# Imperfect Beverage Brands in the beverage space use "imperfect" produce as main ingredients. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jul 8, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/imperfect-beverage ## Key Figures - Trend score: 3.7/10 - Evidence articles: 6 ## What is the Imperfect Beverage trend? **Imperfect Beverage:** Beverage brands in both alcohol and wellness-related industries are using "imperfect" fruits and vegetables to create their products. This shift can be observed in everything from imperfect fruit and vegetable-made sparkling waters, to cocktails made from repurposed waste. ## The consumer insight behind the Imperfect Beverage trend Consumers are increasingly aware of the amount of food waste that's produced by modern consumption habits, and in an attempt to mitigate this issue, they're turning to products and services that repurpose food waste in different forms. The shift to reformatting imperfect foods makes them more aesthetically palatable for the average consumer, while also catering to those who intentionally purchase eco-consciously. ## At a Glance - Evidence: 6 featured examples - Articles from: Oct 27, 2017 to Nov 11, 2019 - Published: Jul 8, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Imperfect Beverage trend ### Repurposing Imperfect Produce Repurposing imperfect fruits and vegetables is driving innovation in beverage brands and resulting in sustainable products. ### Awareness of Food Waste Increasing consumer awareness of food waste is driving demand for products and services that repurpose discarded food into palatable and sustainable forms. ### Mindful Approach A mindful approach to food and beverage creation that minimizes waste and transforms edible items is gaining traction in the industry. ## What the Imperfect Beverage trend means for industry ### For Food and Beverage The food and beverage industry can repurpose imperfect produce and implement sustainable practices to reduce waste and appeal to eco-conscious consumers. ### For Sustainability The sustainability industry can partner with food and beverage companies to implement sustainable practices that minimize waste and reduce environmental impact. ### For Social Responsibility The social responsibility industry can support initiatives that promote the repurposing of imperfect produce and sustainability practices in the food and beverage industry. ## Workshop question How could your brand reformat its product in a way that's eco-friendly? ## Trend signals for Imperfect Beverage Trend score 3.7 out of 10, from popularity 51%, activity 51%, freshness 9%. - Popularity: 51% - Activity: 51% - Freshness: 9% ## Examples of the Imperfect Beverage trend 6 featured examples from Oct 27, 2017 to Nov 11, 2019. - [Kitchen Scrap Cocktails](https://www.trendhunter.com/trends/kitchen-scrap): XYST Serves Cocktails Made with Repurposed Ingredients (Category: Eco) Implication: Restaurants, bars, and hotels can adopt sustainable cocktail practices to appeal to environmentally conscious consumers. - [Waste-Reducing Sparkling Water](https://www.trendhunter.com/trends/infused-beverages): Dash Water's Infused Beverages Contain "Wonky" Fruits & Vegetables (Category: Eco) Implication: The food and beverage industry can explore opportunities to reduce waste and create innovative infused beverages. - [Repurposed Apple Ciders](https://www.trendhunter.com/trends/sustainable-drink): 'Wise Apple' Proudly Makes Sustainable Drinks with "Ugly Apples" (Category: Eco) Implication: The packaging industry can explore eco-friendly alternatives and repurposed materials to meet the demand for sustainable packaging. - [Charitable Watermelon Beverages](https://www.trendhunter.com/trends/wtrmln-wtr-strawberry): The WTRMLN WTR + Strawberry Mission Bottle Supports FoodCorps (Category: Lifestyle) Implication: The functional beverage industry can explore the potential of incorporating natural and unconventional ingredients to create innovative products that cater to health-conscious con… - [Repurposed Sparkling Fruit Drinks](https://www.trendhunter.com/trends/sparkling-fruit-drink): Flawsome! Makes Refreshing Beverages with "Wonky Fruit" (Category: Eco) Implication: The beverage industry has an opportunity to create healthier and more sustainable carbonated fruit drink options, by using wonky produce and promoting food waste reduction. - [Repurposed Grape Gins](https://www.trendhunter.com/trends/grape-gin): Foxhole Spirits' Hyke Gin is Made with Discarded Supermarket Grapes (Category: Eco) Implication: Craft distilleries can adopt the concept of repurposing discarded produce, such as grapes, to create unique and sustainable gin products. ## 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)