Category
Lifestyle
Assisted Choices
Trend cluster
Category
Experiential
Whisky
Whisky brands look to gain favor with millennials with memorable campaigns.
5.2
Trend score
Trend
What is the Experiential Whisky trend?
Experiential Whisky: By incorporating technological innovations and serving as gatekeepers to one-of-a-kind experiences, whisky brands are looking to resonate with young consumers by making a lasting impression that buoys the product to cult status. This shift speaks to the ability of brands to connect with new groups of consumers by providing access to experiences in order to power the perception of a product with social currency.
Trend themes
Themes within the Experiential Whisky trend
Three behaviours holding the trend together01
Experiential marketing
Whisky brands connect with young consumers through memorable experiences that create social currency.
02
Virtual reality
Whisky brands use VR to transport consumers to the distillery, granting them VIP access to the whisky-making process.
03
Augmented reality
Whisky brands integrate AR technology into whisky labels, creating a more engaging and educational experience for consumers.
Industry implications
What the Experiential Whisky trend means for industry
Where the trend changes the playbookFor
Alcohol
New marketing strategies and emerging technologies are revolutionizing the way whisky is consumed, marketed, and sold.
For
Tourism
Whisky distilleries are investing in experiential tours to attract visitors while offering them a sneak peek into the whisky-making process.
For
Technology
Emerging technologies like VR and AR are being used to enhance every aspect of the whisky-drinking experience, from tasting and storytelling to marketing and sales.
Workshop question
What new experiences can you marry with an older product offering in order to refresh brand image in the eyes of younger consumers?
Trend signals
Trend signals for Experiential Whisky
Trend score 5.2 out of 10, from popularity 77%, activity 71%, freshness 8%.
Popularity77%
Activity71%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Experiential Whisky trend
6 featured examples from Mar 24, 2017 to May 10, 2018CategoryMarketing
VR Distillery Tours
Beam Suntory is Virtually Transporting Consumers to Bowmore Distilleries
The alcohol industry can benefit from using VR technology to offer immersive marketing experiences and interactive buying opportunities.
CategoryMarketing
Sensory Whisky Labs
The Glenfiddich Aroma Lab Helps Consumers Tap Into Scent and Taste
Hotels and restaurants can create unique experiences by integrating scent-based concepts to enhance customer satisfaction and engage their sense of smell.
CategoryLifestyle
AR Whiskey Labels
Macallan's AR Labels Take the Viewer Through the Whiskey Making Process
AR labels can be used to educate consumers about the production process and create emotional connections with the product, leading to increased brand loyalty and sales.
CategoryTech
Multi-Sensory Airport Bars
Ballantine's Hard Fired Scotch Whiskey Bar Powers Phones and More
Hotels, restaurants, and bars can adopt multi-sensory activations to enhance guest experiences.
CategoryLifestyle
Tasting Note Clocks
'Charlie's Whisky Clock' Features Notes from Whisky Expert Charles MacLean
Whisky distilleries can leverage the 'Charlie's Whisky Clock' trend to offer their customers a unique and immersive tasting experience.
CategoryMarketing
Theatrical Dinner Events
'The Glenfiddich Burns Night Experiment' Challenges Traditions
The hospitality industry, particularly restaurants and hotels, can incorporate theatrical elements into their dining experiences, offering guests a unique and memorable experience.
