Category
Marketing
Package Play
Trend cluster
Category
Boozy
Creative
Alcohol brands launch artist-centric events to attract a more diverse audience.
4.4
Trend score
What's Happening
What is the Boozy Creative trend?
Boozy Creative: As a marketing tactic, alcohol brands are partnering with musicians and artists for special events. These tend to be either one-off collaborations or part of a series. The activations are often open bar and have the potential to draw a younger crowd who is looking for events that encourage creativity.
Insight
The consumer insight behind the Boozy Creative trend
Millenial and Gen Z crowds demand one-of-a-kind experiences from brands as their consumption habits favor authenticity and transparency more so than previous generations. Often, these expectations are not unreasonable and can be seamlessly integrated into the experience of the product itself. These changes stem from a rising consumer desire to be connected to culture and creativity while engaging with brand experiences.
Trend themes
Themes within the Boozy Creative trend
Three behaviours holding the trend together01
Brand-Partnerships with Artists and Musicians
Alcohol brands are collaborating with musicians and artists for special events and exhibits to attract a younger and more creative audience.
02
Experiential Marketing Campaigns
Alcohol brands are hosting interactive events to sell an experience rather than just a product, such as house parties and live-music events.
03
Targeted Marketing Tactics
Alcohol brands are identifying specific consumer demographics, such as millennial and gen x music fans, and creating targeted marketing campaigns to reach them.
Industry implications
What the Boozy Creative trend means for industry
Where the trend changes the playbookFor
Alcohol
Traditional and artisanal alcohol brands are constantly looking for new ways to capture the attention of consumers with unique events and marketing tactics.
For
Music
As a marketing tool, music is being used to attract a younger and more diverse audience to alcohol brands through interactive events and exhibits.
For
Experiential Marketing
Alcohol brands are pioneers of experiential marketing campaigns, offering unique and interactive experiences to consumers, such as private parties and live-music events.
Workshop question
What kind of activation can strengthen the consumer perception of your brand?
Trend signals
Trend signals for Boozy Creative
Trend score 4.4 out of 10, from popularity 59%, activity 64%, freshness 9%.
Popularity59%
Activity64%
Freshness9%
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
Evidence
Examples of the Boozy Creative trend
4 featured examples from Jun 14, 2018 to Nov 27, 2019CategoryLifestyle
Whiskey Brand Music Events
Jameson's Intimate Music Event Series Targets Millennial & Gen X
The alcohol and beverage industry can leverage intimate music events and content series to strengthen brand presence and connect with consumers more deeply.
CategoryPop Culture
Musical Beer-Branded House Parties
2 Chainz Preformed at the 2019 Bud Light House Party Tour
Using experiential marketing techniques to showcase brand lifestyle and differentiate from competitors in the alcohol industry.
CategoryMarketing
Branded Live-Jazz Events
Appleton Estate Hosts Musical Event to Explore Jamaican Jazz Influences
Alcohol and spirit brands can benefit from hosting live-music events that showcase the products in a unique and engaging way and target new audiences.
CategoryLifestyle
Musician-Lead Visual Exhibitions
Bombay Sapphire's 'Artisan Series' Debuts Lights' Upcoming Comics
The art exhibition industry can capitalize on the trend of comic-inspired art exhibitions to attract new audiences and create immersive experiences.
