# Sophisticating Brew As Gen Y strives to seem more sophisticated, so to does their drink of choice. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Mar 25, 2014 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/sophisticating-brew ## Key Figures - Trend score: 4.7/10 - Evidence articles: 6 ## What is the Sophisticating Brew trend? **Sophisticating Brew:** As members of Generation Y slowly enter adult age, they begin to feel the pressure of having to let go of old habits normally associated with adolescence. Unlike other youth generations, however, Gen Y is equipped with considerable purchasing power and thus, are being met by products that allow them to keep their old habits without seeming pedestrian. Ultimately, products that allow for a balance between youth and adulthood grant young consumers much-needed satisfaction. ## At a Glance - Evidence: 6 featured examples - Articles from: Sep 14, 2013 to Mar 15, 2014 - Published: Mar 25, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America ## Examples of the Sophisticating Brew trend 6 featured examples from Sep 14, 2013 to Mar 15, 2014. - [Fanciful Bottle Branding](https://www.trendhunter.com/trends/miu-fruit-wine-packaging): MIU Fruit Wine Packaging is Dressed Up for the Young Female Drinker (Category: Lifestyle) Implication: Developing packaging and branding strategies that cater to the young female demographic in the alcoholic beverage industry. - [Art-Infused Beer Label Makeovers](https://www.trendhunter.com/trends/summit-brewing-company): The Summit Brewing Company Showcases Charming New Packaging (Category: Marketing) Implication: Opportunity for craft breweries to differentiate themselves through innovative packaging and label designs that tell a story or evoke emotions. - [Beer Connoisseur Books](https://www.trendhunter.com/trends/vintage-beer-by-patrick-dawson): Vintage Beer by Patrick Dawson Reveals That Some Beers Can be Aged (Category: Lifestyle) Implication: Craft breweries can explore aging techniques and promote their beers as suitable for aging. - [Beer Connoisseur Glasses](https://www.trendhunter.com/trends/beer-glasses): Release Your Inner Connoisseur with These Pretentious Beer Glasses (Category: Lifestyle) Implication: Brewers and distillers can capitalize on the trend of using specialized glassware to create new drinking experiences for consumers. - [Bourbon-Flavored Beer](https://www.trendhunter.com/trends/miller-fortune): Miller Fortune is Meant to Compete with Liquor Brands (Category: Lifestyle) Implication: The bourbon-flavored beer trend offers disruptive innovation opportunities within the alcohol beverage industry. - [Daydream-Inspired Beer Labels](https://www.trendhunter.com/trends/karl-grandin): The Psychedelic Beer Bottle Designs by Karl Grandin are Eye-Popping (Category: Lifestyle) Implication: Disruptive innovation opportunity: Embrace unconventional branding and packaging designs to differentiate craft beer brands in a competitive market. ## Themes within the Sophisticating Brew trend ### Sophisticated Products for Gen Y As Gen Y grows older, they desire products that balance youth and adulthood, allowing them to hold onto old habits while appearing more refined. ### Bridging Liquor and Beer Worlds Products like bourbon-flavored beer and beer glasses designed to hold specific types of beer are blurring the lines between the liquor and beer industries. ### Artistic Beer Branding Beer companies are collaborating with design firms to develop stories and unique visual art on packaging, appealing to a younger demographic looking for new and creative experiences. ## What the Sophisticating Brew trend means for industry ### For Craft Beer Industry The craft beer industry can leverage the trend of sophisticated and unique packaging to appeal to a younger demographic with an eye for design. ### For Liquor Industry The liquor industry can learn from products like bourbon-flavored beer that are attracting early to mid-20 year old men who are looking for something that is cheaper than actual liquor but still has a higher alcohol content than traditional beer. ### For Design Industry The design industry can collaborate with craft breweries and beer companies to develop unique, artistic packaging that appeals to a younger, creative demographic. ## Trend signals for Sophisticating Brew Trend score 4.7 out of 10, from popularity 75%, activity 57%, freshness 8%. - Popularity: 75% - Activity: 57% - Freshness: 8% ## Recent trend clusters - [Calendar Consumption](https://www.trendhunter.com/protrends/holiday-limited-menus) (Lifestyle) - [Routine Compression](https://www.trendhunter.com/protrends/protein-powder-with-fiber) (Lifestyle) - [Absorption Stacks](https://www.trendhunter.com/protrends/mitochondrial-support-capsules) (Lifestyle) - [Release Theater](https://www.trendhunter.com/protrends/themed-whiskey-releases) (Lifestyle) ## Trending in Lifestyle - [Fragrant Body Care Ranges](https://www.trendhunter.com/trends/summer-fridays-body-collection1) - [Gaming-Integrated Pizza Promotions](https://www.trendhunter.com/trends/gaming-integrated-pizza-promotions) - [Character-Inspired Holiday Candies](https://www.trendhunter.com/trends/character-inspired-holiday-candies) - [Korean-Inspired Convenience Menus](https://www.trendhunter.com/trends/korean-inspired-convenience-menus) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)