Alcohol brands partner with food brands to expand their reach
Implications - Moving away from premium food and beverage products, many alcohol brands are expanding their market scope by collaborating with more mainstream, fast casual brands. Collaborating with burger chains, dessert shops and fast food eateries, these brands are seeking to not only expand their reach, but also redefine themselves as more approachable. This shift in particular appeals to young Millennial males who is likely to find these brands more accessible when paired with already familiar products.
Workshop Question - How can you leverage co-creation to tap into multiple facets of your consumer's lifestyle?
Trend Themes
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Collaborations — Alcohol brands are partnering with mainstream fast food brands and restaurants to redefine themselves as more approachable, with co-branded menus and products.
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Alcohol-infused Products — Alcohol-infused products are gaining popularity and creating disruption in the food and beverage industry, with offerings like gin cocktail desserts, scotch-infused doughnuts, and moonshine-infused burgers.
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Wine and Food Pairings — Meal kit subscription services and brands offer unique wine and food pairings, with subscription services like HelloFresh providing monthly wine shipments tailored to match meal kit recipes, and Tanqueray offering a masterclass on how to pair gin with fresh juices.
Industry Implications
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Fast Casual Restaurants — Collaboration with alcohol brands can be an opportunity for fast casual restaurants, making their menu much more interesting and offering new experiences to their consumers.
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Food and Beverage — Alcohol-infused products and unique wine and food pairings provide food and beverage industry with an opportunity to offer new products and flavors to their customers.
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Luxury Brands — Luxury brands that specialize in craft can offer unique experiences such as Tanqueray's Perfect 10 series and gin tastings on a train, which can make their brand stand out and create premium experiences.
