# Upcycled Alc Alcohol brands are using food waste to flavor their beverages. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Oct 28, 2020 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/upcycled-alc ## Key Figures - Trend score: 5.1/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: May 16, 2019 to Oct 29, 2020 - Published: Oct 28, 2020 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Upcycled Alc trend ### Upcycling Alcohol brands are releasing drinks made with upcycled ingredients, creating a new market for environmentally conscious consumers. ### Food Waste Reduction Companies are using food waste and industry by-products to create new products, including alcohol, to reduce waste. ### 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. ## What the Upcycled Alc trend means for industry ### For 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 for Upcycled Alc Trend score 5.1 out of 10, from popularity 82%, activity 62%, freshness 9%. - Popularity: 82% - Activity: 62% - Freshness: 9% ## Examples of the Upcycled Alc trend 4 featured examples from May 16, 2019 to Oct 29, 2020. - [Reclaimed Citrus Beers](https://www.trendhunter.com/trends/citrus-beer): Lowlander's Zero-Alcohol Botanically Brewed Beer Repurposes Waste (Category: Eco) Implication: The concept of repurposing waste to create new products has implications for the entire food and beverage industry. - [Waste-Reducing Gin Spirits](https://www.trendhunter.com/trends/loop-mission): LOOP Mission's GIN is Made with Rescued Ingredients (Category: Eco) Implication: The food and beverage industry can explore new ways to minimize waste by incorporating rescued ingredients and by-products into their products. - [Beer Upcycled Gins](https://www.trendhunter.com/trends/revive-gin): REVIVE Gin by Ethical Spirits is Made from Recycled Budweiser Beer (Category: Eco) Implication: The alcoholic beverage industry has the opportunity to reduce waste and appeal to consumers seeking sustainable and unique products. - [Discarded Breakfast Cereal Beers](https://www.trendhunter.com/trends/seven-bro7hers-beers): These New Seven Bro7hers Beers are Made with Kellogg's Cereals (Category: Lifestyle) Implication: Opportunity for breweries to incorporate food waste into their brewing processes and create new sustainable products. ## 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)