Beverages are marketed around the experience of picnicking
Implications - 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.
Workshop Question - What seasonal rituals important to your customers can you embed yourself in?
Trend Themes
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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.
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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.
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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
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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.
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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.
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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.
