Rogue has claimed Yellow Snow IPA is the “official beer” of the winter, describing it as a pale golden-hued ale with hoppy tropical fruit aroma and a medium body.
The beer has won more than 30 awards, including a gold medal at the 2015 World Beer Championship and is available worldwide.
Another Rogue export set to hit the UK is Voodoo Doughnut, Grape Guerrilla, an ale based on a raised yeast doughnut with vanilla icing, grape dust and lavender sprinkles.
‘Tasted like doughnuts’
Kenneth ‘Cat Daddy’ Pogson, co-founder of Voodoo Doughnut, said: “Rogue approached us six years ago and wanted to make a beer that tasted like doughnuts. After a lot of trial and error, we created Bacon & Maple Ale and it’s been great ever since.
“It’s got a great grape essence and doesn’t taste like cough syrup. It’s grape in a great way.”
However, Yellow Snow and Doughnut-themed beers were not highlighted by world beer experts as the next big trends.
Instead, sour beers, porters, stouts and barrel-aged strong beers were tipped by fanatics at the annual Great American Beer Festival as growth areas.
Yet, novel flavours were highlighted by festival organiser the Brewers Association, as rising trends.
‘Beers made from cannabis’
It said: “Innovation and experimentation are rise in US craft brewing circles, with beers made with cannabis, marshmallows, cucumber, pig parts, breakfast cereals and tobacco.
“Such beers demonstrate the skill and flair of the brewer and satisfy the beer drinker’s craving for the next new thing, but are likely to remain too niche for the mainstream market.”
As Rogue demonstrates, packaging is also an area brewers are giving more attention to.
UK brewer and operator Marston’s, recently announced it would pump £1m into a major overhaul of its image and packaging, in a bid to attract younger drinkers.