Trends, Foresights, & Insights: Never Miss, or Misread a Trend Again

Brewers are taking a cue from classic cocktails to create beers such as the Moscow Mule Ale from Ballast Point Brewing. And Seattle’s Naked City Brewing modeled it’s Big Lebrewski imperial stout after the White Russian cocktail.  The flavors in many cocktails can complement certain beer types.


For example, lighter beers like goses and saisons work well in citrusy cocktails like a Paloma Gose.  Meanwhile, a more substantial ale lends itself to amped-up caramel and spice notes, courtesy of a spin in a whiskey barrel.  Drinkers will delight in the option to try both a Manhattan and a Manhattan-inspired beer, possibly even side by side.


Lightbulb Moment: The hybrids showing up in the alcohol category are a throwback to post-recessionary times.  With the unrest we are experiencing today, hybrids are coming back.  Hybrids show up after a Recession when we move out of comfort food toward experimentation.  We also see the pattern emerge when we are already are moving backwards from Recovery (good times) due to bumps in the road – school shootings, political unrest, west coast wildfires, hurricane season, etc.  Here we are.