# Cocktail-Inspired Sour Beers Vocation Death by Amaretto Sour is Only Available at Sainsbury's By Michael Hemsworth | Published 2024-05-30 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/death-by-amaretto-sour References: [retailtimes](https://retailtimes.co.uk/sainsburys-exclusive-death-by-amaretto-sour-by-vocation-brewery/) & [vocationbrewery](https://www.vocationbrewery.com)  Vocation Death by Amaretto Sour has been announced by the UK-based brewery as a new libation that plays on the popularity of sour beers and provides an unexpected option to try out this spring. The beer is available exclusively at [Sainsbury's](https://www.trendhunter.com/trends/brewdog-canned-cocktails) locations and features a 4.5% ABV that's suited towards consumers with a penchant for more adventurous flavor experiences. The beer is reported to be an ode to the classic namesake cocktail and features tart morello cherry with marzipan notes before evolving into strong citrus notes. Head of Marketing at Vocation [Brewery](https://www.trendhunter.com/trends/the-protein-brewery-fermotein) Tom Holmes spoke on the Vocation Death by Amaretto Sour saying, "Our decision to launch the Amaretto flavour was driven by insights from past successes and aligning with wider industry cocktail trends, driven by the continued demand for short, classic cocktails. Also, with a 5% increase in [Google](https://www.trendhunter.com/trends/midori-sour-cocktail) searches for ‘Amaretto Sour’ over the past year, we’re expecting this to continue growing." ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 56% | Activity: 62% | Freshness: 24% - 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 ### What's Driving This Trend - **Cocktail-infused Beverages:** Merging the unique flavors of classic cocktails with popular drinks offers a new taste experience for adventurous consumers. - **Exclusivity in Retail:** Offering products exclusively through a specific retailer can drive traffic and create a buzz around brand releases. - **Flavor Experimentation:** Integrating unconventional flavors such as marzipan into traditionally simple drinks meets the demand for novel and sophisticated taste profiles. ### Who This Affects Most - **Craft Breweries:** Innovative flavor combinations in sour beers can attract new demographics and enhance the beverage's appeal. - **Retail Marketing:** Exclusive product launches can capitalize on consumer curiosity and loyalty to drive sales. - **Beverage Distribution:** The trend towards unique flavor profiles in beverages represents a significant pivot towards more personalized consumer experiences. ## Related on Trend Hunter - [Seasonal 80s-Honoring Beers](https://www.trendhunter.com/trends/last-christmas-sour-beer.md) - [Whiskey Sour-Inspired Ales](https://www.trendhunter.com/trends/whiskey-sour-inspired-ales.md) - [Zesty Citrus Sour Beers](https://www.trendhunter.com/trends/sour-beers.md) - [Adventurous Limited-Release Craft Beers](https://www.trendhunter.com/trends/wild-plum-sour.md) - [Cocktail-Inspired Beers](https://www.trendhunter.com/trends/kindred-spirits.md) - [Women-Celebrating Sour Beers](https://www.trendhunter.com/trends/womencelebrating-sour-beers.md) - [Fantastical Sour Beer Collections](https://www.trendhunter.com/trends/vault-city-marvellous-liquids.md) - [Soda-Inspired Beer Ranges](https://www.trendhunter.com/trends/vault-city-iron-brew.md) - [Mango-Infused Sour Ales](https://www.trendhunter.com/trends/sour-ales.md)