Alcohol brands align with Millennial values through genuine branding
Implications - 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.
Workshop Question - If you were to add a premium product or service to your current offerings, how would you communicate it to consumers?
Trend Themes
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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.
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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.
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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
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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.
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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.
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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.
