# Alcoholic Milkshake Brands are offering dessert-inspired beverages in ready-to-drink formats. By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published Jan 4, 2021 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/alcoholic-milkshake ## Key Figures - Trend score: 4.3/10 - Evidence articles: 5 ## 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. ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Aug 8, 2019 to Apr 15, 2021 - Published: Jan 4, 2021 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Simplicity](https://www.trendhunter.com/megatrend/simplicity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Alcoholic Milkshake trend ### Alcoholic dessert drinks Companies are taking cues from the popularity of spiked dessert drinks and cream-based liqueurs. ### 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. ### 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. ## What the Alcoholic Milkshake trend means for industry ### For 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 for Alcoholic Milkshake Trend score 4.3 out of 10, from popularity 65%, activity 53%, freshness 10%. - Popularity: 65% - Activity: 53% - Freshness: 10% ## Examples of the Alcoholic Milkshake trend 5 featured examples from Aug 8, 2019 to Apr 15, 2021. - [Dessert-Inspired Ready-to-Drink Vodka Drinks](https://www.trendhunter.com/trends/vodka-mudshake): The Vodka Mudshake Comes in a Variety of Flavors (Category: Marketing) Implication: The alcoholic beverage industry could develop and market unique dessert-inspired drinks with convenient packaging and unique flavors. - [Canned Hard Shakes](https://www.trendhunter.com/trends/hard-shakes): Creamy Creation Hard Shakes are Foamy, Low-Alcohol & Low-Calorie (Category: Lifestyle) Implication: 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. - [Neapolitan Ice Cream Beers](https://www.trendhunter.com/trends/ice-cream-beer): Other Half Brewing's Ice Cream Colored Lambo Beer is Dessert-Themed (Category: Lifestyle) Implication: Craft breweries can use unique and non-traditional ingredients like Neapolitan ice cream to differentiate themselves from the competition. - [Vegan Milkshake IPAs](https://www.trendhunter.com/trends/dont-milk-it-ipa): SEVEN BRO7HERS' Don't Milk It IPA Has a Milky Flavor Without Dairy (Category: Lifestyle) Implication: Breweries can offer vegan-friendly options such as IPAs and sweeter beers to appeal to plant-based consumers. - [Milkshake-Flavored IPAs](https://www.trendhunter.com/trends/milkshake-flavored-ipa): Brewdog Collaborated with Tony’s Chocolonely on a Sweet Refreshment (Category: Lifestyle) Implication: Craft beer industry can experiment with unique flavors and collaborative marketing efforts to stand out in a crowded market and attract new customers. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)