# Alternative Fall Beers True North Ales Offers a Hazy IPA Beyond Pumpkin and Spice By Mursal Rahman | Written with AI assistance | Published 2026-08-26 | TH Video Source: Trend Hunter, https://www.trendhunter.com/trends/Alternative-fall-beers References: [brewbound](http://www.brewbound.com/pr/2026/08/06/true-north-ale-company-launches-season-of-the-witch)  Alternative fall beers are expanding seasonal beverage choices beyond traditional pumpkin and spice flavors. True North Ale Company is bringing back Season of the Witch, a double dry hopped hazy and juicy IPA originally created for fans in Salem, Massachusetts. Made with Citra, Vic Secret, and Strata hops, the beer delivers passion fruit, mango, pineapple, and melon notes while maintaining a relatively approachable 5.9% ABV. Halloween-themed artwork from Marblehead artist Amy Hourihan strengthens its seasonal identity, with cans and kegs available through October 31. From a business perspective, Season of the Witch gives True North Ales a differentiated product within the [crowded fall beer market](https://www.trendhunter.com/trends/haunted-harvest-pumpkin-spice-ale). Offering [tropical flavors](https://www.trendhunter.com/trends/fruit-fusion-sour-apple) under [Halloween-focused branding](https://www.trendhunter.com/trends/unofficial-beverage-of-adult-halloween) can attract IPA drinkers who may not prefer conventional autumn flavors. Its limited seasonal window also creates urgency, while annual releases allow the brewery to build recognition and recurring demand around an established fall product. Image Credit: True North Ale Company ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 35% | Activity: 49% | Freshness: 92% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [TH Video](https://www.trendhunter.com/thvideo) > [Seasonal](https://www.trendhunter.com/seasonal) ## Key Themes ### Why This Trend Is Growing - **Non-pumpkin Fall Beers:** Seasonal beer portfolios are broadening with fruit-forward and hop-driven releases that create white space beyond the saturated pumpkin and spice segment. - **Halloween-branded Ipas:** Themed packaging and spooky visual identities are helping craft breweries turn nontraditional flavor profiles into occasion-based seasonal products. - **Limited-window Releases:** Short availability periods are strengthening consumer urgency and supporting recurring demand for annual beverage launches tied to cultural moments. ### Industries Being Reshaped - **Craft Beer:** Independent breweries are finding differentiation through seasonal IPAs that merge familiar release calendars with unexpected tropical flavor expressions. - **Alcoholic Beverages:** Flavor experimentation across adult drinks is reshaping seasonal merchandising by appealing to consumers who want variety without conventional autumn cues. - **Packaging Design:** Artist-led can artwork is becoming a strategic brand asset that increases shelf impact and deepens emotional connection around limited-edition beverages. ## Related on Trend Hunter - [Timely Non-Alcoholic Beer Launches](https://www.trendhunter.com/trends/stevens-point-brewery.md) - [Fruit-Forward Alcoholic Beverages](https://www.trendhunter.com/trends/vicious-nectar.md) - [Cocktail-Branded Spooky Sweepstakes](https://www.trendhunter.com/trends/real-spirits-inside.md) - [Fruity Non-Alcoholic Craft Ciders](https://www.trendhunter.com/trends/fruity-nonalcoholic-craft-ciders.md) - [Female-Brewed Fruited Gruits](https://www.trendhunter.com/trends/siren-craft-brew.md) - [Celebratory Non-Alcoholic Beverage](https://www.trendhunter.com/trends/Celebratory-non-alcoholic-beverages.md) - [Malt-Forward Seasonal Brews](https://www.trendhunter.com/trends/yuletide-confessions.md) - [Holiday Season Hard Ciders](https://www.trendhunter.com/trends/2-towns-ciderhouse-sled-zeppelin.md) - [Year-Round Hazy IPAs](https://www.trendhunter.com/trends/wizards-order-ipa.md)