# EcoTainment Alcohol brands use events to raise environmental awareness. By [Ady Floyd](https://www.trendhunter.com/AdyFloyd), Futurist, VP Innovation Strategy | Published Jul 24, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/ecotainment ## Key Figures - Trend score: 4.7/10 - Evidence articles: 7 ## 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. ## 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. ## At a Glance - Evidence: 7 featured examples - Articles from: May 1, 2018 to Jan 30, 2020 - Published: Jul 24, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the EcoTainment trend ### Sustainable Event Hosting Alcohol brands are hosting ecotainment events, showcasing their sustainable commitments and practices. ### 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. ### 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. ## What the EcoTainment trend means for industry ### For 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 for EcoTainment Trend score 4.7 out of 10, from popularity 75%, activity 56%, freshness 9%. - Popularity: 75% - Activity: 56% - Freshness: 9% ## Examples of the EcoTainment trend 7 featured examples from May 1, 2018 to Jan 30, 2020. - [Futuristic Vegan Cocktail Bars](https://www.trendhunter.com/trends/vegan-cocktail-bars): Neon Tiger Offers an Experience Set in the Year 2048 (Category: Eco) Implication: Restaurants and bars can explore new options for vegan menus and sustainable drink choices. - [Clean-Air Bars](https://www.trendhunter.com/trends/clean-air-bar): Ketel One Vodka is Launching an Eco, Plant-Filled Drinking Space (Category: Lifestyle) Implication: 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. - [Consumable Whisky Pods](https://www.trendhunter.com/trends/glenlivet-capsule-collection): The Glenlivet Capsule Collection is Package-Free (Category: Eco) Implication: The Glenlivet Capsule Collection showcases the innovative use of consumable pods to enhance the whisky drinking experience. - [Virtual Cocktail Competitions](https://www.trendhunter.com/trends/cocktail-competitions): Sombra Mezcal is Hosting a Sustainable Cocktail Competition (Category: Eco) Implication: Disruptive innovation opportunity: Creating sustainable cocktail competitions and promoting eco-friendly ingredients can drive positive change in the beverage industry. - [Sustainable Cocktail Bars](https://www.trendhunter.com/trends/sustainable-cocktail): Ketel One Created a Bar Made of Repurposed Post-Consumer Materials (Category: Eco) Implication: 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… - [Natural Winemaking Courses](https://www.trendhunter.com/trends/mindful-winemaking-course): The Mindful Winemaking Course Focuses on Sustainable Winemaking (Category: Eco) Implication: Restaurants and bars can benefit from offering sustainable and natural wines, using education and training to better inform staff and customers. - [Sustainable Cocktail Menus](https://www.trendhunter.com/trends/sustainable-cocktail-menu): Nine Lives' Menu Features Ingredients Like Avocado Skins & Croissants (Category: Eco) Implication: Opportunity for bars and restaurants to differentiate themselves and appeal to customers who prioritize sustainable practices and innovative menu offerings. ## 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)