# Cookout Libation Beverages are marketed around the experience of picnicking. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Jun 22, 2017 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/cookout-libation1 ## Key Figures - Trend score: 4.6/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Jun 15, 2016 to Jun 19, 2017 - Published: Jun 22, 2017 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Cookout Libation trend ### 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. ### 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. ### 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. ## What the Cookout Libation trend means for industry ### For 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 for Cookout Libation Trend score 4.6 out of 10, from popularity 69%, activity 60%, freshness 8%. - Popularity: 69% - Activity: 60% - Freshness: 8% ## Examples of the Cookout Libation trend 6 featured examples from Jun 15, 2016 to Jun 19, 2017. - [Heritage Vodka Parisian Picnics](https://www.trendhunter.com/trends/2017-sunset-soiree): The Grey Goose Sunset Soiree 2017 Series Kicked Off in Toronto (Category: Marketing) Implication: Innovative event planning companies can create immersive experiences that transport attendees to different locations and elevate brand visibility. - [Cucumber Mint Lemonades](https://www.trendhunter.com/trends/7up-lemon-lemon): '7UP Lemon Lemon' is Sweetened with a Sugar-Stevia Blend (Category: Lifestyle) Implication: Opportunity for beverage companies to cater to consumers looking for healthier and diverse drink options during summer. - [Curated Picnic Baskets](https://www.trendhunter.com/trends/picnic-hampers): These Picnic Hampers are Designed After Instagram's Filters (Category: Lifestyle) Implication: The hotel and event planning/management industries are able to use Instagram-themed picnics to create innovative and lucrative combinations of food and events. - [Champagne Six-Packs](https://www.trendhunter.com/trends/champagne-sixpack): Moet & Chandon Released Mini-Bottles of Champagne in Multi-Packs (Category: Marketing) Implication: 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… - [Picnic Cooler Packages](https://www.trendhunter.com/trends/picnic-cooler): This Sangria Lolea Box Design Works as a Portable Ice Bucket (Category: Lifestyle) Implication: The food and beverage packaging industry can explore innovative designs that provide functional value for outdoor activities like picnics. - [Gingham Wine Bottles](https://www.trendhunter.com/trends/picnic-wine): 'Picnic Wine' Boasts Packaging That Resembles a Classic Blanket Pattern (Category: Lifestyle) Implication: Opportunity for wine makers to differentiate themselves in a saturated market by using innovative packaging designs. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)