# Hazy Watermelon IPAs Beavertown Lunar Melon Has a Pink Profile and Fruit-Forward Flavor By Michael Hemsworth | Published 2024-08-02 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/beavertown-lunar-melon References: [foodbev](https://www.foodbev.com/news/beavertown-introduces-watermelon-flavoured-ipa) & [beavertownbrewery](https://beavertownbrewery.co.uk)  [Beavertown Lunar](https://www.trendhunter.com/trends/cosmic-drop-tropical) [Melon](https://www.trendhunter.com/trends/uptown-cocktails-melon-peppersmash) has been created by the London-based brewery as its latest libation inspired by the popularity of watermelon-flavored drinks this summer. The beer starts off with a [hazy IPA profile](https://www.trendhunter.com/trends/wizards-order-ipa) with refreshing watermelon notes in the mix, which is further enhanced with a pinkish hue to complete the experience. The beer is the perfect hybrid for beer drinkers who have a penchant for hazy IPAs, but are craving something seasonal without foraying into the cider or hard seltzer market. Beavertown Lunar Melon is available now in cases of 12 and 24 priced at £23 and £43, respectively. The beer comes as part of a growing segment within the beer industry focused on seasonality and experimental flavors to keep drinkers surprised and delighted. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 45% | Activity: 54% | Freshness: 27% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Seasonal Craft Beers:** The emergence of beers tailored to specific seasons highlights a shift towards targeted, timely products that entice consumers. - **Fruit-forward Flavored Beers:** Inclusion of distinct fruit flavors in traditional beer recipes provides a fresh twist that's catching the interest of adventurous drinkers. - **Hybrid Beer Experiences:** Introducing hybrid beers like watermelon IPAs bridges the gap between conventional brews and the appeal of alternative drink choices. ### Industries Being Reshaped - **Craft Brewing:** Craft breweries are innovating with unique seasonal and fruit-infused flavors to attract a larger audience. - **Alcoholic Beverages:** The alcoholic beverage sector is witnessing a trend towards experimental and hybrid drinks as consumers seek novel experiences. - **Seasonal Food and Drinks:** Seasonal food and drink industry sees ongoing growth with the popularity of items designed specifically for certain times of the year. ## Related on Trend Hunter - [Watermelon-Infused Double IPAs](https://www.trendhunter.com/trends/watermelon-double-ipa.md) - [Fruit-Forward Craft IPAs](https://www.trendhunter.com/trends/sweetwater-1.md) - [Peach-Infused Hazy IPAs](https://www.trendhunter.com/trends/peach-hazy-ipa.md) - [Tropical Fruit-Infused Lagers](https://www.trendhunter.com/trends/cosmic-drop-tropical.md) - [Triple-Flavor Canned Libations](https://www.trendhunter.com/trends/four-loko-pink-melon.md) - [Tropical Hazy IPAs](https://www.trendhunter.com/trends/tropical-hazy-ipa.md) - [Spicy Melon Ciders](https://www.trendhunter.com/trends/chili-lime-watermelon.md) - [Lusciously Aromatic Hazy IPAs](https://www.trendhunter.com/trends/juicy-hazy-ipa.md) - [Fruit-Punctuated Hazy IPAs](https://www.trendhunter.com/trends/fruitpunctuated-hazy-ipa.md)