Category
Lifestyle
Assisted Choices
Trend cluster
Category
Surplus
Brew
Bakeries team up with local breweries to make the most of surplus bread.
3.5
Trend score
Trend
What is the Surplus Brew trend?
Surplus Brew: Bakeries and breweries are collaborating on bread-brewed beer created from leftover bread in an effort to curb food waste. This progression suggests an opportunity for brands to collaborate with unlikely partners in order to transform a surplus product into something new in solidarity with climate change efforts.
Insight
The consumer insight behind the Surplus Brew trend
In light of pleas to the public from both activists and scientists from around the world to fight climate change, many environmentally-conscious consumers are looking for ways to reduce their carbon footprint. As a result, this demographic is participating in the circular economy through upcycled products. Not only does this extend the end of life of products, but it also conserves resources and energy--and the growing preference this type of production encourages brands to do their part.
Trend themes
Themes within the Surplus Brew trend
Three behaviours holding the trend together01
Circular Economy Collaboration
Brands are partnering with unlikely allies and repurposing surplus products in an effort to reduce their carbon footprint and participate in the circular economy.
02
Food Waste Reduction
Breweries are addressing the issue of food waste by using edible leftovers from bakeries and turning them into beer.
03
Planet-Saving Beverages
Organic and eco-conscious craft ales offer consumers a sustainable alternative to traditional beers and support initiatives to reduce waste.
Industry implications
What the Surplus Brew trend means for industry
Where the trend changes the playbookFor
Food and Beverage
The food and beverage industry can take inspiration from these beer collaborations and look for ways to reduce food waste and participate in the circular economy.
For
Sustainability
Businesses working to reduce their carbon footprint and participate in the circular economy can find inspiration in these eco-conscious craft ales.
For
Marketing and Branding
By partnering with unlikely allies and creating sustainable initiatives, businesses can develop marketing strategies that resonate with consumers' environmental and social consciousness.
Workshop question
How is your brand working to eliminate production surpluses and waste?
Trend signals
Trend signals for Surplus Brew
Trend score 3.5 out of 10, from popularity 58%, activity 38%, freshness 9%.
Popularity58%
Activity38%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Surplus Brew trend
6 featured examples from May 2, 2018 to Feb 27, 2020CategoryEco
Waste-Conscious Beer Brands
Toast Beer Attempts to Mend the Food System Through Production
Disruptive innovation opportunity: Incorporate waste-conscious brewing techniques to differentiate and appeal to environmentally-conscious consumers in the craft beer industry.
CategoryLifestyle
Charitable Limited Edition Beers
Bob's Your Uncle's Raises Funds for a Food Rescue Organization
Creative agencies can explore unique partnerships and campaigns to promote charitable initiatives.
CategoryEco
Repurposed Bread Beers
Marks & Spencer and Adnams are Creating Beer from Discarded Bread Crusts
Breweries are experimenting with waste reduction techniques by using surplus food to create beer.
CategoryEco
Brewed Bagel Beers
Folksbier & Black Seed Bagels Collaborated on 'Black Seed Glow Up'
Exploring alternative ingredients and reducing waste can bring new opportunities for product development and differentiation.
CategoryMarketing
Leftover Crumpet Beers
The Toast Ale x Warburtons Toasted Crumpet Session IPA Uses Food Waste
The beverage industry has an opportunity to create more sustainable products like Toast Ale x Warburtons Toasted Crumpet Session IPA by incorporating food waste and other alternat…
CategoryEco
Climate-Friendly Craft Ales
Friends of the Earth, Stroud Brewery & Toast Ale Created 'Flour Power'
Craft breweries have the opportunity to incorporate sustainable practices, collaborate with other food producers, and create climate-friendly beers to appeal to environmentally co…
