# Empowering Alcohol Alcohol brands aim to tackle stereotypes and encourage inclusivity. By [Grace Mahas](https://www.trendhunter.com/Grace.Mahas), VP of Content & Insights | Published Oct 20, 2020 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/empowering-alcohol ## Key Figures - Trend score: 3.6/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Feb 23, 2022 to Jan 18, 2023 - Published: Oct 20, 2020 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Empowering Alcohol trend ### 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. ### 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. ### 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. ## What the Empowering Alcohol trend means for industry ### For 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 for Empowering Alcohol Trend score 3.6 out of 10, from popularity 42%, activity 51%, freshness 14%. - Popularity: 42% - Activity: 51% - Freshness: 14% ## Examples of the Empowering Alcohol trend 4 featured examples from Feb 23, 2022 to Jan 18, 2023. - [Female Empowering Energy Drinks](https://www.trendhunter.com/trends/gorgie): GORGIE Aims to Disrupt the Male-Oriented Energy Drink Space (Category: Lifestyle) Implication: The beverage industry has the opportunity to create innovative and healthier energy drink options that cater to the needs of female consumers. - [Hilarious Female-Supporting Beer Ads](https://www.trendhunter.com/trends/beaver-water): The Beaver Water Campaign Aims to Empower Women (Category: Naughty) Implication: The Beaver Water Campaign highlights the potential for unique and attention-grabbing marketing in the beverage industry. - [Gender Equality Wine Collections](https://www.trendhunter.com/trends/disrupt-now-collection): The Disrupt Now Collection Exposes Wine Industry Inequality (Category: Lifestyle) Implication: Wineries and vineyards can disrupt the norm in the wine industry by promoting and hiring women and black winemakers. - [Women-Empowering Craft Ales](https://www.trendhunter.com/trends/womenempowering-craft-ale): This Delicious Peach Cobbler Ale Celebrates Women's History Month (Category: Lifestyle) Implication: The craft beer industry has an opportunity to promote gender equality and diversity by highlighting female brewers and creating more women-empowering craft ales. ## 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)