Category
Lifestyle
Assisted Choices
Trend cluster
Category
Charitable
Libation
Alcohol brands turn their products into catalysts for fundraising.
3.4
Trend score
Trend
What is the Charitable Libation trend?
Charitable Libation: Liquor companies are utilizing the products their customers regularly purchase to build awareness for the causes that the companies support. Not only does this increase awareness of the specific charities and causes that the brands work in support of, it also raises awareness among consumers about the companies' pursuit of corporate social responsibility programs, enhancing brand perception as a result.
Trend themes
Themes within the Charitable Libation trend
Three behaviours holding the trend together01
Cause Marketing
Liquor companies are using their products to build awareness for the causes that the companies support, leading to a rise in cause marketing.
02
Social Responsibility Programs
Alcohol brands are using their products to raise awareness among consumers about the companies' pursuit of corporate social responsibility programs, which can enhance brand perception.
03
Discounted Prices for Women
Craft beer brewing companies are using discounted prices to create a comical yet obvious approach to branding and end discrimination against women.
Industry implications
What the Charitable Libation trend means for industry
Where the trend changes the playbookFor
Alcohol industry
From wine to beer, the alcohol industry is using its products and cause marketing to raise awareness, build brand perception, and give back to the community.
For
Charity industry
The charity industry is benefiting from partnerships with alcohol brands that donate to charitable causes.
For
Marketing industry
Marketing professionals can learn from the cause marketing strategies employed by alcohol brands to build better relationships with customers and support social responsibility programs.
Workshop question
How does your brand raise awareness of its CSR program?
Trend signals
Trend signals for Charitable Libation
Trend score 3.4 out of 10, from popularity 49%, activity 45%, freshness 8%.
Popularity49%
Activity45%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Charitable Libation trend
5 featured examples from Dec 22, 2017 to Jun 1, 2018CategorySocial Good
Glitter-Coated Wine Bottles
ONEHOPE's Glittery Wine Bottles Support Charitable Causes
The wine industry can capitalize on the trend of glitter-coated wine bottles to create unique and eye-catching products that attract consumers.
CategoryLuxury
Celebratory Charity Champagne
The GREATEST SINCE 1998 Collection Celebrates a Tennis Legend
The champagne industry can explore collaborations with celebrities and athletes to create exclusive collections that appeal to luxury consumers.
CategoryLifestyle
Gender Equality Beer Branding
BrewDog's Beer for Girls Was Made to Highlight Women's Rights
Craft beer companies can develop gender-focused products to appeal to a wider audience while supporting social causes.
CategoryLifestyle
Troops-Supporting Vodkas
American Anthem Vodka will Donate $1 for Each Bottle Sold
Distilleries can leverage regional ingredients and unique distillation processes to create premium vodkas that resonate with discerning consumers.
CategorySocial Good
Romantic Charity Chalices
Stella Artois' Limited-Edition Chalices Support Clean Water Initiatives
Breweries can explore collaborations with artists and charities to create limited-edition products that support social causes while delighting consumers.
