Alcohol brands aim to tackle stereotypes and encourage inclusivity
Trend - 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 - 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.
Insight - 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.
Workshop Question - How can your brand support gender-inclusivity in its products or services?
Trend Themes
1. 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.
2. 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.
3. 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
1. Alcohol - The alcohol industry is being challenged to create empowering and gender-inclusive marketing and branding initiatives.
2. Beverage - Women-owned alcohol brands are disrupting the male-dominated beverage industry by launching new and creative products.
3. Nonprofit - Beer brands are donating profits to various nonprofits that empower and improve the lives of women.
