Category
Lifestyle
Assisted Choices
Trend cluster
Category
Expansive
Pairing
Cocktail pairings that think outside the box entice the adventurous.
3.0
Trend score
Trend
What is the Expansive Pairing trend?
Expansive Pairing: Highlighting the continued interest in unconventional flavor combinations, consumers are opting to participate in avant-garde experiences that see cocktails paired with unexpected multi-sensory elements or dishes. This shift speaks to the expectation that going out for drinks is now a multifaceted event with one-of-a-kind experiences built-in.
Trend themes
Themes within the Expansive Pairing trend
Three behaviours holding the trend together01
Multi-Sensory Experiences
The use of scents, sounds, and visuals are being integrated into cocktail tasting experiences, creating an immersive experience for consumers.
02
Creative Pairings
Brands are constantly experimenting with unique and unexpected food and drink pairings to appeal to consumers who are looking for novel experiences.
03
Innovative Flavors
Vodka brands are trying to reinvent flavored vodka by offering new, unique flavors that are more subtle and creative than typical fruity flavors.
Industry implications
What the Expansive Pairing trend means for industry
Where the trend changes the playbookFor
Food and Beverage
Innovative pairings and experiences are becoming increasingly popular in the food and beverage industry, offering new and exciting ways to enjoy food and drink.
For
Hospitality
Hotels and bars are using multi-sensory experiences and unique pairings to differentiate their offerings and provide guests with memorable experiences.
For
Dating and Social Events
Experiential matchmaking events are incorporating icebreaker challenges and unique activities to help singles connect and foster new relationships.
Workshop question
What one-of-a-kind experience can you offer to your customers in the interest of expanding on the conventional?
Trend signals
Trend signals for Expansive Pairing
Trend score 3.0 out of 10, from popularity 43%, activity 40%, freshness 8%.
Popularity43%
Activity40%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Expansive Pairing trend
6 featured examples from Jun 8, 2017 to Sep 19, 2018CategoryLifestyle
Cocktail-Paired Chocolates
The Pop-Up Kit Kat Bar Pairs Cocktails with New Chocolate Flavors
The confectionery industry can benefit from exploring new flavors and ingredients, particularly ones that are based on traditional alcohol beverages like sake and liquer.
CategoryMarketing
Multi-Sensory Cocktail Tastings
The Berkeley's 'Out of the Blue' Features Scent, Sound and Visuals
Incorporating multi-sensory elements into hotel experiences, such as cocktail tastings, to differentiate and attract discerning customers.
CategoryLifestyle
Experiential Matchmaking Events
'The Big Summer Party' Connects Guests with Icebreaker Challenges
Event planning companies can capitalize on the trend of experiential matchmaking events to attract singles and create memorable social experiences.
CategoryLifestyle
Experimental Vodka Flavors
U’Luvka's Ultra-Premium Polish Vodka Aims to Reinvent Flavored Vodka
The alcohol beverage industry can benefit from partnering with vodka brands to develop innovative flavor combinations and packaging designs.
CategoryMarketing
Donut Cocktail Tastings
The Clough Club Pop-Up Pairs Cartems Donuts with Mixed Drinks
Restaurants and bars can capitalize on the trend of donut and cocktail pairings by offering unique dining experiences and creative menu options.
CategoryLifestyle
Russian Vodka-Paired Platters
These Recipes Were Devised in Celebration of Russian Vodka Day
There is an opportunity for alcohol manufacturers to capitalize on the trend of creating unique and flavorful infused vodkas that cater to customers looking for new taste experien…
