# Adult Soft Drinks Discerning Designated Drivers Will Love Juice Brewery's Hopper By Marissa Brassfield | Published 2009-01-15 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/hopper-juice-brewery References: [juicebrewery](http://www.juicebrewery.com/) Being the designated driver just got a lot cooler with the launch of Hopper soft drinks from the [Juice Brewery](https://www.trendhunter.com/trends/coco-mango-bowl). They’re made with hops, malt, wheat, and barley--just like your favorite brew--but they’re also infused with natural fruit flavors for a non-alcoholic beverage that doesn’t feel as juvenile as a regular soda. What I like in particular about Hopper beverages is that they have a nice foamy head when poured into a glass. It’d be tough to tell an Apple Hopper or a Citrus Hopper apart from a light domestic beer or Belgian-style wheat beer. That said, the Juice Brewery’s offerings aren’t a nonalcoholic beer by any means. These are natural juice beverages that have been made with traditional beer ingredients. For traditionalists, this doesn’t sound like a combination that would work, but it does--in spades. There’s another fun fact about Hopper that made it easy for me to give them a shot: Juice Brewery’s CEO, Tim Dewey. He spent over 20 years with Diageo (in charge of [Guinness](https://www.trendhunter.com/trends/house-of-00)), [William Grant & Sons](https://www.trendhunter.com/trends/the-perpetual-collection) and SAB Miller. Here’s what he has to say about Hopper below. ## Trend Insights (Trend Hunter) - Score: 2.0/10 - Popularity: 26% | Activity: 25% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## 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 - **Hopper Soft Drinks:** The launch of Hopper soft drinks presents a disruptive innovation opportunity for the beverage industry to cater to designated drivers with a more sophisticated non-alcoholic option. - **Non-alcoholic Beer Alternatives:** The trend towards non-alcoholic beverages made with traditional beer ingredients presents a disruptive innovation opportunity for the beer industry to expand their consumer base. - **Fruit-infused Soft Drinks:** The trend towards natural fruit-infused non-alcoholic beverages presents a disruptive innovation opportunity for the soft drink industry to appeal to health-conscious and discerning consumers. ### Where This Applies - **Beverage Industry:** The beverage industry can take advantage of the Hopper soft drinks trend to create more non-alcoholic options for designated drivers and expand their market. - **Beer Industry:** The trend towards non-alcoholic beer alternatives presents a disruptive innovation opportunity for the beer industry to create more diverse and inclusive options for consumers. - **Soft Drink Industry:** The fruit-infused soft drinks trend presents a disruptive innovation opportunity for the soft drink industry to cater to health-conscious consumers and challenge traditional sugary drinks. ## Related on Trend Hunter - [Dry January Refreshments](https://www.trendhunter.com/trends/hop-wtr-drink.md) - [Hoppy Sparkling Waters](https://www.trendhunter.com/trends/hoplark.md) - [Hop-Heavy Non-Alcoholic IPAs](https://www.trendhunter.com/trends/nonalcoholic-ipas.md) - [Hops-Infused Sparkling Water](https://www.trendhunter.com/trends/sidekick-sparkling-hop-water.md) - [Non-Alcoholic IPAs](https://www.trendhunter.com/trends/really-really-hoppy.md) - [Sober Craft Beer Collections](https://www.trendhunter.com/trends/nonalcoholic-craft-beer.md) - [Low-Calorie Non-Alcoholic Brews](https://www.trendhunter.com/trends/partake-brewing.md) - [IPA-Inspired Sparkling Waters](https://www.trendhunter.com/trends/hop-splash.md) - [Collaborative Non-Alcoholic Drinks](https://www.trendhunter.com/trends/public-coast-brewing.md)