# Port-Like Beer Branding Old River Ale Looks More Like a Liqueur By Jamie Danielle Munro | Published 2014-06-03 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/old-river-ale References: [packageinspiration](http://www.packageinspiration.com/serrana-old-river-wood-aged-ale.html/) & [behance.net](https://www.behance.net/brunocreis) Old River Ale is a concept completed by Bruno Reis for an assignment, in which the team had to come up with an idea for a craft beer. The result is a branding design that looks more like an upscale bottle of port than an ale. However, this is exactly the point, as the goal would be to attract a more wealthy and upper class clientele. The bottle takes on a very dark aesthetic, coming in a black box with silver font, and the glass is a darker color too. The dark branding makes it more geared towards a male demographic, and again the shape of the bottle would suggest that the brand is targeting men with money. ## Trend Insights (Trend Hunter) - Score: 2.3/10 - Popularity: 20% | Activity: 41% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What's Driving This Trend - **Luxury Beer Branding:** Creating craft beer branding that incorporates luxury elements to attract a wealthier clientele. - **Upscale Packaging Design:** Developing packaging designs for craft beer that resemble high-end alcoholic beverages like liqueur or port. - **Targeted Demographic Branding:** Designing craft beer branding that specifically targets affluent male consumers. ### Who This Affects Most - **Craft Beer:** Craft beer breweries can explore luxury branding to expand their customer base and attract a higher-income clientele. - **Packaging Design:** Packaging design agencies can offer specialized services for craft beer brands looking to create upscale packaging designs. - **Alcoholic Beverage Marketing:** Marketing agencies can develop targeted campaigns to promote craft beer brands that focus on the wealthy male demographic. ## Related on Trend Hunter - [Conceptual Craft Beer Bottles](https://www.trendhunter.com/trends/sour-glass.md) - [Contemporary Beer Packagings](https://www.trendhunter.com/trends/beer-brothers.md) - [Expressive Beer Packagings](https://www.trendhunter.com/trends/buqui-bichi-brewery.md) - [Artistic Beer Packaging](https://www.trendhunter.com/trends/core-legends.md) - [Retro-Inspired Beer Cans](https://www.trendhunter.com/trends/bellwoods-brewery.md) - [Eye-Catching Low-Calorie Beers](https://www.trendhunter.com/trends/lowrise.md) - [Redesigned Bold Beer Brands](https://www.trendhunter.com/trends/peroni-smith-lumen.md) - [Californian Brewery Branding](https://www.trendhunter.com/trends/figueroa-mountain.md) - [Refreshing Cherry Beer Labels](https://www.trendhunter.com/trends/tainted-love-beer.md)