# Hybrid Booze Beer and wine hybrid beverages grow in popularity. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jul 19, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/hybrid-booze ## Key Figures - Trend score: 4.1/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Apr 30, 2018 to Apr 26, 2019 - Published: Jul 19, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Hybrid Booze trend ### Beer and Wine Hybridization Brands in the alcohol industry are combining the qualities of both beers and wines and creating hybrid drinks. ### Sparkling Wine Inspiration Craft beer brands are creating libations with highly carbonated profile that is reminiscent of sparkling wine. ### Hybrid Packaging Some beer brands are packaging their wine-beer hybrids like beers, while other wine-beer hybrids are packaged like wine. ## What the Hybrid Booze trend means for industry ### For 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 for Hybrid Booze Trend score 4.1 out of 10, from popularity 63%, activity 53%, freshness 8%. - Popularity: 63% - Activity: 53% - Freshness: 8% ## Examples of the Hybrid Booze trend 4 featured examples from Apr 30, 2018 to Apr 26, 2019. - [Hop-Infused Wine Six-Packs](https://www.trendhunter.com/trends/urban-winery): The Urban Winery's White Wine IPA is Casually Packaged Like Beer (Category: Lifestyle) Implication: Disruptive innovation opportunities in creating hybrid beverage products that appeal to a wider consumer base. - [Sparkling Wine-Like Beers](https://www.trendhunter.com/trends/brut-ipa): The Five Boroughs Brut IPA is Brewed with Amarillo and Hallertau Hops (Category: Lifestyle) Implication: This trend offers opportunities for craft breweries to create innovative and premium beverages that can attract a wider consumer base. - [Hybrid Wine-Crafted Beers](https://www.trendhunter.com/trends/two-roads): Two Roads Brewed a Limited-Edition Gose Sauvignon Blanc Beer (Category: Lifestyle) Implication: Hybrid drinks and unique beer flavors provide opportunities for growth and differentiation within the beverage industry. - [Beer-Wine Hybrids](https://www.trendhunter.com/trends/beer-wine): Magic Hat's DuVine is a Millennial-Targeted Grape Ale with 51% Beer & 49% Wine (Category: Lifestyle) Implication: Craft breweries can capitalize on the beer-wine hybrid trend by creating unique grape ales to cater to a wide range of consumers. ## 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)