# Experiential Seltzer Hard seltzer brands are launching events & marketing stunts to drive interest. By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published Apr 16, 2020 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/experiential-seltzer ## Key Figures - Trend score: 1.9/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Aug 15, 2019 to Apr 16, 2020 - Published: Apr 16, 2020 - Patterns: [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Experience](https://www.trendhunter.com/megatrend/experience), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Experiential Seltzer trend ### Experiential Marketing Hard seltzer brands are creating interactive experiences to engage their consumers and foster a sense of community and fandom. ### Innovative Promotions Brands are using creative promotions, such as festivals, tastings, and social media challenges, to stand out in the crowded hard seltzer market. ### 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. ## What the Experiential Seltzer trend means for industry ### For 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 for Experiential Seltzer Trend score 1.9 out of 10, from popularity 28%, activity 20%, freshness 9%. - Popularity: 28% - Activity: 20% - Freshness: 9% ## Examples of the Experiential Seltzer trend 4 featured examples from Aug 15, 2019 to Apr 16, 2020. - [Dedicated Hard Seltzer Festivals](https://www.trendhunter.com/trends/fizz-fight): 'Fizz Fight' Will Be the First-Ever Hard Seltzer Festival (Category: Marketing) Implication: Event planners can tap into the growing popularity of hard seltzer by organizing dedicated festivals and events focused on this beverage category. - [Lie-Detecting Seltzer Taste Tests](https://www.trendhunter.com/trends/seltzershowdown): BON & VIV's #SeltzerShowdown Had People Take a Polygraph Test (Category: Lifestyle) Implication: Alcohol brands can utilize polygraphs and conduct taste tests to conduct accurate market research and develop a competitive edge. - [Touring Hard Seltzer Festivals](https://www.trendhunter.com/trends/seltzer-land): Seltzer Land Was Planned to Tour the States in Spring/Summer 2020 (Category: Marketing) Implication: Disruptive innovation opportunity: Develop innovative and healthier alcoholic beverage alternatives to tap into the growing market of health-conscious consumers. - [Hard Seltzer-Supported Hockey Pregames](https://www.trendhunter.com/trends/truly-hard-seltzers): The Truly Hard Seltzer NHL PreGame Ran on January 1st, 2020 (Category: Marketing) Implication: The rise of hard seltzer as a popular drink option presents opportunities for alcoholic beverage companies to sponsor and promote events and festivals. ## 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 Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)