Category
Lifestyle
Assisted Choices
Trend cluster
Category
Branded
Socializing
Brands incorporate social networks as an integral part of the drinking process.
2.6
Trend score
Trend
What is the Branded Socializing trend?
Branded Socializing: Oversharing has become commonplace as users upload to social media more than ever, which is being formally incorporated by libation brands as a way to foster brand-consumer relationships. The recognition of consumption rituals is creating a stronger notion of branded socialization for consumers to correlate products as another member of their friend group.
Trend themes
Themes within the Branded Socializing trend
Three behaviours holding the trend together01
Social Media Integration
Brands are incorporating social media into their product designs to foster brand-consumer relationships.
02
Convenient Drinking
Innovations that combine mobile phone usage and drinking are becoming increasingly popular.
03
Automated Bartending
Robotic bartenders are emerging to provide convenient and efficient drink dispensing, payment, and social media integration.
Industry implications
What the Branded Socializing trend means for industry
Where the trend changes the playbookFor
Food and Beverage
F&B companies can incorporate social media and mobile phones to create more interactive drinking experiences for customers.
For
Technology
The emergence of robotic bartenders provides opportunities for tech companies to further develop automated systems for the food and drink industry.
For
Marketing
Combining social media and drinking can lead to new marketing campaigns and strategies for companies.
Trend signals
Trend signals for Branded Socializing
Trend score 2.6 out of 10, from popularity 44%, activity 25%, freshness 8%.
Popularity44%
Activity25%
Freshness8%
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
Evidence
Examples of the Branded Socializing trend
5 featured examples from May 29, 2013 to Mar 12, 2014CategoryLifestyle
App-Controlled Alcoholic Systems
Project Gutenberg Dispenses Liqour to Create a Perfect Cocktail
Opportunity for disruptive innovation within the food and beverage industry by creating innovative and efficient cocktail mixing solutions.
CategoryMarketing
Customer-Controlled Happy Hours
The Carlsberg HappyBeerTime Stint Revamps the Drinking Experience
The beverage industry can explore leveraging technology and gamified marketing techniques to enhance the drinking experience and build brand loyalty.
CategoryTech
Automated Bartender Kegs
The Robokeg Recommends Drinks Before Serving Them and Charging You
The hospitality industry can leverage automated bartender kegs to enhance customer service, reduce wait times, and optimize revenue streams.
CategoryLifestyle
Smartphone-Displaying Cups
The 'Cell Phone Holder Party Cup' Displays Your Device While You Drink
Event planners can consider offering smartphone-displaying cups at events to enhance social media engagement and practicality for attendees.
CategoryLifestyle
Scotch Sidekick Apps
The Distiller by Distiller is a Super Useful App for Whiskey Enthusiasts
The Distiller app presents a disruptive innovation opportunity for the whiskey and spirits industry by reaching a wider audience and providing personalized recommendations.
