Category
Lifestyle
Assisted Choices
Trend cluster
Category
Experiential
Education
Beverage education takes on a gamified format to entice consumers.
3.4
Trend score
Trend
What is the Experiential Education trend?
Experiential Education: Food and beverage education has often taken the form of classes and workshops that speak to a consumer preference for hands-on learning. Many alcohol brands have taken this concept one step further by providing fun, activity-focused events and products. Taking the social aspect of drinking into consideration, these brands are able to cultivate an experience, rather than a lesson.
Trend themes
Themes within the Experiential Education trend
Three behaviours holding the trend together01
Gamification
Brands are gamifying beverage education to create a more immersive experience for consumers.
02
Interactive Learning
Interactive books and comic books offer a fresh and accessible take on traditional education about beer and spirits.
03
Social Events
Boozy events and competitions provide a space for consumers to interact with each other and learn more about beverages.
Industry implications
What the Experiential Education trend means for industry
Where the trend changes the playbookFor
Hospitality
Hotels, restaurants and bars can create unique and interactive drink pairing events to engage patrons.
For
Alcohol Brands
Alcohol brands can create unique educational tools such as books to educate consumers and build brand affinity.
For
Technology
By incorporating technology into the beverage industry, companies can create new and immersive experiences to attract customers.
Workshop question
How can gamification be leveraged by your brand to increase consumer education around your offering?
Trend signals
Trend signals for Experiential Education
Trend score 3.4 out of 10, from popularity 52%, activity 42%, freshness 8%.
Popularity52%
Activity42%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Experiential Education trend
5 featured examples from Sep 15, 2015 to Jan 26, 2016CategoryMarketing
Boozy Puzzle Solving Events
This Monthly Event Combines Brain Teasers and Craft Beer
Opportunity for entertainment companies to create immersive puzzle solving experiences for customers.
CategoryLifestyle
Interactive Whiskey-Scented Books
This Scratch and Sniff Book is a Guide to Liquor Through Smell
Publishers can explore the creation of interactive books that incorporate scent to attract readers and enhance engagement.
CategoryMarketing
Interactive Wine Tables
Graphene 3D Lab and Ideum Elevate Wine Experiences with Technology
The use of interactive wine experiences and 3D-printed wine glasses in wine tastings and wineries.
CategoryMarketing
Beer-Based Comic Books
This Comic Book is Packed with Information About the History of Beer
Breweries creating educational and engaging material for consumers.
CategoryMarketing
Boozy Beverage Pairing Competitions
This Event Examines the Differences in Beer and Wine Pairings
Opportunity for restaurants, bars, and tasting events to offer unique beverage pairing experiences.
