People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever.

The label on a can or bottle of beer can be a powerful marketing tool for craft breweries. While styles vary from abstract shapes to retro flair, many brands and enthusiasts have come to cherish animation-inspired designs. But why exactly are British drinkers drawn to this aesthetic?

Fast food chains Carl’s Jr. and Hardee’s have teamed up with Adult Swim to offer specialty toys in combo meals for cartoon fans. As adults lean into playful pursuits and get comfortable with kidulting to blow off some steam, brands can bring the fun to wherever they are.

Embracing the American craft beer drinker's evolving taste buds, brewery Clown Shoes Beer is catering to more experimental inclinations. Pandemic stay-at-home orders have Americans craving any sense of normalcy – quirky bevs combine indulgence with the ease of cracking open a beer.

Championing the mantra 'beer has no gender' is Japas Cervejaria, a brewery founded by Nipo-Brazilian women who are taking up space in a male-dominated space. Inspired by their ancestry, the brand highlights the importance of cultural appropriation through its unique flavours.