Category
Lifestyle
Assisted Choices
Trend cluster
Category
Unexpected
Brewery
Extending craftsmanship, brands create unique breweries for exotic appeal.
2.4
Trend score
Trend
What is the Unexpected Brewery trend?
Unexpected Brewery: Seeking to extend a sense of originality, craft breweries are turning to unconventional locations for architectural appeal. Using tree houses and underground facilities for production, brands are integrating abstract structural designs to heighten typically small-scale brands with a sense of novelty and visual allure.
Trend themes
Themes within the Unexpected Brewery trend
Three behaviours holding the trend together01
Unconventional Brewery Locations
Craft breweries are using unconventional locations (such as treehouses and underground facilities) to create unique and visually appealing breweries.
02
Urban Agriculture
Meantime Brewing is utilizing an urban hop farm in London for the first time in 100 years, showcasing the potential for urban agriculture in the beer industry.
03
Innovative Brewing Systems
The Tree House Brewery and The Mohican Cabins collaborated to create an adult-themed treehouse that conceals a fully functional craft brewing system, showcasing the potential for innovative brewing systems in unconventional locations.
Industry implications
What the Unexpected Brewery trend means for industry
Where the trend changes the playbookFor
Brewery and Distillery
The beer and liquor industry can use unconventional and visually appealing locations, urban agriculture, and innovative brewing systems to create novel and unique products.
For
Tourism and Hospitality
These unconventional brewery locations offer the potential to attract visitors through its novelty, visual appeal, and immersive experience.
For
Construction and Architecture
The demand for unconventional brewery locations can drive innovation in construction and architecture, creating structures that are visually appealing and immersive.
Trend signals
Trend signals for Unexpected Brewery
Trend score 2.4 out of 10, from popularity 37%, activity 28%, freshness 8%.
Popularity37%
Activity28%
Freshness8%
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
Asia-Pacific
Evidence
Examples of the Unexpected Brewery trend
4 featured examples from Jun 11 to Oct 1, 2014CategoryWorld
Treehouse Breweries
The Tree House Brewery Caters to an Adult Drinker's Inner Child
The hospitality industry can innovate by creating unique, adult-themed escape experiences similar to the Tree House Brewery.
CategoryWorld
Underground Drink Ducts
This Brewery is Building a Beer Pipeline to Preserve Bruges's Authenticity
Breweries can invest in underground pipeline infrastructure to move beer more efficiently and rapidly without logistical hurdles.
CategoryMarketing
Urban Hop Farms
Meantime Brewing Set Up a Hop Farm in London for the First Time in 100 Years
The establishment of urban hop farms presents exciting opportunities for craft beer and other beverage manufacturers to experiment with locally-sourced ingredients and new farming…
CategoryLifestyle
Sweetened Liquor Breweries
The Spirit Works Distillery Makes Handmade Fruit Vodka and Gin Flavors
Craft distilleries can leverage the trend of handmade fruit liquors to differentiate themselves in the market and cater to consumers seeking unique flavors.
