Category
Lifestyle
Assisted Choices
Trend cluster
Category
Boozy
Collab
Alcohol companies team up with unlikely brands for collaborations.
2.4
Trend score
Trend
What is the Boozy Collab trend?
Boozy Collab: Alcohol brands are teaming up with companies that normally have no immediate association with alcohol, and are collaborating on new food items with them. Whether spicy or sweet, these unlikely products are able to cater to the brands' core consumers, while simultaneously catering to experimental foodies.
Trend themes
Themes within the Boozy Collab trend
Three behaviours holding the trend together01
Unlikely Collaborations
Alcohol brands are collaborating with companies that normally have no immediate association with alcohol, creating a market potential for novel culinary experiences.
02
Alcohol-Infused Gourmet Experience
Alcohol-infused products are evolving beyond traditional alcoholic beverages, allowing companies to create gourmet food experiences that cater to experimental foodies and alcohol consumers.
03
Barrel Finishing
The trend of finishing alcohol in barrels of different origin and content is growing, resulting in an increase in innovative tasting notes for seasoned alcohol consumers.
Industry implications
What the Boozy Collab trend means for industry
Where the trend changes the playbookFor
Food and Beverage
The food and beverage industry can collaborate with the alcohol industry to create novel taste experiences for consumers.
For
Gourmet Food
The gourmet food industry can create alcohol-infused products that cater to experimental foodies and alcohol consumers.
For
Alcohol and Spirits
The alcohol and spirits industry can explore innovative ways of finishing their products in barrels of different content to create new and exciting flavors for seasoned alcohol consumers.
Workshop question
How can your brand cater to its core consumer base, while opening up its offerings to a new market?
Trend signals
Trend signals for Boozy Collab
Trend score 2.4 out of 10, from popularity 33%, activity 30%, freshness 8%.
Popularity33%
Activity30%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Boozy Collab trend
4 featured examples from Dec 28, 2016 to May 12, 2018CategoryLifestyle
Champagne-Flavored Biscuit Sticks
Glico's New Year Collection Introduces Pocky with Real Champagne
Disruptive innovation opportunities in developing unconventional and gourmet confectionery products with unique flavors and ingredients.
CategoryLifestyle
Tequila-Infused Candies
Sugarfina and Casamigos Collaborated on a Range of Grown-Up Sweets
Opportunity for the food and beverage industry to develop and market innovative candy products that cater to the adult consumer segment.
CategoryLifestyle
Hot Sauce-Finished Whiskies
George Dickel Tennessee Whisky Launched a TABASCO Brand Barrel Finish
Disruptive innovation opportunity: Introducing unique flavor combinations and collaborations to the whisky industry.
CategoryLifestyle
Lager-Infused Sausages
Smithfield Foods and Yuengling & Son Inc. Launched a Specialty Bratwurst
Craft beer companies could expand revenue streams by partnering with food companies to develop products that are complementary to their beer brands.
