# Vegan Pairing The alcohol industry better accommodates those who subscribe to veganism. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Feb 16, 2018 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/vegan-pairing ## Key Figures - Trend score: 2.4/10 - Evidence articles: 5 ## What is the Vegan Pairing trend? **Vegan Pairing:** Alcohol brands, particularly those that serve wine, are adopting veganism – either by serving vegan wines or pairing their wines with vegan foods. These new products and services reveal the continuation of veganism's permeation into the "lifestyle" sphere, rather than being considered as simply political. ## At a Glance - Evidence: 5 featured examples - Articles from: Jan 27, 2017 to Feb 16, 2018 - Published: Feb 16, 2018 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Vegan Pairing trend ### Veganism The trend of veganism continues to appear in new industries while creating a demand for alternative food and drink products for the vegan lifestyle. ### Plant-based food and wine pairing The rise of plant-based food choices is leading to the development of plant-based food and wine pairing, highlighting opportunities for vegan and vegetarian food and wine lovers. ### Vegan and vegetarian wine As consumers become increasingly conscious of animal products in their food and drink, demand for vegan and vegetarian wine is growing and opening opportunities for new entrants in the wine industry. ## What the Vegan Pairing trend means for industry ### For Food and Beverage The growing trend of veganism is reshaping the food and beverage industry to cater to consumers demanding meatless and dairy-free options. ### For Wine Industry Opportunities for alternatives to traditional animal-based fining agents which are commonly used in wine production are increasing and creating space for vegan and vegetarian wines. ### For Agriculture The demand for vegan and vegetarian wines and food is increasing, creating opportunities for agriculture businesses to grow and supply plant-based ingredients that are consistent with these dietary choices. ## Workshop question How can your brand better accommodate newly emerging consumer lifestyles within its area of expertise? ## Trend signals for Vegan Pairing Trend score 2.4 out of 10, from popularity 26%, activity 36%, freshness 8%. - Popularity: 26% - Activity: 36% - Freshness: 8% ## Examples of the Vegan Pairing trend 5 featured examples from Jan 27, 2017 to Feb 16, 2018. - [Vegan Wine Pairings](https://www.trendhunter.com/trends/meat-and-wine): The TASTE Restaurant Matches Alternative Meat and Wine (Category: Lifestyle) Implication: Restaurants can capitalize on the trend by offering plant-based menus and innovative vegan wine pairings to attract a wider range of diners. - [Vegan Wine Pairing Events](https://www.trendhunter.com/trends/vegan-wine-pairing): TASTE and Sand Castle Winery are Teaming Up for a Vegan Winemaker Dinner (Category: Lifestyle) Implication: Vegan restaurants and food brands have an opportunity to collaborate with wineries and create unique dining experiences. - [Plant-Based Wine Pairings](https://www.trendhunter.com/trends/guide-to-wine): Wine Folly's Guide to Wine Shares Vegan and Vegetarian Options (Category: Lifestyle) Implication: Disruptive opportunity for wineries to tap into the growing market of plant-based eaters by offering plant-based wine pairings and expanding their target audience. - [Vegan Wine Tasting Events](https://www.trendhunter.com/trends/wine-and-cheese-festival): Cooking with Kindness is Hosting a Cruelty-Free Wine and Cheese Festival (Category: Lifestyle) Implication: Winemakers and vineyards can capitalize on the growing demand for vegan wine by eliminating animal-derived fining agents from their production processes. - [Vegan Wine Clubs](https://www.trendhunter.com/trends/vegan-wines): 'Vegan Wines' Offers a Selection of Plant-Based Wines to Subscribers (Category: Lifestyle) Implication: Innovations in wine production methods that eliminate the use of animal-based fining agents, creating more options for vegan wine enthusiasts. ## 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)