-Like Beers
The Five Boroughs Brut IPA is Brewed with Amarillo and Hallertau Hops
This trend offers opportunities for craft breweries to create innovative and premium beverages that can attract a wider consumer base.
CategoryLifestyle
Hybrid Wine-Crafted Beers
Two Roads Brewed a Limited-Edition Gose Sauvignon Blanc Beer
Hybrid drinks and unique beer flavors provide opportunities for growth and differentiation within the beverage industry.
CategoryLifestyle
Beer-Wine Hybrids
Magic Hat's DuVine is a Millennial-Targeted Grape Ale with 51% Beer & 49% Wine
Craft breweries can capitalize on the beer-wine hybrid trend by creating unique grape ales to cater to a wide range of consumers.
