Create Your Own Craft Beer
US start-up Hop Theory has developed a range of hop blends (which add bitterness and aroma to beer) that allow drinkers to upgrade and personalise their brews.
The hops are packaged in biodegradable woven mesh sachets that can be added directly to a glass of beer in order to change the flavour within a 30-second to three-minute timeframe. The sachets are available in Cascade, which adds a tangy bitterness; Orange Peel, which adds a citrus taste; and Coriander Seeds, which adds sweetness with a 'lemon top note'. A single sachet can be used to flavour up to four beers.
Some 92% of millennials want to try new flavours, according to US-based researchers NPD Group. Brands are developing new and unusual flavourings that will appeal to this adventurous demographic.
We've seen a multitude of products that allow millennials to personalise their beverages. For example, UK-based design firm Cambridge Consultants has developed a barista-style device called Hoppier that can be fitted to beer fonts in bars, allowing the bartender to adjust the hop level to the customers' unique taste preferences. For more on this, see Cult of Craft: Beer and Millennials.
This idea is also being emulated across the wider alcohol industry. Portland-based start-up Time & Oak has developed Whiskey Elements, sticks that accelerate the ageing process of whisky in just one day.