Booze brands look to adjacent alcohol categories for inspiration
Implications - Alcohol brands are attempting to regain loyalty lost to the recent Millennial preference for sober socialization by converging unexpected flavors within the alcohol category. While these flavors might not appeal to the masses, for Millennial foodies or die-hard fans, products like vodka-flavored beer serve as a shareable and novel experience.
Workshop Question - What unexpected mashups within your own industry could your brand tap into?
Trend Themes
1. Flavor Convergence - Alcohol brands are blending unexpected flavors within their products as a way of exploring new and exciting tastes.
2. Hybrid Alcohol Products - The creation of vodka-flavored beer and rosé margaritas signal a trend in combining different types of alcohol into unique drinking experiences.
3. Summer-inspired Drinks - New beverage products that draw inspiration from summer favorites like margaritas and rosé ciders demonstrate a trend in creating drinks that cater to the season's vibe.
Industry Implications
1. Alcohol Brands - Companies involved in the creation and distribution of alcoholic beverages can take advantage of the trend toward flavor and product convergence to experiment with new drink modifiers and combinations that appeal to Millennials.
2. Craft Breweries - Small, community-driven breweries focused on experimentation and innovation can disrupt the traditional beer market space with creative products, like cocktail-inspired craft beers.
3. Hospitality Sector - Bars and restaurants that serve alcohol can leverage the trend toward hybrid and summer-inspired drinks to create new and distinctive drink menus that appeal to consumers looking for unique experiences.
