# Boozy Collab Alcohol companies team up with unlikely brands for collaborations. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published May 22, 2018 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/boozy-collab ## Key Figures - Trend score: 2.4/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Dec 28, 2016 to May 12, 2018 - Published: May 22, 2018 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Curation](https://www.trendhunter.com/megatrend/curation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Boozy Collab trend ### Unlikely Collaborations Alcohol brands are collaborating with companies that normally have no immediate association with alcohol, creating a market potential for novel culinary experiences. ### 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. ### 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. ## What the Boozy Collab trend means for industry ### For 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 for Boozy Collab Trend score 2.4 out of 10, from popularity 33%, activity 30%, freshness 8%. - Popularity: 33% - Activity: 30% - Freshness: 8% ## Examples of the Boozy Collab trend 4 featured examples from Dec 28, 2016 to May 12, 2018. - [Champagne-Flavored Biscuit Sticks](https://www.trendhunter.com/trends/champagne-flavored): Glico's New Year Collection Introduces Pocky with Real Champagne (Category: Lifestyle) Implication: Disruptive innovation opportunities in developing unconventional and gourmet confectionery products with unique flavors and ingredients. - [Tequila-Infused Candies](https://www.trendhunter.com/trends/grown-up-sweets): Sugarfina and Casamigos Collaborated on a Range of Grown-Up Sweets (Category: Lifestyle) Implication: Opportunity for the food and beverage industry to develop and market innovative candy products that cater to the adult consumer segment. - [Hot Sauce-Finished Whiskies](https://www.trendhunter.com/trends/george-dickel-tennessee-whisky): George Dickel Tennessee Whisky Launched a TABASCO Brand Barrel Finish (Category: Lifestyle) Implication: Disruptive innovation opportunity: Introducing unique flavor combinations and collaborations to the whisky industry. - [Lager-Infused Sausages](https://www.trendhunter.com/trends/specialty-bratwurst): Smithfield Foods and Yuengling & Son Inc. Launched a Specialty Bratwurst (Category: Lifestyle) Implication: Craft beer companies could expand revenue streams by partnering with food companies to develop products that are complementary to their beer brands. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (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) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)