The latest innovation insight from Gama Compass
MANCHESTER – 21st August 2017: Craft beer continues to get creative, using bold new flavours, innovative ingredients and tongue-in-cheek branding to tempt millennial drinkers. This month’s Innovation Insight looks at the latest brand looking to leave its mark in the flavoured craft segment – Not Your Mom’s Artisanal Brews.
Newly released by US-based craft brewer Small Town Brewery, Not Your Mom’s is a “collection of artisanal brews” inspired by fruit and dessert flavours, one of a growing band of products subverting traditional definitions of beer to target younger and more adventurous drinkers. According to the firm, Not Your Mom’s was driven by an increasing demand for fruit and tea flavours in the beer and FABs categories, as well as an appetite for dessert-inspired concepts: Mom’s Apple Pie beer is thus advertised as being “as American as mom’s apple pie” and “brewed with apple juice from Madagascar vanilla, cinnamon and nutmeg”, while the brand’s Strawberry & Rhubarb beer is “the perfect balance of sweet and tart”, made “with real strawberry & rhubarb juices”. Not Your Mom’s also includes an alcoholic iced tea “crafted with the finest tea leaves from India and real lemon juice” for “the perfect refreshing brew”.
Not Your Mom’s Artisanal Brews reflect the varied ways brewers have sought to adapt both formulations and branding to target millennial drinkers. From sweet taste profiles to retro styling, Not Your Mom’s reflects the increased category crossover, accessible flavours and light-hearted approach to branding that now characterises much youth-oriented innovation in the alcoholic drinks space.
Image source: Small Town Brewery
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Notes to editors
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