# Unexpected Brewery Extending craftsmanship, brands create unique breweries for exotic appeal. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Nov 18, 2014 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/unexpected-brewery ## Key Figures - Trend score: 2.4/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Jun 11 to Oct 1, 2014 - Published: Nov 18, 2014 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Unexpected Brewery trend ### Unconventional Brewery Locations Craft breweries are using unconventional locations (such as treehouses and underground facilities) to create unique and visually appealing breweries. ### 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. ### 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. ## What the Unexpected Brewery trend means for industry ### For 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 for Unexpected Brewery Trend score 2.4 out of 10, from popularity 37%, activity 28%, freshness 8%. - Popularity: 37% - Activity: 28% - Freshness: 8% ## Examples of the Unexpected Brewery trend 4 featured examples from Jun 11 to Oct 1, 2014. - [Treehouse Breweries](https://www.trendhunter.com/trends/tree-house-brewery): The Tree House Brewery Caters to an Adult Drinker's Inner Child (Category: World) Implication: The hospitality industry can innovate by creating unique, adult-themed escape experiences similar to the Tree House Brewery. - [Underground Drink Ducts](https://www.trendhunter.com/trends/beer-pipeline): This Brewery is Building a Beer Pipeline to Preserve Bruges's Authenticity (Category: World) Implication: Breweries can invest in underground pipeline infrastructure to move beer more efficiently and rapidly without logistical hurdles. - [Urban Hop Farms](https://www.trendhunter.com/trends/hop-farm): Meantime Brewing Set Up a Hop Farm in London for the First Time in 100 Years (Category: Marketing) Implication: 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… - [Sweetened Liquor Breweries](https://www.trendhunter.com/trends/Fruit-Vodka): The Spirit Works Distillery Makes Handmade Fruit Vodka and Gin Flavors (Category: Lifestyle) Implication: Craft distilleries can leverage the trend of handmade fruit liquors to differentiate themselves in the market and cater to consumers seeking unique flavors. ## 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 Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)