Alcoholic beverages are marketed as post-exercise items
Trend - Alcohol brands are targeting fitness enthusiasts in distinct ways, offering beverages or creating spaces that are designed specifically with fitness in mind. This unique niche allows for the alcohol industry to enter a large consumer space that it's typically considered to be the antithesis of, thus offering both function and novelty.
Insight - For health-conscious consumers, indulgence often comes with feelings of guilt or 'backtracking." These consumers seek out ways to balance their needs with their wants, and are drawn to brands that are able to strike a balance between things they enjoy, and things that are good for them.
Insight - For health-conscious consumers, indulgence often comes with feelings of guilt or 'backtracking." These consumers seek out ways to balance their needs with their wants, and are drawn to brands that are able to strike a balance between things they enjoy, and things that are good for them.
Workshop Question - What unlikely business could your brand partner with to target a new group of consumers?
