# Surplus Brew Bakeries team up with local breweries to make the most of surplus bread. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published May 13, 2019 | Category: [Eco](https://www.trendhunter.com/pro/category/environmental-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/surplus-brew ## Key Figures - Trend score: 3.5/10 - Evidence articles: 6 ## 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. ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: May 2, 2018 to Feb 27, 2020 - Published: May 13, 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), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Surplus Brew trend ### 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. ### Food Waste Reduction Breweries are addressing the issue of food waste by using edible leftovers from bakeries and turning them into beer. ### Planet-Saving Beverages Organic and eco-conscious craft ales offer consumers a sustainable alternative to traditional beers and support initiatives to reduce waste. ## What the Surplus Brew trend means for industry ### For 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 for Surplus Brew Trend score 3.5 out of 10, from popularity 58%, activity 38%, freshness 9%. - Popularity: 58% - Activity: 38% - Freshness: 9% ## Examples of the Surplus Brew trend 6 featured examples from May 2, 2018 to Feb 27, 2020. - [Waste-Conscious Beer Brands](https://www.trendhunter.com/trends/toast-beer): Toast Beer Attempts to Mend the Food System Through Production (Category: Eco) Implication: Disruptive innovation opportunity: Incorporate waste-conscious brewing techniques to differentiate and appeal to environmentally-conscious consumers in the craft beer industry. - [Charitable Limited Edition Beers](https://www.trendhunter.com/trends/food-rescue-organization): Bob's Your Uncle's Raises Funds for a Food Rescue Organization (Category: Lifestyle) Implication: Creative agencies can explore unique partnerships and campaigns to promote charitable initiatives. - [Repurposed Bread Beers](https://www.trendhunter.com/trends/marks-spencer-and-adnams): Marks & Spencer and Adnams are Creating Beer from Discarded Bread Crusts (Category: Eco) Implication: Breweries are experimenting with waste reduction techniques by using surplus food to create beer. - [Brewed Bagel Beers](https://www.trendhunter.com/trends/bagel-beer): Folksbier & Black Seed Bagels Collaborated on 'Black Seed Glow Up' (Category: Eco) Implication: Exploring alternative ingredients and reducing waste can bring new opportunities for product development and differentiation. - [Leftover Crumpet Beers](https://www.trendhunter.com/trends/toasted-crumpet-session-ipa): The Toast Ale x Warburtons Toasted Crumpet Session IPA Uses Food Waste (Category: Marketing) Implication: 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… - [Climate-Friendly Craft Ales](https://www.trendhunter.com/trends/craft-ale): Friends of the Earth, Stroud Brewery & Toast Ale Created 'Flour Power' (Category: Eco) Implication: Craft breweries have the opportunity to incorporate sustainable practices, collaborate with other food producers, and create climate-friendly beers to appeal to environmentally co… ## 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 Eco - [Jewel-Toned Fall Apparel](https://www.trendhunter.com/trends/quince-silk) - [Compostable Coffee Pucks](https://www.trendhunter.com/trends/compostable-coffee-pucks) - [Intelligent Private Grids](https://www.trendhunter.com/trends/ara-core-powers) - [Compact Electric Family MPVs](https://www.trendhunter.com/trends/compact-electric-family-mpvs) All articles: [Eco](https://www.trendhunter.com/eco)