Category
Lifestyle
Assisted Choices
Trend cluster
Category
Celebratory
Libation
Alcohol branding accommodates festive events for partying consumers.
3.4
Trend score
Trend
What is the Celebratory Libation trend?
Celebratory Libation: Alcoholic branding is taking on a celebratory motif that acknowledges the partying motifs that are often associated with drinking. This uninhibited approach to marketing helps labels target consumers in a direct fashion that, from the outset, makes no mistake of the intent of products.
Trend themes
Themes within the Celebratory Libation trend
Three behaviours holding the trend together01
Uninhibited Marketing
Alcoholic branding is taking on a celebratory motif that acknowledges the partying motifs that are often associated with drinking.
02
Shareable Packaging
Packaging that allows individuals to take the bottle to festivals or parties without being too noticeable, as well as boxed wines ready to share with friends.
03
Convenient Ready-To-Drink
Ready-to-drink cocktails packaged like a Freezie and a social drinking kit that puts an emphasis on the social aspect of drinking rather than the product itself.
Industry implications
What the Celebratory Libation trend means for industry
Where the trend changes the playbookFor
Alcoholic Beverage Industry
Develop unconventional packaging designs and market alcoholic brands that tap into and celebrate festive occasions.
For
Convenience and Packaging Industry
Innovate customizable and shareable packaging that appeals to consumers looking to be discrete.
For
Hospitality and Bar Industry
Offer fun and engaging beverage options that suit a party atmosphere for patrons looking for unique, shareable experiences.
Workshop question
Considering annual celebrations, how can your brand play into one, or more of non-traditional celebrations to create consumer engagement? Describe a few marketing tactics you could use.
Trend signals
Trend signals for Celebratory Libation
Trend score 3.4 out of 10, from popularity 47%, activity 47%, freshness 8%.
Popularity47%
Activity47%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Evidence
Examples of the Celebratory Libation trend
4 featured examples from Aug 20, 2014 to Jun 1, 2015CategoryLifestyle
Party Cocktail Pouches
These Fun Cocktail Drinks Are Packaged Like Freezies
Alcohol companies can focus on developing more innovative packaging for their products, as well as exploring new delivery channels for greater convenience.
CategoryLifestyle
Party-Ready Wine Boxes
'BeatBox Beverages' Have Made a Boxed Wine That is Anything But Boring
Innovating the boxed wine category by introducing a new line of musically inspired mixed drinks.
CategoryLifestyle
Festival-Ready Wine Packaging
Niner Wine is Set to Take to the Party in Style
Opportunity for wine packaging companies to develop innovative designs that cater to festival-goers and individuals looking for discreet drink options.
CategoryLifestyle
Shareable Boxed Wines
Public House's Wine Kit Includes Cups for a Group Gathering
The shareable boxed wines trend presents an opportunity for alcohol beverage companies to tap into the social drinking market and offer convenient, transportable options for consu…
