Hops deliver on beverage flavor trends

Posted: April 21, 2016
In: In the Media

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.”

A First Look at What’s on Deck at SupplySide 2026 Booth 2045

SupplySide Global will be here before you know it, and we're putting the finishing touches on what you'll get to taste, see, and dig into at Booth 2045.

From the Bench to the Brief: Imbibe’s Lauren Senne on the Science Behind Great-Tasting Beverages

The conversation goes deep on the technical realities most founders don't encounter until they're already mid-formulation, like how taste modulation works at the receptor level and why sugar reduction changes more than sweetness.

#TrendSpotting: The Cloud Effect

Consumers are chasing a particular kind of texture: light, airy, whipped. The word "cloud" just happens to be what the culture reached for to describe it.

Hops deliver on beverage flavor trends

Keep Reading:

A First Look at What’s on Deck at SupplySide 2026 Booth 2045

From the Bench to the Brief: Imbibe’s Lauren Senne on the Science Behind Great-Tasting Beverages

#TrendSpotting: The Cloud Effect

Notice: Holiday Closure