Consumers have become more open to new flavors and innovations as interest in health and wellness and consuming natural and organic products continues to grow. Beverage-makers have utilized many methods and ingredients to bring these products to the market, and experts note that hops are providing a solution for beverages across myriad categories.

Niles, Ill.-based Imbibe’s Marketing Coordinator Ilana Orlofsky highlights how the growing interest in natural products has driven the use of hops and malts. “As consumers express a growing interest in products with a natural positioning, some alcohol brands are responding by better aligning themselves within the organic and natural segment,” she says. “And we should expect to see more follow suit in the next 12-18 months.”

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