# Charitable Libation Alcohol brands turn their products into catalysts for fundraising. By [Hayley McGlone](https://www.trendhunter.com/hayley_mcglone), Manager, Client Research & Strategy | Published Jun 6, 2018 | Category: [Social Good](https://www.trendhunter.com/pro/category/social-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/charitable-libation ## Key Figures - Trend score: 3.4/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Dec 22, 2017 to Jun 1, 2018 - Published: Jun 6, 2018 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Charitable Libation trend ### 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. ### 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. ### 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. ## What the Charitable Libation trend means for industry ### For 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 for Charitable Libation Trend score 3.4 out of 10, from popularity 49%, activity 45%, freshness 8%. - Popularity: 49% - Activity: 45% - Freshness: 8% ## Examples of the Charitable Libation trend 5 featured examples from Dec 22, 2017 to Jun 1, 2018. - [Glitter-Coated Wine Bottles](https://www.trendhunter.com/trends/onehope): ONEHOPE's Glittery Wine Bottles Support Charitable Causes (Category: Social Good) Implication: The wine industry can capitalize on the trend of glitter-coated wine bottles to create unique and eye-catching products that attract consumers. - [Celebratory Charity Champagne](https://www.trendhunter.com/trends/greatest-since-1998): The GREATEST SINCE 1998 Collection Celebrates a Tennis Legend (Category: Luxury) Implication: The champagne industry can explore collaborations with celebrities and athletes to create exclusive collections that appeal to luxury consumers. - [Gender Equality Beer Branding](https://www.trendhunter.com/trends/beer-for-girls): BrewDog's Beer for Girls Was Made to Highlight Women's Rights (Category: Lifestyle) Implication: Craft beer companies can develop gender-focused products to appeal to a wider audience while supporting social causes. - [Troops-Supporting Vodkas](https://www.trendhunter.com/trends/american-anthem-vodka): American Anthem Vodka will Donate $1 for Each Bottle Sold (Category: Lifestyle) Implication: Distilleries can leverage regional ingredients and unique distillation processes to create premium vodkas that resonate with discerning consumers. - [Romantic Charity Chalices](https://www.trendhunter.com/trends/limitededition-chalices): Stella Artois' Limited-Edition Chalices Support Clean Water Initiatives (Category: Social Good) Implication: Breweries can explore collaborations with artists and charities to create limited-edition products that support social causes while delighting consumers. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Social Good - [Athlete-Partnership Charity Pizzas](https://www.trendhunter.com/trends/nick-bosa) - [Pet Rescue Food Donations](https://www.trendhunter.com/trends/badlands-ranch) - [Life Jacket Technology Advancements](https://www.trendhunter.com/trends/life-jacket-technology) All articles: [Social Good](https://www.trendhunter.com/socialgood)