Category
Lifestyle
Assisted Choices
Trend cluster
Category
Experiential
Seltzer
Hard seltzer brands are launching events & marketing stunts to drive interest.
1.9
Trend score
Trend
What is the Experiential Seltzer trend?
Experiential Seltzer: 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
The consumer insight behind the Experiential Seltzer trend
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.
Trend themes
Themes within the Experiential Seltzer trend
Three behaviours holding the trend together01
Experiential Marketing
Hard seltzer brands are creating interactive experiences to engage their consumers and foster a sense of community and fandom.
02
Innovative Promotions
Brands are using creative promotions, such as festivals, tastings, and social media challenges, to stand out in the crowded hard seltzer market.
03
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
What the Experiential Seltzer trend means for industry
Where the trend changes the playbookFor
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.
For
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.
For
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.
Workshop question
How might your brand increase the experiential factor for consumers?
Trend signals
Trend signals for Experiential Seltzer
Trend score 1.9 out of 10, from popularity 28%, activity 20%, freshness 9%.
Popularity28%
Activity20%
Freshness9%
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
Evidence
Examples of the Experiential Seltzer trend
4 featured examples from Aug 15, 2019 to Apr 16, 2020CategoryMarketing
Dedicated Hard Seltzer Festivals
'Fizz Fight' Will Be the First-Ever Hard Seltzer Festival
Event planners can tap into the growing popularity of hard seltzer by organizing dedicated festivals and events focused on this beverage category.
CategoryLifestyle
Lie-Detecting Seltzer Taste Tests
BON & VIV's #SeltzerShowdown Had People Take a Polygraph Test
Alcohol brands can utilize polygraphs and conduct taste tests to conduct accurate market research and develop a competitive edge.
CategoryMarketing
Touring Hard Seltzer Festivals
Seltzer Land Was Planned to Tour the States in Spring/Summer 2020
Disruptive innovation opportunity: Develop innovative and healthier alcoholic beverage alternatives to tap into the growing market of health-conscious consumers.
CategoryMarketing
Hard Seltzer-Supported Hockey Pregames
The Truly Hard Seltzer NHL PreGame Ran on January 1st, 2020
The rise of hard seltzer as a popular drink option presents opportunities for alcoholic beverage companies to sponsor and promote events and festivals.
