Category
Lifestyle
Assisted Choices
Trend cluster
Category
Empowering
Alcohol
Alcohol brands aim to tackle stereotypes and encourage inclusivity.
3.6
Trend score
Trend
What is the Empowering Alcohol trend?
Empowering Alcohol: Alcohol brands are challenging long-standing stereotypes as they relate to gender and drinking in an attempt to combat the traditional "boy's club" mentality in this space. These alcohol brands support gender-inclusivity with empowering marketing and branding initiatives.
Insight
The consumer insight behind the Empowering Alcohol trend
Social media culture has sparked a spirit of scrutiny that has consumers demanding more from brands when it comes to messaging. Contemporary consumers are no longer standing for the gendered stereotypes of the past and are seeking equal treatment and representation from the brands they purchase from. Consumers want to see themselves reflected in the brands they frequent and are supporting brands that share their same values and ethos.
Trend themes
Themes within the Empowering Alcohol trend
Three behaviours holding the trend together01
Gender-Inclusivity in Alcohol Advertising
Alcohol brands are creating empowering marketing and branding initiatives to challenge long-standing stereotypes as they relate to gender and drinking.
02
Women-Owned Alcohol Brands
Female entrepreneurs are disrupting the male-dominated alcohol industry by launching their own women-owned alcohol brands such as Bev and 21 SEEDS.
03
Women-Centered Beer Campaigns
Beer brands are celebrating women all over the world with campaigns that highlight female brewers, launch gender equality wine collections, and donate profits to nonprofits that empower and improve the lives of women.
Industry implications
What the Empowering Alcohol trend means for industry
Where the trend changes the playbookFor
Alcohol
The alcohol industry is being challenged to create empowering and gender-inclusive marketing and branding initiatives.
For
Beverage
Women-owned alcohol brands are disrupting the male-dominated beverage industry by launching new and creative products.
For
Nonprofit
Beer brands are donating profits to various nonprofits that empower and improve the lives of women.
Workshop question
How can your brand support gender-inclusivity in its products or services?
Trend signals
Trend signals for Empowering Alcohol
Trend score 3.6 out of 10, from popularity 42%, activity 51%, freshness 14%.
Popularity42%
Activity51%
Freshness14%
Audience
10%Men
90%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Empowering Alcohol trend
4 featured examples from Feb 23, 2022 to Jan 18, 2023CategoryLifestyle
Female Empowering Energy Drinks
GORGIE Aims to Disrupt the Male-Oriented Energy Drink Space
The beverage industry has the opportunity to create innovative and healthier energy drink options that cater to the needs of female consumers.
CategoryNaughty
Hilarious Female-Supporting Beer Ads
The Beaver Water Campaign Aims to Empower Women
The Beaver Water Campaign highlights the potential for unique and attention-grabbing marketing in the beverage industry.
CategoryLifestyle
Gender Equality Wine Collections
The Disrupt Now Collection Exposes Wine Industry Inequality
Wineries and vineyards can disrupt the norm in the wine industry by promoting and hiring women and black winemakers.
CategoryLifestyle
Women-Empowering Craft Ales
This Delicious Peach Cobbler Ale Celebrates Women's History Month
The craft beer industry has an opportunity to promote gender equality and diversity by highlighting female brewers and creating more women-empowering craft ales.
