Category
Lifestyle
Assisted Choices
Trend cluster
Category
Cookout
Libation
Beverages are marketed around the experience of picnicking.
4.6
Trend score
Trend
What is the Cookout Libation trend?
Cookout Libation: With millennial consumers being drawn to low-cost experiences that can accommodate large groups easily, beverage brands are marketing products around the experience of summer picnicking. This shift speaks to the importance of ritual across age categories and highlights the opportunity for brands to build themselves into the experience of these rituals.
Trend themes
Themes within the Cookout Libation trend
Three behaviours holding the trend together01
Market to millennial consumers
Beverage brands are marketing products around the experience of summer picnicking - an illustration of the importance of ritual across age categories and highlights the opportunity for brands to build themselves into the experience of these rituals, for example, by making their products visually appealing for instagram posts.
02
Create portable products
Creating products that are easy to carry around, portable, and able to be used in public can elevate traditional picnics and appeal to the Millennial demographic, such as portable coolers that function as ice buckets, and slimline cans for beverages.
03
Combine unique factors
Combining different factors into one product can make it unique and stand out, such as combining the classic blanket pattern on wine bottles and the subtle flavors of sugar and Stevia on a refreshing beverage.
Industry implications
What the Cookout Libation trend means for industry
Where the trend changes the playbookFor
Beverage industry
Beverage brands can market their products around the experience of summer picnicking, and create visually appealing, portable, and shareable products, as well as unique combinations of factors to make their products stand out.
For
Luxury industry
Luxury libation companies can release mini-bottles of champagne in multi-packs, positioned as a fun and youthful premium drink, and partner with renowned chefs and businesses to offer an authentic and unique experience for consumers.
For
Events industry
Events companies can create themed picnics that appeal to different consumers, such as Picnic Week and Parisian-inspired experiences, and offer bespoke picnic services that aim to offer an authentic French-culinary experience in different spots.
Workshop question
What seasonal rituals important to your customers can you embed yourself in?
Trend signals
Trend signals for Cookout Libation
Trend score 4.6 out of 10, from popularity 69%, activity 60%, freshness 8%.
Popularity69%
Activity60%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Evidence
Examples of the Cookout Libation trend
6 featured examples from Jun 15, 2016 to Jun 19, 2017CategoryMarketing
Heritage Vodka Parisian Picnics
The Grey Goose Sunset Soiree 2017 Series Kicked Off in Toronto
Innovative event planning companies can create immersive experiences that transport attendees to different locations and elevate brand visibility.
CategoryLifestyle
Cucumber Mint Lemonades
'7UP Lemon Lemon' is Sweetened with a Sugar-Stevia Blend
Opportunity for beverage companies to cater to consumers looking for healthier and diverse drink options during summer.
CategoryLifestyle
Curated Picnic Baskets
These Picnic Hampers are Designed After Instagram's Filters
The hotel and event planning/management industries are able to use Instagram-themed picnics to create innovative and lucrative combinations of food and events.
CategoryMarketing
Champagne Six-Packs
Moet & Chandon Released Mini-Bottles of Champagne in Multi-Packs
The beverage industry stands to benefit from the creation of mini bottles and multi-packs as it provides customers with a chance to sample a variety of products without committing…
CategoryLifestyle
Picnic Cooler Packages
This Sangria Lolea Box Design Works as a Portable Ice Bucket
The food and beverage packaging industry can explore innovative designs that provide functional value for outdoor activities like picnics.
CategoryLifestyle
Gingham Wine Bottles
'Picnic Wine' Boasts Packaging That Resembles a Classic Blanket Pattern
Opportunity for wine makers to differentiate themselves in a saturated market by using innovative packaging designs.
