Trend Hunter's Chief Client Officer, Courtney Scharf explores the pandemic's influence on drinking and club culture, offering examples of adaptations from many businesses in the industry.
In "What's New in Alcohol and Nightlife," an episode of the platform's Now Trending series, Courtney showcases the motivations of the younger generation. The video dives into low-alcohol clubs that prioritize experiences over drinks, the role of alcohol in the new technology age, and how cannabis-infused CPG brands in North America refresh their products to better appeal to the modern consumer.
Courtney dives into the insight Alt Nightclub, which offers examples of nightclubs in the metaverse, digital nightclubs, and art gallery-turned-nightclubs, which all gained steam over the last two years due to extenuating circumstances. These new digital experiences have become integral parts of Gen Z's socializing patterns, as this age group, in particular, was pushed into digital-only and socially-distanced experiences during their late teens and early 20s.
For more information on What's New in Alcohol and Nightlife, check out Trend Hunter's free 2023 Trend Report.
The New Alcohol Industry
Trend Hunter's Now Trending Series Explores Drinking and Club Culture
Trend Themes
1. Low-alcohol Clubs - Opportunity for businesses to cater to experiential drinking for younger generations.
2. Digital Nightclubs - Innovation opportunity for businesses to create more immersive and accessible club experiences for Gen Z.
3. Cannabis-infused CPG Brands - Opportunity for refreshment and expansion of product lines to better appeal to modern consumers.
Industry Implications
1. Nightlife - Innovation opportunities for club owners to pivot to more unique experiences for customers.
2. Alcohol - Innovation and experimentation opportunities with low-alcohol drinks and infused products.
3. Consumer Packaged Goods - Opportunity for CPG brands to innovate and refresh their product lines to better appeal to modern consumers.