Alcohol branding accommodates festive events for partying consumers
Implications - 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.
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 Themes
1. Uninhibited Marketing - Alcoholic branding is taking on a celebratory motif that acknowledges the partying motifs that are often associated with drinking.
2. 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.
3. 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
1. Alcoholic Beverage Industry - Develop unconventional packaging designs and market alcoholic brands that tap into and celebrate festive occasions.
2. Convenience and Packaging Industry - Innovate customizable and shareable packaging that appeals to consumers looking to be discrete.
3. Hospitality and Bar Industry - Offer fun and engaging beverage options that suit a party atmosphere for patrons looking for unique, shareable experiences.
