# Emotional Support Beers Woodstock Brewing's Emotional Support Beer Aids Operation at Ease By Laura McQuarrie | Published 2021-03-28 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/emotional-support-beer References: [foodandwine](https://www.foodandwine.com/news/emotional-support-beer) & [drinkwoodstock](https://www.drinkwoodstock.com/emotional-support-beer) In 2019, Floyd Hayes registered his favorite IPA as an "Emotional Support Beer" and the story went viral. Now, Hayes has collaborated with New York's [Woodstock Brewing](https://www.trendhunter.com/trends/woodstock-goods) to create a real Emotional Support Beer—but it doesn't come with any special privileges. The beer does, however, help to support Operation at Ease, a non-profit that [matches dogs from shelters with veterans](https://www.trendhunter.com/trends/k9s-for-warriors) and first responders to help them deal with post-traumatic stress. The Emotional Support Beer serves as a conversation starter when it comes to important issues surrounding animal shelters and mental health. The novel beer itself takes the form of an [unfiltered IPA with Citra hops](https://www.trendhunter.com/trends/big-mango-beer-hug). As Hayes himself describes, "expect a nice juicy smack of citrus, passion fruit, and mango. It's subtle though, which is just how I like it." ## Trend Insights (Trend Hunter) - Score: 5.4/10 - Popularity: 66% | Activity: 86% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Key Themes Behind This Trend - **Emotional Support Products:** Creating emotional support products such as craft beer can contribute to mental health conversations and support important non-profit initiatives. - **Collaborative Cause Marketing:** Partnering with non-profits for collaborative cause marketing initiatives can create unique products and contribute to important social causes. - **Unconventional Product Branding:** Using unconventional product branding and naming strategies such as 'Emotional Support Beer' can create viral marketing opportunities and raise awareness for important issues. ### Where This Applies - **Craft Beer Industry:** Craft beer companies can collaborate with non-profits and use unconventional product branding to create innovative products that contribute to social causes and increase brand awareness. - **Non-profit Industry:** Non-profits can partner with craft beer companies for collaborative cause marketing initiatives that raise awareness for important social causes and generate fundraising opportunities. - **Mental Health Industry:** The mental health industry can benefit from the use of emotional support products like craft beer to start conversations and reduce stigma surrounding mental health issues. ## Related on Trend Hunter - [Soldier-Supporting American IPAs](https://www.trendhunter.com/trends/american-ipa.md) - [Canine-Supporting Pale Ales](https://www.trendhunter.com/trends/caninesupporting-west-coast-ipas.md) - [Dog Rescue-Supporting Beers](https://www.trendhunter.com/trends/american-lager.md) - [Patriotism-Promoting Amber Lagers](https://www.trendhunter.com/trends/amber-lager.md) - [Comforting Ketchup Bottles](https://www.trendhunter.com/trends/emotional-support-ketchup-bottle.md) - [Pet Shelter-Supporting Beers](https://www.trendhunter.com/trends/petshelter-american-lager.md) - [Wildfire Relief-Supporting Beers](https://www.trendhunter.com/trends/pineapple-ipa.md) - [Firefighter-Supporting American IPAs](https://www.trendhunter.com/trends/american-ipas.md) - [Flower-Infused Pale Ales](https://www.trendhunter.com/trends/blokequet.md)