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# Location-Themed IPAs
Stone Brewing's ///Fear.Movie.Lions Double IPA is Named After a Word Address

By Laura McQuarrie | Published 2018-06-19 | Lifestyle
Source: Trend Hunter, https://www.trendhunter.com/trends/fear-movie-lions-double-ipa
References: [brewbound](https://www.brewbound.com/news/stone-brewing-releases-fear-movie-lions-double-ipa) & [stonebrewing](https://www.stonebrewing.com/)

[Stone Brewing's](https://www.trendhunter.com/trends/stone-xocoveza-tres-leches) newest creation is the ///Fear.Movie.Lions [Double IPA](https://www.trendhunter.com/trends/experimentallyhopped-double-ipa), which gets its name from a three meter by three meter square within the brewery in Richmond, Virginia. This square references 'what3words,' a geocoding system where the world is gridded into squares and each location is assigned a three-word address.

The 8.5% ABV beer itself is unfiltered and boasts some bitterness with [fresh fruit, hops](https://www.trendhunter.com/trends/empyrean-brewing) and white sage. As such, the IPA's unique combination of flavors is said to pair well with everything from Pad Thai noodles, Hawaiian Fried Rice or Prosciutto-wrapped melon.

As Stone Brewing Executive Chairman & co-founder Greg Koch describes: "In the not-so-distant future you’ll be able to use what3words to get beer delivered to you wherever you are, or to verbally tell your self-driving car to take you to the beer."

## Trend Insights (Trend Hunter)

- Score: 3.1/10
- Popularity: 28% | Activity: 56% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Millennial, Gen X
- 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

### Why This Trend Is Growing

- **Geocoding System:** Implementing geocoding systems like what3words can revolutionize location-based services in various industries.
- **Location-themed Products:** Brands can innovate by creating products named after specific locations, offering a unique and personalized experience to consumers.
- **Unique Flavor Combinations:** Exploring unexpected flavor pairings in food and beverages can create disruptive innovation opportunities for the culinary industry.

### Industries Being Reshaped

- **Technology:** Integrating geocoding systems into delivery services and navigation apps can enhance user experiences and streamline operations.
- **Food and Beverage:** Developing location-themed products and experimenting with innovative flavor combinations can attract consumers and elevate the dining experience.
- **Transportation:** Implementing geocoding systems in GPS navigation systems and self-driving cars can revolutionize location-based travel and enhance convenience for passengers.

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