# Menopausal Craft Beers Portsmouth Brewery's 'Libeeration' Was Made for Menopausal Women By Ell Smith | Published 2017-10-09 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/portsmouth-brewery References: [psfk](https://www.psfk.com/2017/10/brewery-makes-beer-menopausal-women.html) & [portsmouthbrewery](https://portsmouthbrewery.com/beer-food/libeeration/) Sometimes a cold beer can help when experiencing bodily discomfort, which is why Portsmouth Brewery created a beer that's specifically designed to relieve the symptoms in menopausal women. The beer, known as the 'Libeeration,' has an ingredient list which includes [lemon balm and chamomile](https://www.trendhunter.com/trends/mellow-menopause), which are known to lessen uncomfortable symptoms experienced during menopause. To make the beer, the brewery consulted various healthcare professionals, herbalists and [women experiencing menopause](https://www.trendhunter.com/trends/women-experiencing-perimenopause) and discovered the most common annoyances were "[sleeplessness, hot flashes and mood swings](https://www.trendhunter.com/trends/hot-flash-sale)." The beer is described as a "gruit-style ale" that contains "fruity, spicy, earthy flavors." The brew aims to attract a niche yet largely overlooked segment of the market, as craft beer brands often focus their marketing efforts on attracting men between the ages of 21 and 35. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 33% | Activity: 53% | Freshness: 8% - Audience gender: 10% men, 90% women - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Why This Trend Is Growing - **Menopause-focused Products:** Companies can create products that cater to the unique needs of menopausal women, like Portsmouth Brewery's 'Libeeration' beer featuring ingredients to ease menopausal symptoms. - **Natural Remedies for Health:** Craft beer breweries and other companies can continue experimenting with ingredients long used as natural remedies to replace synthetic drugs. - **Overlooked Niche Markets:** Identifying underrepresented consumers can pay off, as Portsmouth Brewery did in innovating beer specially designed for menopausal women to stand out from the competition. ### Industries Being Reshaped - **Breweries:** Craft breweries can pioneer the use of natural herbs, such as lemon balm and chamomile, and even consult herbalists and healthcare professionals to create unique beers with health benefits. - **Pharmaceuticals:** Pharmaceutical companies can research and invest in natural and effective remedies to replace synthetic hormone therapies that are commonly used for treating menopausal symptoms. - **Health and Beauty:** Health and beauty companies can use natural remedies long used in wellness, such as lemon balm and chamomile, to create products targeted at reducing menopausal symptoms experienced by women. ## Related on Trend Hunter - [Senior-Targeted Beers](https://www.trendhunter.com/trends/becks-70.md) - [Women-Celebrating Sour Beers](https://www.trendhunter.com/trends/womencelebrating-sour-beers.md) - [Functional Alcohol-Free Beers](https://www.trendhunter.com/trends/brewdog-mello.md) - [Mushroom-Powered Menopausal Instant Coffees](https://www.trendhunter.com/trends/empower-decaf-coffee-boost.md) - [Women-Empowering Craft Ales](https://www.trendhunter.com/trends/womenempowering-craft-ale.md) - [Defiant Women-Celebrating Beers](https://www.trendhunter.com/trends/kolschstyle-beer.md) - [Flower-Infused Pale Ales](https://www.trendhunter.com/trends/blokequet.md) - [Menopause Support Recipes](https://www.trendhunter.com/trends/the-menopause-hub.md) - [Iranian Women-Supporting Lagers](https://www.trendhunter.com/trends/iran-women-craft-lager.md)