Category
Lifestyle
Assisted Choices
Trend cluster
Category
Brand
Intoxication
Celebrity brands and corporate giants add star power to private label wines.
3.2
Trend score
Trend
What is the Brand Intoxication trend?
Brand Intoxication: Both corporations and celebrities are branding their own wine. The last few years have triggered dozens of celebrity-branded wines, including bottles from Angelina Jolie, Brad Pitt and Martha Stewart. On the corporate front, wines have been branded by companies as diverse as Harley Davidson and Microsoft. The concept of celebrity or corporate branding has a double impact: the product benefits from association with a well-known celebrity or corporation; and the celebrity/corporation benefits from association with whatever experience is had through use or consumption of the product.
Trend themes
Themes within the Brand Intoxication trend
Three behaviours holding the trend together01
Celebrity & Corporate Branding
The trend of celebrity and corporate branding in the wine industry creates an opportunity for disruptive innovation in product promotion and communication.
02
Charitable Wines
Charitable wines that donate a portion of sales to different causes provide an avenue for disruptive innovation in the wine industry, especially in terms of heightened corporate social responsibility.
03
Innovative Wine Packaging
Innovative wine packaging, such as canned wines or those associated with popular social media sites, offer opportunities for disruptive innovation in the packaging, distribution, and promotion of wine products.
Industry implications
What the Brand Intoxication trend means for industry
Where the trend changes the playbookFor
Food & Beverage Industry
The food and beverage industry can incorporate celebrity and corporate branding, charitable giving, and innovative packaging into their product offerings to increase customer engagement and social responsibility.
For
Marketing Industry
Marketing professionals can explore new ways to promote and communicate wine products by incorporating celebrity and corporate branding, charitable giving, and innovative packaging into their campaigns.
For
Nonprofit Industry
Nonprofit organizations can partner with wine industry players to create charitable wine products and promotions that not only generate funds for their causes, but also increase brand recognition and customer engagement.
Trend signals
Trend signals for Brand Intoxication
Trend score 3.2 out of 10, from popularity 51%, activity 36%, freshness 8%.
Popularity51%
Activity36%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
South America
Evidence
Examples of the Brand Intoxication trend
10 featured examples from Jul 2, 2007 to Nov 5, 2009CategoryLifestyle
Cancer Survivor Branded Booze
Cleavage Creek's Charity Wine
The wine industry can explore innovative ways to support charitable causes, connect with consumers through personal stories, and experiment with alternative pricing models.
CategorySocial Good
Political Branding
Palin Syrah Wine
Winemakers can experiment with innovative branding strategies to differentiate their products and attract diverse consumer segments.
CategoryBusiness
$4 Convenience Store Wine
Yosemite Road 7-11 Wine Comes in Red and White
Disruptive innovation opportunity: Enhancing the product offerings by introducing private label wines to attract more customers.
CategoryLifestyle
Social Media Chardonnay
Fledgling 'Twitter' Wine Encourages Child Literacy
The wine industry can explore collaborations with social media platforms to create unique wine products that resonate with consumers.
CategoryLifestyle
Baseball Charity Wines
Boston Red Sox Longball Cellars
Sports marketing companies could assist athletes in branding custom products as part of their charitable initiatives.
CategoryUnique
Microsoft Does Wine
Blue Monster Reserve
Tech giants can emulate Microsoft's exclusive wine label to promote innovation and brand loyalty within their organization.
CategoryLifestyle
Canned Wine Cross-Branding
Monde Vineyard Vino on Japan Rail East
Canned wine can disrupt the traditional wine industry and attract younger, millennial consumers.
CategoryTech
Harley Davidson Themed Wines
V-Twin Zin
Automotive companies can explore collaborations with different industries, like the partnership between Harley Davidson and V-Twin Vineyards, to expand their customer base and dri…
CategoryBusiness
Legion Produced Alcohol
French Legion Goes Into The Wine Business
Wine companies can leverage the credibility and expertise of retired military personnel to produce high-quality wines.
CategoryLifestyle
Martha Stewart's Wine Business
Affordable Vintage Line
The wine industry is experiencing a trend towards affordability and celebrities launching their labels, creating an opportunity for entrepreneurs to enter the market with products…
