Category
Lifestyle
Assisted Choices
Trend cluster
Category
Elevated
Alcohol
Ciders are positioned as upscale to accommodate flavor-focused foodies.
3.5
Trend score
Trend
What is the Elevated Alcohol trend?
Elevated Alcohol: Prior to the foodie movement, low-alcohol beverages such as ciders were perceived as low-quality. Now that flavor equates to status, cider has been elevated as a higher end product than beer or mixers. This is achieved through branding, sophisticated flavoring, and targeted marketing toward foodies.
Trend themes
Themes within the Elevated Alcohol trend
Three behaviours holding the trend together01
Upscale Fruit Cider Branding
Packaging refreshes and redesigned branding solidify the lineup of libations as being premium in nature and more upscale than other ciders in the market.
02
Fizzed Fruit Ciders
Fruit ciders with a vodka base and tropical notes offer consumers pre-made cocktails in a refreshing and boozy beverage, creating a new category in the cider market.
03
Summery Cider Branding
Eye-catching packaging with designs haphazardly placed aimed at capturing the attention of people looking for the perfect summer drink.
Industry implications
What the Elevated Alcohol trend means for industry
Where the trend changes the playbookFor
Alcohol
Branding refreshes and product redesigns focus on attracting younger consumers with a desire for sophisticated flavors and branding that looks great on social media.
For
Design
Fruit cider branding campaigns inspired by modern European design styles emphasize minimalist yet engaging graphics and imagery.
For
Food
Cider has been positioned as a higher-end product than beer or mixers, due to its targeted marketing towards foodies, and catering to consumers who are looking for refreshing yet flavorful alternatives to beer or wine.
Workshop question
Who is the status-seeker of your consumer segment and what features convey status to them?
Trend signals
Trend signals for Elevated Alcohol
Trend score 3.5 out of 10, from popularity 40%, activity 56%, freshness 8%.
Popularity40%
Activity56%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Elevated Alcohol trend
4 featured examples from Jun 10, 2016 to Jan 7, 2017CategoryLifestyle
European-Inspired Cider Collections
The Brand Lillevik Alpine Features European Imagery
Creating unique and flavorful ciders in a crowded alcoholic beverage market.
CategoryLifestyle
Upscale Fruit Cider Branding
The New Stella Artois Cidre Packaging is Artistically Fresh
The upscale fruit cider trend creates opportunities for alcoholic beverage companies to differentiate their products and cater to the preferences of younger consumers.
CategoryLifestyle
Summery Cider Branding
These Alcoholic Drinks are Designed to Be Vibrant and Youthful
Disruptive innovation opportunity in the alcoholic beverage industry to create unique, vibrant, and summery branding for cider, wine, and other alcoholic drinks.
CategoryLifestyle
Fizzed Fruit Ciders
The Smirnoff Cider Range Offers Tropical Notes Paired with Vodka Fermentation
Opportunity for product innovation and experimentation with fruit-infused alcoholic beverages.
