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 other examples use a more collaborative approach with bar-based co-creation experiences. Alcohol brands thrive in upbeat, social environments, and cocktail co-mixing showcases a new way for brands to boost out-of-home drinking among Millennials, who prefer the confines of their own personal spaces; an engaging B2C connection can be very powerful in building meaningful relationships with consumers.
Workshop Question — How can you more deeply engage your consumers in the product/service creation process?