A long-waited vodka dream ironically came from England. As some magazines would call it "the champagne of vodkas" the O2 vodka is the world's first sparkling vodka. Produced by the International English Distillers and created by Philip Maitland the 80-proof premium vodka's production process is patented already. Personally I am looking forward to that effervescent sip.
Implications - Alcohol culture is increasingly mixing up ingredients and recipes, creating innovative cocktail ideas. This reflects the young alcohol consumer and their wish to try new things, especially in a loose setting that involves social drinking and entertainment activities. Marketers can fuse classic alcohol products with a more trendy ingredient in order to appeal to the young urban consumer who is acutely aware of drinking trends and social status.
Sparkling Vodka
The Champagne of Vodkas
Trend Themes
1. Mixed Ingredient Cocktails - Opportunity to create innovative cocktail ideas by mixing up ingredients and recipes.
2. Social Drinking and Entertainment Activities - Opportunity to tap into the young urban consumer's desire to try new things in a loose setting involving social drinking and entertainment activities.
3. Fusing Classic Alcohol Products with Trendy Ingredients - Opportunity to appeal to the young urban consumer by combining classic alcohol products with trendy ingredients to reflect drinking trends and social status.
Industry Implications
1. Alcohol - Opportunity for the alcohol industry to create mixed ingredient cocktails that appeal to the young urban consumer.
2. Hospitality and Entertainment - Opportunity for the hospitality and entertainment industry to cater to the young urban consumer's desire for social drinking and entertainment activities.
3. Marketing and Branding - Opportunity for marketers to fuse classic alcohol products with trendy ingredients to attract the young urban consumer who is aware of drinking trends and social status.