# All-Malt Craft Lagers The Firestone Walker Lager Beer is a Craft Beverage Without Hops By Madison Mackay | Published 2018-03-05 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/firestone-walker-lager References: [uncrate](https://uncrate.com/firestone-walker-lager-beer/) & [firestonelager](https://www.firestonelager.com/) Originally released in 2000, the [Firestone](https://www.trendhunter.com/trends/refreshing-nonalcoholic-beer) Walker Lager is now being re-released as a new all-malt lager. This new beer was brewed in a [classic Munich Helles style](https://www.trendhunter.com/trends/hofbruhaus-helles-lager), using North American pale malts as well as German pilsner ingredients, 100% fermented in handcrafted stainless steel. The brand decided to step outside of the worldwide hop craze to create a [craft lager](https://www.trendhunter.com/trends/vocation-brewery-hilltop-lager) that has never been seen before. This new and improved version of the original features a similar taste as a crisp and light beer without any hops. The brand decided to use the original Firestone Walker Lager branding and packaging to promote the fact that the product has a similar but updated taste 18 years later. ## Trend Insights (Trend Hunter) - Score: 1.0/10 - Popularity: 7% | Activity: 15% | 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 ### What Makes This Trend Stand Out - **All-malt Beers:** With consumers looking for alternatives to the hop-focused craft beer market, producing a line of all-malt beers could prove disruptive and attractive to a growing consumer base. - **Munich Helles Style:** An increase in popularity of the Munich Helles style speaks to a growing demand for lighter and crisper beers in the craft market, creating opportunities for innovation in this area. - **Non-hop Ingredients:** As hops continue to dominate the craft beer market, exploring non-hop ingredients and flavors in brewing could offer a unique selling point and entice consumers to try something new. ### Sectors Adopting This - **Craft Beer:** Craft breweries could capitalize on the growing trend of all-malt and non-hop beers by innovating and expanding their offerings to cater to this market. - **Brewing Industry:** With consumer preferences shifting towards lighter, crisper beers, there is an opportunity for innovation in the brewing industry to produce craft beers that meet these demands. - **Packaging Industry:** As brands like Firestone Walker utilize existing packaging to promote product updates, the packaging industry could explore creative ways to update packaging for existing products to appeal to changing consumer preferences. ## Related on Trend Hunter - [Brewery-Fresh Premium Lagers](https://www.trendhunter.com/trends/breweryfresh-premium-lagers.md) - [Refreshing Non-Alcoholic Beers](https://www.trendhunter.com/trends/refreshing-nonalcoholic-beer.md) - [Non-Alcoholic Vegan Lagers](https://www.trendhunter.com/trends/firebrand.md) - [Earthy Honey Lagers](https://www.trendhunter.com/trends/honey-lager.md) - [Unabashedly All-American Lagers](https://www.trendhunter.com/trends/allamerican-lager.md) - [Deftly Balanced Oktoberfest Lagers](https://www.trendhunter.com/trends/oktoberfest-lager.md) - [Rejuvenated Heritage Lagers](https://www.trendhunter.com/trends/heritage-lager.md) - [Effervescent Blonde Lagers](https://www.trendhunter.com/trends/blonde-lager.md) - [Unabashedly Traditional Lagers](https://www.trendhunter.com/trends/traditional-lager.md)