# Sustainable Beverage Beverage brands actively promote sustainable sourcing & farming practices. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Jul 13, 2019 | Category: [Eco](https://www.trendhunter.com/pro/category/environmental-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/sustainable-beverage ## Key Figures - Trend score: 4.0/10 - Evidence articles: 4 ## What is the Sustainable Beverage trend? **Sustainable Beverage:** Beverage brands, particularly those focused on the environment, are focusing their efforts on sustainable ingredients and locally-sourced products. This speaks to the need to not only align with sustainable practices, but a desire for brands to contribute to such practices. ## The consumer insight behind the Sustainable Beverage trend As concerns around sustainability rise, eco-conscious consumers are even more strongly identifying with the cause, seeing it as an integral part of who they are. Many of these consumers see even the smallest purchasing decisions as a reflection of that, and will fiercely align with brands that uphold this value. ## At a Glance - Evidence: 4 featured examples - Articles from: Mar 9, 2018 to Jul 8, 2019 - Published: Jul 13, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Themes within the Sustainable Beverage trend ### Sustainable Sourcing Brands are focusing on sustainable ingredients and locally-sourced products. ### Organic Farming Brands are passionate about organic and biodynamic farming to support healthy vines and insect wildlife. ### Urban Farming Brands are collaborating with sustainable farming brands to locally source the freshest ingredients. ## What the Sustainable Beverage trend means for industry ### For Beverage Beverage brands are actively promoting sustainable sourcing & farming practices. ### For Wine The demand for American wine made with organically farmed grapes in a conveniently delivered format is increasing. ### For Brewery Breweries are celebrating sustainability and the benefits of urban farming by growing their own ingredients. ## Workshop question In what way can your brand better align to sustainable, eco-friendly practices? How can you better incorporate that into your business model or brand partnerships? ## Trend signals for Sustainable Beverage Trend score 4.0 out of 10, from popularity 61%, activity 52%, freshness 8%. - Popularity: 61% - Activity: 52% - Freshness: 8% ## Examples of the Sustainable Beverage trend 4 featured examples from Mar 9, 2018 to Jul 8, 2019. - [Coffee-Farming Centers](https://www.trendhunter.com/trends/hacienda-alsacia-visitor-center): The Hacienda Alsacia Visitor Center Offers Starbucks Fans a New Perspective (Category: Lifestyle) Implication: The opening of the Hacienda Alsacia Visitor Center and Starbucks' experimentation with unique retail formats present opportunities for disruptive innovation in the coffee retail i… - [Sustainable Summer Beers](https://www.trendhunter.com/trends/strawberry-hells-forever): Camden Town Brewery's Strawberry Hells Forever Celebrates Urban Farming (Category: Eco) Implication: Opportunity for craft breweries to differentiate themselves by embracing sustainable practices and locally sourced ingredients. - [Eco-Friendly Cold Brews](https://www.trendhunter.com/trends/eco-friendly-cold-brew): Lavazza Launched One of the First Rainforest Alliance Certified Cold Brews (Category: Eco) Implication: Coffee companies can invest in sustainable sourcing and production practices, as well as pursuing certifications to appeal to environmentally-conscious consumers. - [Organically Farmed Wine Cans](https://www.trendhunter.com/trends/american-wine): Bonterra Shares Organic American Wine in Convenient Packaging (Category: Lifestyle) Implication: The wine industry can explore the opportunities of tapping into consumer demand for convenience and sustainability-focused products in order to differentiate themselves. ## 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)