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