# Authentic Premiumization Alcohol brands align with Millennial values through genuine branding. By [Gil Cohen](https://www.trendhunter.com/ghaddi), SVP Client Success | Published Jan 17, 2017 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/authentic-premiumization ## Key Figures - Trend score: 4.4/10 - Evidence articles: 9 ## 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. ## At a Glance - Evidence: 9 featured examples - Articles from: Nov 6, 2016 to Jan 3, 2019 - Published: Jan 17, 2017 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Authentic Premiumization trend ### 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. ### 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. ### 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. ## What the Authentic Premiumization trend means for industry ### For 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 for Authentic Premiumization Trend score 4.4 out of 10, from popularity 67%, activity 58%, freshness 8%. - Popularity: 67% - Activity: 58% - Freshness: 8% ## Examples of the Authentic Premiumization trend 9 featured examples from Nov 6, 2016 to Jan 3, 2019. - [Corked Artisanal Gins](https://www.trendhunter.com/trends/artisanal-gin): These Craft Gins are Packaged in a Way That is Both Modern and Traditional (Category: Lifestyle) Implication: Craft distilleries can explore innovative branding techniques that blend modern and traditional elements. - [Exclusive Irish Spirits](https://www.trendhunter.com/trends/sloe-gin): Glendaloug Released a Limited-Edition Sloe Gin for the Winter Season (Category: Lifestyle) Implication: 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. - [Super-Premium Tequila Collections](https://www.trendhunter.com/trends/volcan-de-mi-tierra): 'Volcan de mi Tierra' Tequila is Grown from Volcanic Soil (Category: Lifestyle) Implication: 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. - [Colombia-Inspired Non-Alcoholic Spirits](https://www.trendhunter.com/trends/caleno): 'Caleño' is Targeted at Health-Conscious Millennials (Category: Lifestyle) Implication: The non-alcoholic spirits industry is growing rapidly, creating opportunities for new brands to create flavorful and innovative products for health-conscious consumers. - [Millennial-Focused Beer Branding](https://www.trendhunter.com/trends/lidskae-brewery): The Lidskae Brewery Master Collection Includes IPA and Ginger Ale (Category: Lifestyle) Implication: Disruptive innovation opportunity: Introduce innovative beer flavors and packaging designs to cater to evolving consumer preferences. - [Artisanal Organic Mezcals](https://www.trendhunter.com/trends/organic-mezcal): This Mexican Mezcal Features Branding that Represents its Ingredients (Category: Lifestyle) Implication: Disruptive innovation opportunity for craft spirit industry to explore artisanal mezcal brands with unique branding and storytelling packaging. - [Rosy Pink Ciders](https://www.trendhunter.com/trends/angry-orchard-rose): Angry Orchard Rosé Puts a Millennial Pink Twist on Hard Cider (Category: Lifestyle) Implication: 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. - [Loch Ness Gins](https://www.trendhunter.com/trends/house-of-elrick): House of Elrick is a Premium Gin Brand that Uses Water from the Historic Lake (Category: Lifestyle) Implication: Creating a unique competitive edge by using various regional and heritage aspects for alcoholic beverages such as gin, whiskey, and vodka. - [Millennial-Targeted Pink Gins](https://www.trendhunter.com/trends/bosford-rose): The Bosford Rose Pink Gin is Botanically Infused (Category: Lifestyle) Implication: The introduction of pink gins presents opportunities for the alcoholic beverage industry to cater to the evolving preferences of Millennial consumers. ## Recent trend clusters - [Serial Snacking](https://www.trendhunter.com/protrends/serial-snacking) (Lifestyle) - [Calm Monitoring](https://www.trendhunter.com/protrends/calm-monitoring) (Lifestyle) - [Performance Powders](https://www.trendhunter.com/protrends/performance-powders) (Lifestyle) - [Task Beverages](https://www.trendhunter.com/protrends/task-beverages) (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) - [Rapid Concussion Screening Headsets](https://www.trendhunter.com/trends/infrared-eye-tracking) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)