Category
Lifestyle
Assisted Choices
Trend cluster
Category
Upcycled
Alc
Alcohol brands are using food waste to flavor their beverages.
5.1
Trend score
Trend
What is the Upcycled Alc trend?
Upcycled Alc: Brands in the alcohol space are releasing everything from beer to gin that are made with upcycled ingredients. These include everything from gins made from surplus beer, to beers made from citrus peels.
Insight
The consumer insight behind the Upcycled Alc trend
When it comes to alcohol consumption, consumers who are looking to experiment often seek out distinct flavors, brewing or distilling processes. Mixing these preferences with the fact that consumers are increasingly environmentally conscious in their purchase decisions means appealing to the majority of alcohol-consuming foodies.
Trend themes
Themes within the Upcycled Alc trend
Three behaviours holding the trend together01
Upcycling
Alcohol brands are releasing drinks made with upcycled ingredients, creating a new market for environmentally conscious consumers.
02
Food Waste Reduction
Companies are using food waste and industry by-products to create new products, including alcohol, to reduce waste.
03
Alcohol-Free Products
As the interest in non-alcoholic products grows, companies are releasing more alcohol-free drinks with unique flavors and brewing/distilling processes.
Industry implications
What the Upcycled Alc trend means for industry
Where the trend changes the playbookFor
Food and Beverage
These trends indicate new opportunities in upcycling food waste and industry by-products in the production of alcoholic and non-alcoholic drinks.
For
Sustainability
Companies can take advantage of these trends to reduce their environmental impact and appeal to environmentally conscious consumers.
For
Brewing and Distilling
These trends create new opportunities for innovation in brewing and distilling processes to create unique and environmentally conscious alcoholic and non-alcoholic drinks.
Workshop question
How is your brand appealing to eco-conscious consumers?
Trend signals
Trend signals for Upcycled Alc
Trend score 5.1 out of 10, from popularity 82%, activity 62%, freshness 9%.
Popularity82%
Activity62%
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 Upcycled Alc trend
4 featured examples from May 16, 2019 to Oct 29, 2020CategoryEco
Reclaimed Citrus Beers
Lowlander's Zero-Alcohol Botanically Brewed Beer Repurposes Waste
The concept of repurposing waste to create new products has implications for the entire food and beverage industry.
CategoryEco
Waste-Reducing Gin Spirits
LOOP Mission's GIN is Made with Rescued Ingredients
The food and beverage industry can explore new ways to minimize waste by incorporating rescued ingredients and by-products into their products.
CategoryEco
Beer Upcycled Gins
REVIVE Gin by Ethical Spirits is Made from Recycled Budweiser Beer
The alcoholic beverage industry has the opportunity to reduce waste and appeal to consumers seeking sustainable and unique products.
CategoryLifestyle
Discarded Breakfast Cereal Beers
These New Seven Bro7hers Beers are Made with Kellogg's Cereals
Opportunity for breweries to incorporate food waste into their brewing processes and create new sustainable products.
