Category
Lifestyle
Shelf Choreography
Trend cluster
Category
Beer
Hospitality
Beer brands expand into consumer lifestyle experiences with hospitality ventures.
3.2
Trend score
What's Happening
What is the Beer Hospitality trend?
Beer Hospitality: Beer brands are going beyond traditional activation experiences by offering highly coveted brand experiences that range from brewery hotels to beer-centric spas. As brands across industry categories look to expand on their presence in the everyday lives of consumers, they are taking cues from the luxury and hospitality industries to appeal to Millennial consumers.
Insight
The consumer insight behind the Beer Hospitality trend
Millennials are gravitating towards "experiences" as they see them as a life-long investment in their happiness and wellness. Brands are leveraging this interest by offering cross-over products and services that prioritize engaging, luxury experiences. These activations are particularly appealing to those who see these indulgences as a natural extension of their interests.
Evidence
Examples of the Beer Hospitality trend
CategoryWorld
Pop-Up Airport Breweries
Voodoo Brewery Has Opened at the Pittsburgh International Airport
The airport services industry can capitalize on the trend of pop-up airport breweries by partnering with local breweries to create unique dining experiences for travelers.
CategoryWorld
Craft Brewery Hotels
BrewDog is Crowdfunding for the World's First Craft Beer Hotel
The hospitality industry can embrace craft beer tourism by offering unique experiences that center around craft beer, such as this craft beer hotel that will act as a destination…
CategoryLifestyle
Beer-Focused Airlines
BrewDog Airlines Will Feature Beer Brewed Specifically for Air Travel
Opportunity for airlines to differentiate themselves and attract beer enthusiasts through specialized beer-focused flights.
CategoryLifestyle
Relaxing Beer Spas
Chicago's Piva Beer Spa is a Natural Oasis for Lifted Energies
The hospitality industry can capitalize on the beer spa trend by incorporating beer spa experiences into their offerings to attract wellness-conscious customers.
CategoryLifestyle
Relaxing Beer Spas
Hop in the Spa is Opening Its Second Location
The spa industry can capitalize on the trend of beer-infused wellness experiences by creating new treatments that utilize the nutritional benefits of beer and cater to a growing d…
Workshop question
How can you help your customers in their pursuit of "treating themselves" by expanding to offer branded hospitality initiatives?
Trend themes
Themes within the Beer Hospitality trend
Three behaviours holding the trend together01
Lifestyle Hospitality Ventures
Beer brands are expanding into hospitality ventures by offering luxury and engaging experiences to consumers.
02
Experiential Marketing
Brands are taking cues from the luxury and hospitality industries to appeal to Millennials by offering highly coveted brand experiences.
03
Crossover Products and Services
Brands are leveraging Millennials' gravitation towards 'experiences' by offering engaging luxury activations, particularly ones that are a natural extension of their interests.
Industry implications
What the Beer Hospitality trend means for industry
Where the trend changes the playbookFor
Beverage Industry
Beverage companies across the industry are expanding into hotels, spas and other hospitality ventures.
For
Hospitality Industry
The hospitality industry is experiencing emerging trends from beer brands, which are looking to leverage the industry's know-how around luxury and engaging experiences.
For
Wellness Industry
The well-being industry is ripe for disruption by combining the health benefits of beer with high-end spa services.
Trend signals
Trend signals for Beer Hospitality
Trend score 3.2 out of 10, from popularity 58%, activity 29%, freshness 8%.
Popularity58%
Activity29%
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
Asia-Pacific
