Top 10 Beer Trends... According to me, and Trend Hunter

While sitting in my virtual beer class (I’m currently enrolled in Beer 2 at George Brown College in Toronto, having already taken Beer 1) and my professor stated that beer doesn’t necessarily change or innovate, the ingredients do. Yes, I’m paraphrasing, but what he meant was that beer has four main ingredients, and of those ingredients, there are infinite “types” of each.

Main Ingredients: water, grain, yeast, hops

Beer styles, flavours and innovations differ based on which type of the four main ingredients you use and what recipe you follow. Even the water you use changes the beer. It matters where you get or grow your ingredients, how much of each you use, when you add the ingredient(s), temperature, etc.

Because I work at the global trend research firm Trend Hunter I thought, hey what are the latest trends that we’re seeing in beer right now, around the world? So, I’ve compiled a list of the top 10 trends of 2021 so far.

1. Vegan Milkshake IPAs - this is a dairy-free beer from the Seven Bro7hers brewery. Jumping on the dietary trend of veganism AND the milkshake IPA trend that has recently exploded in the craft beer industry, this one’s a double whammy! It also came out just in time for January aka Veganuary. Be sure to check out the stunning artwork using the link above (: 
2. Minty Small Batch Beers - this comes from a big brand in the beer world, Sapporo - one of Japan’s leading breweries. “As part of its Hoppin’ Garage project, Sapporo created an Adult Choco Mint beer that offers a refreshing taste for enjoying after a meal”. The Hoppin’ Garage project was launched in 2018 and continues today. The initiative collects new drink ideas from fans that can potentially launch as limited-edition flavours. Through the project, Sapporo previously released iterations inspired by board games and rice balls. As someone who searches high and low for a mint or candy cane beer, this one appeals to my extreme desires.
3. Tortilla Chip Beers - brought to us by the California chip company, Taco Works, and the brewery, Tio Rodrigo! The idea came from pivoting the traditional American football festivities of “tailgating” to “homegating” during the lockdown, combining 2 game staples: beer and chips. Corn is a great adjunct in beer (aka a beer made with something other than traditional ingredients) and so tortilla chips are acting as the grain here. In fact, this lager is made with more than 400lbs of fresh-out-of-the-oven tortilla chips and it has notes of zesty lime for a refreshing finish.
4. Creme Egg Craft Beers - a brew from Goose Island & Cadbury celebrating the 50th anniversary of Cadbury Creme Egg. This ‘Golden Goo-Beer-Lee Creme Stout’ celebrates Creme Egg’s golden jubilee and does so with ingredients like malted barley, oats, wheat and milk sugar that mimic the richness and creamy texture of the beloved confection. Not only does this ignite nostalgia in many consumers, it also incorporates the milk sugar (lactose) trend that adds a creaminess to beers too! Too old (or good) for a chocolate egg hunt? Hide these around the house/yard and get in touch with your inner child. Disclaimer: UK-only, I’m sad, too! 
5. Alcohol-Free Mental Health Beers - named Clear Head, this one is another collaboration between Bristol Beer Factory and the Talk Club (a mental health talking club for men). The beer itself is a pale colour with flavours of sharp citrus, apple and stone fruits, and uses the hops Citra and Mosaic. Five percent from every bottle or pint sold will go towards supporting Talk Club and its mission to support mental fitness in men. Disclaimer: UK-only, ugh. 
6. Mango-Forward Lagers - while mango is already a very popular flavour in beer thanks to the hop varieties like Citra & Mosaic, the Yuengling Raging Eagle Mango beer uses natural mango flavours. Typically you could find mango-flavoured hops in an IPA or something similar, but this brew is a refreshing and crisp pilsner. While flavours and consumer preferences change all the time, most of them seem to be quite cyclical, and with summer around the corner, I think mango will gain quite the momentum in the coming months.
7. Vintage-Inspired Beer-Branded Apparel - who doesn’t love a good piece of beer branded merch? Well, this collab between Coors Banquet and Huckberry is next level. The collection is all about function and vintage vibes - think 60’s and 70’s. You can expect to see attire like trucker jackets, t-shirts, corduroy hats and even leather coasters - to name a few! This whole collaboration encompasses the shift we see towards getting back to our roots and moving out of dense urban cities (#cottagecore). And of course, the branded merchandise trend that’s been wildly popularized through pop culture. Additionally, 10% of proceeds from the Coors x Huckberry line will go to the Wildland Firefighter Foundation. Check out the amazing video about the project here: Coors x Huckberry
8. Citrusy Zero-Sugar Spirits - oops, not a beer! Instead, this is an example of the pivot trends I see in the beer industry - the product pivot. A beloved brewery here in Ontario is Great Lakes, they’re iconic, and as such have begun to broaden their portfolio and add products like this. “Launched under the name Great Lakes Spirits, the brand is highlighting its Vodka Soda with Citrus, which contains 5% alcohol and 130 calories.” I can hear the sunny summer days calling!
9. Pop Art IPAs - a new and visually gorgeous addition to the Brooklyn Brewery beer fridge - Pulp Art Hazy IPA. The incredibly eye-catching, artful packaging takes cues from pop art. This delightful hazy IPA is available year-round (as of February of this year). A trend that I’ve also noticed in the beer (retail) industry is that shoppers love to buy-based-on-branding - hey, I’m guilty of it too! But the idea is that if you can get the consumer’s attention and then wow them, repeat purchases are much more likely to happen.
10. Authentic Barcelona-Brewed Beers - my last trend here is really rooted in the consumer desire for heritage and terroir - something we typically associate with coffee or wine - but it’s in beer too. The Estrella Damm Lager is brewed “with 100% natural local Mediterranean ingredients, the drink has a rich history in Europe—in Barcelona, Spain specifically, where it has been brewed since 1876. The proliferation of beer culture in Northern America...has created a demand for more authentic and globally inspired flavours. Part of the second category, Estrella Damm Lager, is offered at the Beer Store in Canada.”

If anything here caught your eye, send me a note! I’m happy to chat all things beer trends.

Cheers,