# Escapist Libation Retired Boomers are targeted by alcohol companies that brand for relaxation. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Oct 18, 2017 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/escapist-libation ## Key Figures - Trend score: 2.2/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Jul 7, 2016 to Jul 27, 2017 - Published: Oct 18, 2017 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Experience](https://www.trendhunter.com/megatrend/experience), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 50% men, 50% women - Top markets: North America ## Themes within the Escapist Libation trend ### Boomers' Relaxation Alcohol brands are using the idea of relaxation and escape from the mundane to attract Baby Boomers in the alcohol industry. ### Caribbean-Inspired Resorts Caribbean-inspired themes and promoting relaxation are hot trends in the senior resort industry. ### 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. ## What the Escapist Libation trend means for industry ### For 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 for Escapist Libation Trend score 2.2 out of 10, from popularity 31%, activity 26%, freshness 8%. - Popularity: 31% - Activity: 26% - Freshness: 8% ## Examples of the Escapist Libation trend 4 featured examples from Jul 7, 2016 to Jul 27, 2017. - [Caribbean-Inspired Boomer Resorts](https://www.trendhunter.com/trends/latitude-margaritaville): The First Latitude Margaritaville Will Be in Daytona Beach (Category: Luxury) Implication: Disruptive innovation opportunity: Incorporate themed resorts and communities into real estate development, offering unique experiences to potential buyers. - [Celebrity Homemaker Wine Services](https://www.trendhunter.com/trends/martha-stewart-wine-co): Martha Stewart Wine Co. is an Online Shop Curated by Stewart (Category: Lifestyle) Implication: 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. - [Easygoing Beer Commercials](https://www.trendhunter.com/trends/house-beer): House Beer's Debut Ad Captures the SoCal Lifestyle (Category: Marketing) Implication: Craft breweries can differentiate themselves through CSR initiatives and by aligning their branding with the laid-back lifestyle trend. - [Tropical Cocktail Ales](https://www.trendhunter.com/trends/funky-buddha): The Funky Buddha Piña Colada Ale Kicks Off the Living Barrel Series (Category: Lifestyle) Implication: 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… ## 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)