Consumers are guided by point of purchase tasting opportunities
Implications - Signalling that consumers are interested in getting the most out of each purchase, educational tasting opportunities transform the point of purchase experience of alcohol sales. Often most helpful in selecting between varieties or for picking up tips on a product's best pairings, these tastings occur as an educational customer experience that informs their purchase in relation to their personal tastes. This progression speaks to the interest of consumers in making purchases that complement their lifestyle, as well as an interest in acquiring expert-level knowledge on a product's best uses for at-home consumption.
Workshop Question - How can you provide hands-on product experience to potential customers to increase brand awareness?
Trend Themes
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Point-of-purchase Tastings — Educational tasting opportunities transform the point of purchase experience of alcohol sales and provide an educational customer experience to inform purchase decisions.
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Experiential Retail — Retail stores that offer unique experiences, such as pop-up bars or digital wine club showrooms, provide a memorable shopping experience for consumers.
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Local and Artisanal Emphasis — Stores promoting local, high-quality products and offering beer and wine from local breweries and wineries are a growing trend, providing a unique selling point for businesses that wish to promote local consumption.
Industry Implications
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Alcohol Retail — Retail stores that specialize in the sale of wine, beer, and liquor can benefit from offering tastings, emphasizing local and artisanal products, and creating an experiential shopping environment.
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Grocery Stores — Grocery stores that offer beer and wine tastings, allow customers to sip while they shop, or otherwise provide an experiential, memorable shopping experience can increase brand loyalty and stand out in a crowded market.
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E-commerce — Digital wine clubs that combine online shopping with in-person experiences can create a unique value proposition that appeals to consumers who desire high-quality wine and personalized service.
