# Purposeful Premium Lagers The Vocation Brewery Hilltop Lager is Easy-Drinking By Michael Hemsworth | Published 2024-11-15 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/vocation-brewery-hilltop-lager References: [retailtimes](https://retailtimes.co.uk/vocation-brewery-launches-premium-lager-hilltop/) & [vocationbrewery](https://www.vocationbrewery.com/?srsltid=AfmBOorcfcSrl0q5_CoHQgzZcvWQrxy_jWhKVxN-V_-IqPgepO88Gjjh)  The Vocation Brewery Hilltop Lager is headed to the UK market to provide consumers with a premium libation to try out this fall that prioritizes an authentic, flavor-forward profile. The beer is slated to arrive now at Tesco locations and boasts a 4.3% ABV with a bold, fresh flavor profile that's paired with easy-drinking attributes. The beer is ideal for quality-minded consumers to try out and also pays homage to the brewery's origin in an old chicken shed situated on a hill 1,000-feet above sea level. Senior Brand Manager Chris Mitchell spoke on the Vocation Brewery Hilltop Lager saying, "Hilltop Lager is a tribute to where we started – a small independent brewery founded 1,000 feet above sea level in Hebden Bridge, Yorkshire. We wanted to capture that sense of adventure and resilience that has always been a part of our story. This lager isn’t just refreshing, it’s brewed with purpose, and we’re thrilled to be offering consumers a premium beer that’s as authentic and bold as our beginnings.” ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 20% | Activity: 25% | Freshness: 31% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: Europe ## 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 - **Authenticity-driven Beverages:** Beverages that prioritize authentic origin stories and unique brewing processes can capture consumer interest by providing a deeper connection to the product. - **Premium Lager Market Expansion:** The introduction of high-quality, easy-drinking lagers to new markets offers potential for growth among discerning drinkers looking for superior flavor experiences. - **Localized Craft Beer Narratives:** Craft beers that highlight their local heritage and distinctive brewing histories can differentiate themselves in a crowded market. ### Who This Affects Most - **Craft Brewing:** Localization and storytelling are powerful tools for craft brewers aiming to establish a unique market position and foster consumer loyalty. - **Premium Alcoholic Beverages:** There is increasing demand for high-end beers that deliver both superior taste and authentic brand backstories. - **Retail Alcohol Distribution:** Retailers are expanding their premium product lines to meet the growing consumer appetite for quality craft beers. ## Related on Trend Hunter - [Brewery-Fresh Premium Lagers](https://www.trendhunter.com/trends/breweryfresh-premium-lagers.md) - [Deftly Balanced Oktoberfest Lagers](https://www.trendhunter.com/trends/oktoberfest-lager.md) - [Unabashedly Traditional Lagers](https://www.trendhunter.com/trends/traditional-lager.md) - [Easy-Drinking American Lagers](https://www.trendhunter.com/trends/easydrinking-american-lagers.md) - [Earthy Honey Lagers](https://www.trendhunter.com/trends/honey-lager.md) - [Outdoorsy Harvest Lagers](https://www.trendhunter.com/trends/amber-harvest-lager.md) - [Premium Crisp Lagers](https://www.trendhunter.com/trends/lager-long-run.md) - [Unfiltered German-Style Lagers](https://www.trendhunter.com/trends/germanstyle-lager.md) - [Earthily Aromatic Lager Beers](https://www.trendhunter.com/trends/lager-beer.md)