Category
Lifestyle
Assisted Choices
Trend cluster
Category
Microbrew
Mimicry
Non-alcoholic beverages borrow tips from craft beer.
2.4
Trend score
Trend
What is the Microbrew Mimicry trend?
Microbrew Mimicry: Non-alcoholic beer is following the patterns seen in the alcohol space by inheriting branding, marketing, and even flavor cues from craft beer. This speaks to the sober consumer's desire to participate in the culture of alcohol beyond its social implications. This signifies the strength of creating a cultural connection, as opposed to simply satisfying a need.
Trend themes
Themes within the Microbrew Mimicry trend
Three behaviours holding the trend together01
Craft Beer Branding
As alcoholic beverages and non-alcoholic beverages borrow tips from craft beer, branding from microbrewed beer can be incorporated in non-alcoholic drinks to appeal to a wider range of consumers.
02
Demand for Non-alcoholic Beverages
As traditional alcoholic brands release non-alcoholic versions, it suggests a change in consumer preferences and demands for refreshing non-alcoholic drinks made with fresh, seasonal ingredients.
03
Craft Tonic Mixers
The trend in non-alcoholic craft tonic mixers introduces experimental and adventurous flavors to accompany different types of alcohol such as gin and vodka, creating opportunities around pairing non-alcoholic beverages with spirits.
Industry implications
What the Microbrew Mimicry trend means for industry
Where the trend changes the playbookFor
Beverage Industry
Beverage manufacturers can innovate by incorporating branding cues, tapping into seasonal ingredients, and incorporating adventurous flavor profiles.
For
Restaurant Industry
Restaurants can attract sober consumers and take advantage of the non-alcoholic beverage trend by offering a range of non-alcoholic drinks alongside traditional ones.
For
Retail Industry
Retailers can capitalize on the growing demand for nonalcoholic drinks by offering unique and exciting options, as well as emphasizing the quality of ingredients and the health benefits of these products.
Workshop question
How can your brand build a deeper cultural connection? Considering borrowing themes from similar industries, which come to mind?
Trend signals
Trend signals for Microbrew Mimicry
Trend score 2.4 out of 10, from popularity 32%, activity 33%, freshness 8%.
Popularity32%
Activity33%
Freshness8%
Audience
70%Men
30%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Microbrew Mimicry trend
6 featured examples from Mar 10, 2015 to Apr 29, 2017CategoryLifestyle
Non-Alcoholic Ginger Beers
Buderim's Non-Alcoholic Beer is Powered by Carbonated Water and Ginger
Disruptive innovation opportunity: Incorporate the production of non-alcoholic beers into craft breweries to expand their product offerings and appeal to a wider customer base.
CategoryLifestyle
Easygoing Tea Bottles
Talent Tee's Bottled Tea Beverages Are Packaged Like Beer
The tea packaging industry can explore new approaches inspired by other beverage industries, such as beer packaging, to create unique and visually appealing products.
CategoryLifestyle
Microbrewed Soda Branding
Gothenburg Soda is a Swedish Drink Boasting Youthful Packaging
The success of Gothenburg Soda suggests potential for non-alcoholic beverage producers to enter the craft soda market.
CategoryLifestyle
Alcohol-Free Brews
Budweiser's 'Prohibition Brew' is the Brand's First Non-Alcoholic Beer
The beverage industry is being impacted by the growing demand for non-alcoholic drinks.
CategoryLifestyle
Non-Alcoholic Malt Beverages
Hillsburg's Alcohol-Free Drink Range Emphasizes Vibrant Fruit Flavors
Beverage manufacturers have an opportunity to expand their non-alcoholic product lines and appeal to health-conscious consumers by creating natural and additive-free drinks with u…
CategoryLifestyle
Non-Alcoholic Craft Tonics
These Top Note Tonic Drinks Introduce Reinterpreted Classics
The beverage industry can explore opportunities to create and market non-alcoholic craft tonics as a premium alternative to traditional mixers.
