# Beer-Inspired Whisky Glenfiddich's Experimental Single Malt Whiskey Takes Cues from an IPA By Laura McQuarrie | Published 2016-09-02 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/single-malt-whisky References: [thespiritsbusiness](http://www.thespiritsbusiness.com/2016/09/glenfiddich-unveils-beer-flavoured-whisky/) & [glenfiddich](http://www.glenfiddich.com/collection/cask-collection/) This year, the Glenfiddich [Experimental Series](https://www.trendhunter.com/trends/amalthea-experimental-series-pineapple-rum) is introducing a new and unusual single malt whisky that takes inspiration from the beer category. The Glenfiddich IPA Experiment is a 40% ABV [single malt Scotch whisky](https://www.trendhunter.com/trends/scotch-whisky) that has notes of citrus, vanilla and hops, which are ingredients that the oak casks used in the making of this experimental new whiskey product previously contained. This product's hoppy flavor is proudly called out on a classic whisky bottle that's branded with bold lettering that reads: "IPA." In recent years, consumers have become fixated with hybrid and crossover flavors in both food and beverage products. As such, distillers are experimenting with unique fusions that defy just one genre. This includes blends of vodka and tequila, as well as beer and wine that takes after popular mixed cocktail drinks. ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 84% | Activity: 89% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## 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 - **Hybrid Flavors:** Opportunity for distillers to create unique fusions that defy traditional genre boundaries, such as blends of vodka and tequila. - **Crossover Beverages:** Opportunity for creating beverage products that combine elements of different drink categories, like beer and wine inspired by popular mixed cocktail drinks. - **Experimental Whiskey:** Opportunity for distillers to innovate and create unique flavors by drawing inspiration from other beverages, such as Glenfiddich's IPA-inspired whisky. ### Industries Being Reshaped - **Distilleries:** Opportunity for distilleries to experiment with new flavor combinations and create innovative products, attracting consumers interested in novel taste experiences. - **Beverage Manufacturing:** Opportunity for beverage manufacturers to develop and market crossover products that appeal to consumers seeking hybrid flavors and unique drink experiences. - **Alcohol Retail:** Opportunity for alcohol retailers to offer a wider variety of innovative and experimental whiskey products that cater to consumer demand for unique and unconventional flavors. ## Related on Trend Hunter - [Beer-Infused Malt Whiskeys](https://www.trendhunter.com/trends/malt-whiskeys.md) - [Beer Lover-Targeted Whiskeys](https://www.trendhunter.com/trends/buffalo-trace-experimental-collection-26.md) - [Flavor-Fused Whiskys](https://www.trendhunter.com/trends/glenlivet-rum-and-bourbon.md) - [Vibrant Whisky Cocktails](https://www.trendhunter.com/trends/single-malt-cocktails.md) - [Experimental Grain Whiskys](https://www.trendhunter.com/trends/grain-whisky.md) - [Hybrid Cask-Aged Whiskeys](https://www.trendhunter.com/trends/the-glenlivet-rum-and-bourbon-fusion-cask.md) - [Fall-Ready Scotch Whisky Cocktails](https://www.trendhunter.com/trends/scotch-whiskey-cocktail1.md) - [Summer-Ready Elevated Cocktail Experiences](https://www.trendhunter.com/trends/summer-cocktail-culture.md) - [Stout Cask-Finished Whiskeys](https://www.trendhunter.com/trends/smokehead-twisted-stout.md)