# Boozy Creative Alcohol brands launch artist-centric events to attract a more diverse audience. By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published Dec 6, 2019 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/boozy-creative ## Key Figures - Trend score: 4.4/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Jun 14, 2018 to Nov 27, 2019 - Published: Dec 6, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Experience](https://www.trendhunter.com/megatrend/experience), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Boozy Creative trend ### 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. ### 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. ### 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. ## What the Boozy Creative trend means for industry ### For 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 for Boozy Creative Trend score 4.4 out of 10, from popularity 59%, activity 64%, freshness 9%. - Popularity: 59% - Activity: 64% - Freshness: 9% ## Examples of the Boozy Creative trend 4 featured examples from Jun 14, 2018 to Nov 27, 2019. - [Whiskey Brand Music Events](https://www.trendhunter.com/trends/intimate-music-event): Jameson's Intimate Music Event Series Targets Millennial & Gen X (Category: Lifestyle) Implication: The alcohol and beverage industry can leverage intimate music events and content series to strengthen brand presence and connect with consumers more deeply. - [Musical Beer-Branded House Parties](https://www.trendhunter.com/trends/bud-light-house-party): 2 Chainz Preformed at the 2019 Bud Light House Party Tour (Category: Pop Culture) Implication: Using experiential marketing techniques to showcase brand lifestyle and differentiate from competitors in the alcohol industry. - [Branded Live-Jazz Events](https://www.trendhunter.com/trends/appleton-estate): Appleton Estate Hosts Musical Event to Explore Jamaican Jazz Influences (Category: Marketing) Implication: 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. - [Musician-Lead Visual Exhibitions](https://www.trendhunter.com/trends/artisan-series): Bombay Sapphire's 'Artisan Series' Debuts Lights' Upcoming Comics (Category: Lifestyle) Implication: The art exhibition industry can capitalize on the trend of comic-inspired art exhibitions to attract new audiences and create immersive experiences. ## Recent trend clusters - [Package Play](https://www.trendhunter.com/protrends/promotional-food-packaging) (Marketing) - [Format Flexing](https://www.trendhunter.com/protrends/workout-energy-formats) (Lifestyle) - [Affinity Sailings](https://www.trendhunter.com/protrends/themed-travel-experiences) (World) - [Care Continuity](https://www.trendhunter.com/protrends/hormonal-health-services) (Lifestyle) ## Trending in Marketing - [Remarkably Comfortable Canadian Sleepwear](https://www.trendhunter.com/trends/sleep-the-label) - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Food-Powered Sonic Branding](https://www.trendhunter.com/trends/food-powered-sonic-branding) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) All articles: [Marketing](https://www.trendhunter.com/marketing)