Category
Lifestyle
Assisted Choices
Trend cluster
Category
Escapist
Libation
Retired Boomers are targeted by alcohol companies that brand for relaxation.
2.2
Trend score
Trend
What is the Escapist Libation trend?
Escapist Libation: Potentialism has taught us that Boomers are maximizing retirement by finding ways to experience new things. This has made the Boomer an enthusiastic consumer in industries such as travel and alcohol. Brands from the latter industry specifically are leveraging this idea of relaxation and escape from the mundane to better attract the Boomer, demonstrating an understanding of this demographic's growth cycle and shifting priorities.
Trend themes
Themes within the Escapist Libation trend
Three behaviours holding the trend together01
Boomers' Relaxation
Alcohol brands are using the idea of relaxation and escape from the mundane to attract Baby Boomers in the alcohol industry.
02
Caribbean-Inspired Resorts
Caribbean-inspired themes and promoting relaxation are hot trends in the senior resort industry.
03
Celebrity Designed Wine
Online wine shops curated by famous personalities like Martha Stewart are becoming increasingly popular in the alcohol industry with consumers looking for personalized selections.
Industry implications
What the Escapist Libation trend means for industry
Where the trend changes the playbookFor
Alcohol
Alcohol companies are pushing relaxation and easy-going lifestyle-focused branding.
For
Senior Resorts
Senior resorts with Caribbean-inspired themes and 55+ only admission policies are creating a new phase in the retired demographic's life cycle.
For
Personalized Online Wine Shops
Online wine shops curated by famous personalities are becoming increasingly popular in the alcohol industry with consumers looking for personalized selections.
Workshop question
How do you think your target demographic's needs will change in the next 5 years? 10 years? 15 years?
Trend signals
Trend signals for Escapist Libation
Trend score 2.2 out of 10, from popularity 31%, activity 26%, freshness 8%.
Popularity31%
Activity26%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z (not a primary audience)
- Millennial (not a primary audience)
- Gen X
- Boomer
Market
North America
Evidence
Examples of the Escapist Libation trend
4 featured examples from Jul 7, 2016 to Jul 27, 2017CategoryLuxury
Caribbean-Inspired Boomer Resorts
The First Latitude Margaritaville Will Be in Daytona Beach
Disruptive innovation opportunity: Incorporate themed resorts and communities into real estate development, offering unique experiences to potential buyers.
CategoryLifestyle
Celebrity Homemaker Wine Services
Martha Stewart Wine Co. is an Online Shop Curated by Stewart
The wine retail industry can benefit from the trend of online wine retail and curated wine packs, providing consumers with a more convenient and educational wine buying experience.
CategoryMarketing
Easygoing Beer Commercials
House Beer's Debut Ad Captures the SoCal Lifestyle
Craft breweries can differentiate themselves through CSR initiatives and by aligning their branding with the laid-back lifestyle trend.
CategoryLifestyle
Tropical Cocktail Ales
The Funky Buddha Piña Colada Ale Kicks Off the Living Barrel Series
Craft breweries can tap into the opportunity to create unique and intriguing flavors in beer by experimenting with blending traditional beer-making ingredients with classic cockta…
