# Beer Brand Barley Milks Petra Milk Uses the Same Barley Used in the Malt of Petra Beer By Laura McQuarrie | Published 2022-12-14 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/barley-milks References: [fabnews.live](https://fabnews.live/petra-beer-launched-petra-barley-milk-to-be-enjoyed-during-the-world-cup-games-in-the-morning/)  Barley milks are made with an ancient grain and superfood that's full of nutritional benefits but this wasn't the only reason that [Petra](https://www.trendhunter.com/trends/glutenfree-pasta-box) [Milk](https://www.trendhunter.com/trends/muscle-milk-2) was created. The FIFA World Cup is a highly anticipated event among sports fans in Brazil but this year, the games in Qatar mean that the time difference isn't opportune for people in Brazil to crack open a cold beer. As such, Petra created its own plant-based milk so that fans can enjoy the World Cup Games in the morning with a plant-based milk made with the same barley used in the production of the malt of Petra beer. There are all sorts of [alt milk products](https://www.trendhunter.com/trends/jaouda-nabatl) that are now available to consumers, as well as an increasing number of products that are made with upcycled by-products of the production process. ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 48% | Activity: 58% | Freshness: 13% - Audience gender: 90% men, 10% women - Primary generations: Millennial - Top markets: South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Barley-based Alt Milks:** Opportunity for the development of more plant-based milk products made with barley, a nutritious superfood. - **Upcycling By-products:** An opportunity to develop innovative products using by-products of the production process. - **Plant-based Beverages:** Opportunity for the development of more plant-based beverage options for consumers. ### Industries Being Reshaped - **Beverage Industry:** Opportunity for beverage companies to develop alternative plant-based milk products and expand their consumer base. - **Food Industry:** Opportunity for food companies to develop innovative products using by-products of the production process. - **Nutrition Industry:** Opportunity for the nutrition industry to explore the benefits of barley as a superfood ingredient in alternative milk and beverage products. ## Related on Trend Hunter - [Beer-Backed Barley Milks](https://www.trendhunter.com/trends/golden-wing.md) - [Dairy-Free Grain-Based Beverages](https://www.trendhunter.com/trends/alt-foods.md) - [Malt-Based Beverage Products](https://www.trendhunter.com/trends/soufflet-malt.md) - [Upcycled Protein Shakes](https://www.trendhunter.com/trends/upcycled-protein-shake.md) - [Extra-Creamy Oat-Based Beverages](https://www.trendhunter.com/trends/oatly-bio-barista.md) - [Whole-Roasted Alt Milks](https://www.trendhunter.com/trends/whole-moon.md) - [Sesame Milk Beverages](https://www.trendhunter.com/trends/sesame-milk-beverages.md) - [Barista-Friendly Milk Alternatives](https://www.trendhunter.com/trends/oatbased-milk.md) - [Plant-Based Whole Milks](https://www.trendhunter.com/trends/plantbased-whole-milk.md)