Three Floyds Brewing is well-known in the craft beer industry but the brand is stepping out of this category with a new product launch — a 4.5% lighter-style premium lager named Floyd Deluxe. The beer was brewed with Indiana corn grits and is marketed as refreshing, clean, and approachable.
Jason McMackins, President of Sales and Marketing at Three Floyds Brewing explained the change of direction: "We’ve already expanded into spirits and RTD canned cocktails, and now we’re entering the lighter-style lager category. Floyds Deluxe was a natural next step – our employees and customers don’t exclusively drink craft beer, and we want to offer something that resonates with both our loyal fans and the broader beer-drinking community."
Image Credit: Three Floyds Brewing
What's Driving This Trend
- Lighter-style Lager Beers
- Growing interest in lighter-style lagers represents a shift towards more approachable and versatile beer options, opening avenues for brewers to attract a broader audience beyond traditional craft beer enthusiasts.
- Premium Refreshment
- Beverages that emphasize premium ingredients and refreshing qualities are gaining traction, appealing to consumers seeking high-quality drink experiences in everyday settings.
- Craft Brews Diversification
- The trend of craft brewers diversifying their product lines to include spirits and lighter beers highlights a strategic move towards expanding market reach and maintaining brand relevance.
Who This Affects Most
- Craft Brewing Industry
- The craft brewing industry is innovating by incorporating regional ingredients, such as Indiana corn grits, into its processes to appeal to a diverse and discerning customer base.
- Alcoholic Beverage Industry
- In the alcoholic beverage sector, brands are exploring cross-category offerings like Lager and Ready-To-Drink (RTD) cocktails to capture a wider demographic.
- Food and Beverage Marketing
- The food and beverage marketing industry is poised to leverage emerging market trends by focusing on the shift towards multifaceted brand strategies that address varied consumer preferences.
