Brands aim to make cocktail creation more collaborative for consumers
Implications - Alcohol brands are using a B2C approach as a way to engage consumers and incorporate a DIY characteristic into their products. In some cases, brands are leveraging cocktail kits with preferred ingredients while others use a more collaborative approach with bar-based co-creation experiences.
Insight - As a result of a more experiential, involved approach to marketing that's come to define the last decade or so, consumers have become accustomed to receiving support and value from brands that extend well beyond the product itself. As a result, there exists an expectation on part of consumers that brands will explicitly show them how best to optimize their experience with a given offering.
Insight - As a result of a more experiential, involved approach to marketing that's come to define the last decade or so, consumers have become accustomed to receiving support and value from brands that extend well beyond the product itself. As a result, there exists an expectation on part of consumers that brands will explicitly show them how best to optimize their experience with a given offering.
Workshop Question - How can you more deeply engage your consumers in the product/service creation process?
Trend Themes
1. Collaborative Cocktail Creation - Consumers expect brands to engage them in the product optimization process, leading to experimentation in the form of co-creation experiences.
2. Experiential Marketing - Alcohol brands are taking a more experiential approach to marketing, incorporating DIY characteristics and unique experiences to engage consumers beyond the product itself.
3. Bespoke Cocktail Kits - Cocktail kits that provide all the essential ingredients and instructions for consumers to make their own signature drinks are becoming increasingly popular and can be conveniently delivered to their doorsteps.
Industry Implications
1. Food and Beverage - Innovations in cocktail co-creation, experiential marketing, and unique bespoke kits disrupt the food and beverage industry by elevating the drinking experience beyond the product itself.
2. Hospitality - Collaborative cocktail bars and molecular cocktail classes are redefining the way patrons interact with bartenders, creating immersive and disruptive drinking experiences in the hospitality industry.
3. Entertainment and Media - Creepy cocktail recipe videos like BACARDÍ's 'The Zombie' use horror movie imagery to engage consumers during Halloween season, disrupting the entertainment and media industry through branded storytelling.
