Hard seltzer brands are launching events & marketing stunts to drive interest
Trend - Brands that are manufacturing low-alcoholic hard seltzer are amplifying consumer fandom through various interactive experiences. Marketing techniques here vary from full-blown festivals to interesting experiences.
Insight - Developed by exponential consumer interest in a given product or experience, "fandom" is able to facilitate the grounds for a social space where consumers feel welcomed and as part of a growing like-minded community. Such experiences not only allow people to be more comfortable, but they are also exciting because they can establish new connections—whether that is with a given product or another person.
Insight - Developed by exponential consumer interest in a given product or experience, "fandom" is able to facilitate the grounds for a social space where consumers feel welcomed and as part of a growing like-minded community. Such experiences not only allow people to be more comfortable, but they are also exciting because they can establish new connections—whether that is with a given product or another person.
Workshop Question - How might your brand increase the experiential factor for consumers?
Trend Themes
1. Experiential Marketing - Hard seltzer brands are creating interactive experiences to engage their consumers and foster a sense of community and fandom.
2. Innovative Promotions - Brands are using creative promotions, such as festivals, tastings, and social media challenges, to stand out in the crowded hard seltzer market.
3. Health Consciousness - Low-alcoholic hard seltzer that is sugar-free and low in calories is appealing to health-conscious consumers seeking a refreshing alternative to traditional alcoholic beverages.
Industry Implications
1. Event Planning - Event planners have an opportunity to capitalize on the popularity of hard seltzer by organizing festivals and events that offer unique experiences to attendees.
2. Beverage Industry - The beverage industry can leverage the trend for hard seltzer by developing new flavors, packaging, and promotions that cater to consumers' changing tastes.
3. Marketing - Marketing professionals can explore creative avenues, such as experiential marketing and social media challenges, to increase brand awareness and engage target audiences in the crowded hard seltzer market.
4 Featured, 29 Examples:
23,091 Total Clicks
Date Range:
Aug 19 — Apr 20
Trending:
Untested
Consumer Insight Topics:
