Category
Lifestyle
Assisted Choices
Trend cluster
Category
EcoTainment
Alcohol brands use events to raise environmental awareness.
4.7
Trend score
Trend
What is the EcoTainment trend?
EcoTainment: Alcohol brands are committing to sustainable practices and using events to showcase organizational commits, this includes cocktail competitions, workshops, and more. Many of these events highlight sustainability in various ways including the use of local ingredients, as well as having furniture and glassware that are 100% upcycled.
Insight
The consumer insight behind the EcoTainment trend
Many younger consumers value brands that engage in eco-conscious behaviors and promote sustainability. However, it is not enough to simply promote awareness and customers also wish to see direct action. This is because Millenials and Gen Z consumers do not trust brands at face value, as they are the most educated generations to date and recognize some adverse impacts of large brands in the past.
Trend themes
Themes within the EcoTainment trend
Three behaviours holding the trend together01
Sustainable Event Hosting
Alcohol brands are hosting ecotainment events, showcasing their sustainable commitments and practices.
02
Clean Air Bar
Ketel One Vodka has launched a plant-filled, eco-friendly clean air bar that offers gardening masterclasses and drinks with locally sourced ingredients.
03
Sustainable Cocktail Practices
Ketel One Vodka has created a sustainable cocktail bar using reclaimed- and repurposed post-consumer materials to inspire classic cocktails with a sustainable twist.
Industry implications
What the EcoTainment trend means for industry
Where the trend changes the playbookFor
Food and Beverage
Brands can explore sustainable event hosting, eco-friendly bars, and sustainable cocktail practices to appeal to eco-conscious consumers and differentiate themselves in the market.
For
Hospitality
Hotels and restaurants can incorporate eco-friendly practices, such as clean air bars and sustainable cocktail menus, to attract younger generations and support sustainability efforts.
For
Education and Training
Businesses can offer training programs and courses focused on sustainable practices in winemaking and other food and beverage industries to better educate customers and producers on the importance of sustainability.
Workshop question
What is your brand doing to ensure you can draw in today, and tomorrow's consumers?
Trend signals
Trend signals for EcoTainment
Trend score 4.7 out of 10, from popularity 75%, activity 56%, freshness 9%.
Popularity75%
Activity56%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the EcoTainment trend
7 featured examples from May 1, 2018 to Jan 30, 2020CategoryEco
Futuristic Vegan Cocktail Bars
Neon Tiger Offers an Experience Set in the Year 2048
Restaurants and bars can explore new options for vegan menus and sustainable drink choices.
CategoryLifestyle
Clean-Air Bars
Ketel One Vodka is Launching an Eco, Plant-Filled Drinking Space
Restaurants, bars, and hotels can create clean-air spaces filled with plants, similar to the Ketel One Urban Garden Collective to offer a healthier atmosphere for patrons.
CategoryEco
Consumable Whisky Pods
The Glenlivet Capsule Collection is Package-Free
The Glenlivet Capsule Collection showcases the innovative use of consumable pods to enhance the whisky drinking experience.
CategoryEco
Virtual Cocktail Competitions
Sombra Mezcal is Hosting a Sustainable Cocktail Competition
Disruptive innovation opportunity: Creating sustainable cocktail competitions and promoting eco-friendly ingredients can drive positive change in the beverage industry.
CategoryEco
Sustainable Cocktail Bars
Ketel One Created a Bar Made of Repurposed Post-Consumer Materials
Hotels, restaurants and bars looking to incorporate sustainable practices into their business model can look into using locally sourced ingredients and repurposed materials for de…
CategoryEco
Natural Winemaking Courses
The Mindful Winemaking Course Focuses on Sustainable Winemaking
Restaurants and bars can benefit from offering sustainable and natural wines, using education and training to better inform staff and customers.
CategoryEco
Sustainable Cocktail Menus
Nine Lives' Menu Features Ingredients Like Avocado Skins & Croissants
Opportunity for bars and restaurants to differentiate themselves and appeal to customers who prioritize sustainable practices and innovative menu offerings.
