# Upscale Oceanic Beer Branding The Kelpie Brewery Bottled Beer Draws Inspiration from the Sea By Michael Hemsworth | Published 2016-06-12 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/bottled-beer References: [packageinspiration](http://www.packageinspiration.com/kelpie-brewery.html/) & [karlbewick](http://www.karlbewick.com/) The Kelpie Brewery bottle beer branding is the design work of student Karl Bewick and helps to enhance the perception of traditional Scottish beer. Being that a Kelpie is a [mythological Scottish waterhorse](https://www.trendhunter.com/trends/irnbru-xtra-legend-editions), Bewick took this notion into account when designing the packaging and branding in order to convey a correlation to the sea. Including such options as the [Whirlpool](https://www.trendhunter.com/trends/limited-edition-front-load-washer) Black Stout, the Dark Depths IPA and the High Tide Golden Ale, the Kelpie Brewery bottled beer packaging is an upscale ode to the sea. Drinking culture has changed a great deal over the past decade or so with traditional libations such as [beer and liquor](https://www.trendhunter.com/trends/86-tattoo-limited-edition) becoming a less popular options amongst segments such as Millennials. The need for adaptation in the alcohol industry is becoming more apparent as consumers seek to be wowed with regard to packaging, branding and product. ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 50% | Activity: 28% | Freshness: 8% - Audience gender: 50% men, 50% 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 - **Luxury Alcoholic Beverages:** There is a trend towards creating upscale and premium packaging for traditional alcoholic beverages to appeal to new consumers. - **Mythological Branding:** Using mythological creatures or cultural icons in branding can create a strong connection to heritage and a unique identity for products. - **Sea-inspired Packaging:** Designing packaging that incorporates elements of the sea can create a strong connection to nature and evoke a sense of luxury and quality. ### Industries Being Reshaped - **Alcoholic Beverages:** The alcoholic beverages industry can benefit from disruptive innovation in branding and packaging to appeal to new demographics and increase sales. - **Graphic Design:** In order to create compelling branding and packaging designs, the graphic design industry can explore new themes and styles that connect with consumers. - **Hospitality:** The hospitality industry can benefit from offering unique and premium alcoholic offerings that appeal to younger demographics and enhance overall customer experiences. ## Related on Trend Hunter - [Conceptual Craft Beer Bottles](https://www.trendhunter.com/trends/sour-glass.md) - [River-Inspired Beer Identities](https://www.trendhunter.com/trends/mekong-river.md) - [Expressive Beer Packagings](https://www.trendhunter.com/trends/buqui-bichi-brewery.md) - [Colorful Kombucha Branding](https://www.trendhunter.com/trends/colorful-kombucha-branding.md) - [Alcohol Brand Rebrands](https://www.trendhunter.com/trends/edinburgh-gin-redesign.md) - [Contemporary Beer Packagings](https://www.trendhunter.com/trends/beer-brothers.md) - [Retro-Inspired Beer Cans](https://www.trendhunter.com/trends/bellwoods-brewery.md) - [Heritage-Inspired Sophisticated Whisky Packaging](https://www.trendhunter.com/trends/sophisticated-whisky-packaging.md) - [Eye-Catching Low-Calorie Beers](https://www.trendhunter.com/trends/lowrise.md)