Category
Lifestyle
Serial Snacking
Trend cluster
Category
Authentic
Premiumization
Alcohol brands align with Millennial values through genuine branding.
4.4
Trend score
Trend
What is the Authentic Premiumization trend?
Authentic Premiumization: With more consumers educating themselves about premium alcohol, there’s a shift in focus towards alcohol brands that promote regionally-sourced ingredients and authentic craftsmanship. Millennials in particular are seeking to align themselves with brands that are genuine in their offerings, willing to pay at a premium for artisanal alcohol.
Trend themes
Themes within the Authentic Premiumization trend
Three behaviours holding the trend together01
Authentic Premiumization
As more consumers seek premium and artisanal alcohol, there will be opportunities for brands to align themselves with Millennial values through authenticity and regionally-sourced ingredients.
02
Branded Artisanal Products
Craft breweries and distilleries can take inspiration from the corked, handwritten and natural-branded artisanal gins, mezcal and other premium spirits and create unique identities that appeal to discerning drinkers.
03
Healthy & No-Alcohol Beverages
Brands like Caleño, which offer non-alcoholic alternatives with unique flavor experiences, especially to health-conscious millennials, will continue to grow in demand as consumers opt for healthier and more well-balanced lifestyles.
Industry implications
What the Authentic Premiumization trend means for industry
Where the trend changes the playbookFor
Alcoholic Beverages
Companies in the alcohol industry have opportunities to cater to the growing demand for authentic and regionally-sourced ingredients, as well as premium craft products with unique and branded packaging.
For
Health & Wellness
The trend towards non-alcoholic and low-alcohol beverages reflects a growing focus on health and wellness, particularly among millennials, and presents an opportunity for companies to provide alternatives to traditional alcohol products.
For
Marketing & Branding
The growing demand for premium and artisanal alcohol, as well as healthy and no-alcohol alternatives, suggest a need for unique and authentic branding strategies that appeal to younger, discerning consumers.
Workshop question
If you were to add a premium product or service to your current offerings, how would you communicate it to consumers?
Trend signals
Trend signals for Authentic Premiumization
Trend score 4.4 out of 10, from popularity 67%, activity 58%, freshness 8%.
Popularity67%
Activity58%
Freshness8%
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
Evidence
Examples of the Authentic Premiumization trend
9 featured examples from Nov 6, 2016 to Jan 3, 2019CategoryLifestyle
Corked Artisanal Gins
These Craft Gins are Packaged in a Way That is Both Modern and Traditional
Craft distilleries can explore innovative branding techniques that blend modern and traditional elements.
CategoryLifestyle
Exclusive Irish Spirits
Glendaloug Released a Limited-Edition Sloe Gin for the Winter Season
The craft distillery industry can take advantage of the trend of limited-edition spirits by creating unique offerings that cater to the preferences of discerning consumers.
CategoryLifestyle
Super-Premium Tequila Collections
'Volcan de mi Tierra' Tequila is Grown from Volcanic Soil
With an increasing demand for high-end spirits like super-premium tequilas, distilleries and liquor stores can benefit from expanding their offerings in this category.
CategoryLifestyle
Colombia-Inspired Non-Alcoholic Spirits
'Caleño' is Targeted at Health-Conscious Millennials
The non-alcoholic spirits industry is growing rapidly, creating opportunities for new brands to create flavorful and innovative products for health-conscious consumers.
CategoryLifestyle
Millennial-Focused Beer Branding
The Lidskae Brewery Master Collection Includes IPA and Ginger Ale
Disruptive innovation opportunity: Introduce innovative beer flavors and packaging designs to cater to evolving consumer preferences.
CategoryLifestyle
Artisanal Organic Mezcals
This Mexican Mezcal Features Branding that Represents its Ingredients
Disruptive innovation opportunity for craft spirit industry to explore artisanal mezcal brands with unique branding and storytelling packaging.
CategoryLifestyle
Rosy Pink Ciders
Angry Orchard Rosé Puts a Millennial Pink Twist on Hard Cider
The growth in demand for pink drink options presents an opportunity for hard cider brands to attract younger consumers with unique and trendy flavor offerings.
CategoryLifestyle
Loch Ness Gins
House of Elrick is a Premium Gin Brand that Uses Water from the Historic Lake
Creating a unique competitive edge by using various regional and heritage aspects for alcoholic beverages such as gin, whiskey, and vodka.
CategoryLifestyle
Millennial-Targeted Pink Gins
The Bosford Rose Pink Gin is Botanically Infused
The introduction of pink gins presents opportunities for the alcoholic beverage industry to cater to the evolving preferences of Millennial consumers.
