# Citrusy Kombucha Beers Deschutes Brewery & Humm Collaborated to Combine Kombucha and Beer By Laura McQuarrie | Published 2019-05-27 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/kombucha-and-beer References: [thefullpint](https://thefullpint.com/beer-news/deschutes-brewery-humm-kombucha-collaborate-on-cross-category-beverage/) & [deschutesbrewery](https://www.deschutesbrewery.com/beer/humm-zinger/) Deschutes Brewery recently teamed up with Humm to create [Humm Zinger](https://www.trendhunter.com/trends/every-egg), a unique and refreshing product combining kombucha and beer. The refreshing summer beverage combines Humm’s tangy grapefruit kombucha with hops and malt to put a spin on the shandy—which typically puts beer with a clear, carbonated lemon-lime drink. The product boasts a low [ABV](https://www.trendhunter.com/trends/tepache-hiball) of just 4.3% and will be introduced to consumers in packs of six in select markets in the United States. At the same time [hard kombuchas](https://www.trendhunter.com/trends/mate-maker) are hitting the mainstream, offering options that are flavorful, refreshing and boast a healthy base, consumers are also showing a preference for low-ABV alcohol products that are in line with their mindful drinking practices. ## Trend Insights (Trend Hunter) - Score: 1.0/10 - Popularity: 6% | Activity: 17% | Freshness: 8% - 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 ### Why This Trend Is Growing - **Hard-kombucha Trend:** The rise of hard kombuchas represents a disruptive innovation opportunity for breweries to tap into the growing demand for flavorful, low-ABV alcoholic beverages. - **Healthy Alcohol Alternatives Trend:** Consumers' preference for low-ABV alcohol products presents an opportunity for beverage companies to create innovative and refreshing options that align with mindful drinking practices. - **Collaborative Beverage Innovation Trend:** Partnerships between breweries and other beverage companies, such as kombucha makers, offer a chance for collaborative product development and the creation of unique and exciting drink combinations. ### Industries Being Reshaped - **Craft Beer:** Craft breweries can explore the hard-kombucha trend by infusing their brewing expertise with kombucha flavors to create innovative and appealing offerings. - **Beverage Manufacturing:** Beverage manufacturers can capitalize on the healthy alcohol alternatives trend by developing and producing low-ABV products that cater to health-conscious consumers. - **Collaborative Brewing:** Collaborative brewing between breweries and kombucha makers presents an opportunity for both industries to expand their market reach and offer consumers new and enticing drink options. ## Related on Trend Hunter - [Hopped Alcohol-Free Kombuchas](https://www.trendhunter.com/trends/momo-x-orbit-beers-hops-kombucha.md) - [Nostalgic Hard Cherry Limeades](https://www.trendhunter.com/trends/hard-cherry-limeade.md) - [Next-Generation Functional Kombuchas](https://www.trendhunter.com/trends/functional-kombucha.md) - [Blueberry-Spiked Hard Kombuchas](https://www.trendhunter.com/trends/blueberry-hard-kombuchas.md) - [Iced Tea Lemonade Kombuchas](https://www.trendhunter.com/trends/iced-tea-lemonade-kombucha.md) - [Refreshing RTD Kombuchas](https://www.trendhunter.com/trends/kombucha-cocktails.md) - [Jalapeno-Spiked Hard Kombuchas](https://www.trendhunter.com/trends/jalapeno-hard-kombucha.md) - [Authentic Boozy Craft Kombuchas](https://www.trendhunter.com/trends/craft-kombucha.md) - [Living Culture-Infused Seltzers](https://www.trendhunter.com/trends/cultureinfused-craft-hard-seltzers.md)