Category
Lifestyle
Assisted Choices
Trend cluster
Category
Alcoholic
Milkshake
Brands are offering dessert-inspired beverages in ready-to-drink formats.
4.3
Trend score
Trend
What is the Alcoholic Milkshake trend?
Alcoholic Milkshake: Companies are taking cues from the popularity of spiked dessert drinks and cream-based liqueurs. This results in the launch of various hard milkshakes and milkshake-infused alcoholic beverages in canned and bottled formats, catering to a culture of convenience.
Insight
The consumer insight behind the Alcoholic Milkshake trend
Contemporary consumers are always striving to juggle their work, personal lives, and responsibility while meeting their wellness and relaxation needs. Increasingly fast-paced environments—such as urban centers—necessitate on-the-go lifestyles, creating a strong demand for convenience. Individuals are prioritizing this when making most decisions because by cutting out stress and effort where they can, they feel more at ease and satisfied.
Trend themes
Themes within the Alcoholic Milkshake trend
Three behaviours holding the trend together01
Alcoholic dessert drinks
Companies are taking cues from the popularity of spiked dessert drinks and cream-based liqueurs.
02
On-the-go convenience
Individuals are prioritizing convenience when making most decisions because by cutting out stress and effort where they can, they feel more at ease and satisfied.
03
Low-ABV and healthy indulgence
Consumers are looking for better-for-you products that are easy to consume, millennials in particular are drawn to flavors that are healthy yet indulgent with creamy, smooth and foamy textures.
Industry implications
What the Alcoholic Milkshake trend means for industry
Where the trend changes the playbookFor
Alcoholic Beverages
The trend of alcoholic dessert drinks has created a new market segment within the beverage industry which is looking for convenience options.
For
Craft Beer
Craft breweries are experimenting with unique flavors to attract beer enthusiasts.
For
Ready-to-Drink Industry
The growing trend of convenience has caused an increase in the ready-to-drink industry which aims to provide consumers with easily accessible, on-the-go beverages.
Workshop question
How can your brand utilize convenience to a greater extent?
Trend signals
Trend signals for Alcoholic Milkshake
Trend score 4.3 out of 10, from popularity 65%, activity 53%, freshness 10%.
Popularity65%
Activity53%
Freshness10%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Alcoholic Milkshake trend
5 featured examples from Aug 8, 2019 to Apr 15, 2021CategoryMarketing
Dessert-Inspired Ready-to-Drink Vodka Drinks
The Vodka Mudshake Comes in a Variety of Flavors
The alcoholic beverage industry could develop and market unique dessert-inspired drinks with convenient packaging and unique flavors.
CategoryLifestyle
Canned Hard Shakes
Creamy Creation Hard Shakes are Foamy, Low-Alcohol & Low-Calorie
The ready-to-drink beverage industry can tap into the trend of canned low-ABV beverages by developing innovative products that cater to health-conscious consumers.
CategoryLifestyle
Neapolitan Ice Cream Beers
Other Half Brewing's Ice Cream Colored Lambo Beer is Dessert-Themed
Craft breweries can use unique and non-traditional ingredients like Neapolitan ice cream to differentiate themselves from the competition.
CategoryLifestyle
Vegan Milkshake IPAs
SEVEN BRO7HERS' Don't Milk It IPA Has a Milky Flavor Without Dairy
Breweries can offer vegan-friendly options such as IPAs and sweeter beers to appeal to plant-based consumers.
CategoryLifestyle
Milkshake-Flavored IPAs
Brewdog Collaborated with Tony’s Chocolonely on a Sweet Refreshment
Craft beer industry can experiment with unique flavors and collaborative marketing efforts to stand out in a crowded market and attract new customers.
