Category
Lifestyle
Assisted Choices
Trend cluster
Category
Feminized
Libation
As concepts of cultural gender shift, beer is reformatted for female drinkers.
3.4
Trend score
Trend
What is the Feminized Libation trend?
Feminized Libation: The strict gender roles of years past are continuing to be broken down with reversals like women in the workforce and men as homemakers, but a broader cultural shift towards consumers that are less concerned with how they are perceived is giving way to the feminization of the masculine and vice-versa. As such, the rebranding and consumption of beer as a more approachable beverage for women drinkers is taking precedent, and marking a larger cultural shift towards heightened androgyny in products with unnecessarily gendered associations.
Trend themes
Themes within the Feminized Libation trend
Three behaviours holding the trend together01
Gender Neutrality
The androgynization of traditionally gendered products is becoming increasingly relevant as consumers are less concerned with socially constructed gender norms.
02
Humorous Advertising
Humor can be an effective tool for connecting with audiences on sensitive issues like gender equality.
03
Fruit-Infused Beverages
Pursuing new and exciting fruit-infused beverage flavors that translate well into a canned beer format presents a disruptive innovation opportunity.
Industry implications
What the Feminized Libation trend means for industry
Where the trend changes the playbookFor
Alcohol
Gender-neutral branding strategies and innovative fruit-infused flavors are particularly relevant in the alcohol industry.
For
Fashion/Jewelry
Gender neutral products, such as jewelry with built-in bottle openers, presents an opportunity to promote functionality and fun in fashion accessories.
For
Marketing/Advertising
Humorous advertising has the power to grab attention and promote meaningful messages on a range of societal issues.
Trend signals
Trend signals for Feminized Libation
Trend score 3.4 out of 10, from popularity 49%, activity 45%, freshness 8%.
Popularity49%
Activity45%
Freshness8%
Audience
10%Men
90%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Feminized Libation trend
6 featured examples from Jun 28, 2013 to Mar 2, 2014CategoryFashion
Beer-Branded Southern Editorials
The Editorial 'Kara Davis' Soaks up the Sultry Summer Sun
The fashion industry can leverage summer-themed editorials to showcase their latest collections and connect with consumers on an emotional level.
CategoryMarketing
Witty Feminist Beer Ads
Ads for Rotthammer Beer Comically Promote Gender Equality
Opportunity for disruptive innovation in creating inclusive and empowering ad campaigns.
CategoryFashion
Functional Cap Opener Jewelry
The Bottle Opener Earrings are Essential at a Party
The fashion industry can take advantage of the popularity of multi-functional accessories by designing creative and trendy pieces that serve more than one purpose.
CategoryLifestyle
Celebrity Parody Beer Ads
Anna Kendrick Lends a Helping Hand in This Newcastle Brown Ale Ad
Craft breweries can use humor and satire to promote their unique flavors and styles of beer in a crowded and competitive market.
CategoryLifestyle
Margarita Canned Beer Creations
Bud Light Launched a New Line-Up of Delicious Summer Flavors
The beverage industry can leverage the popularity of canned margarita flavors to expand their product offerings and cater to the growing demand for ready-to-drink cocktails.
CategoryLifestyle
Peace-Loving Beer Holsters
The Tie-Dye 6-Pack Beer Holster is a Free-Spirited Alcohol Belt
The beer holster trend can drive innovation in the beer and alcohol industry through the creation of portable and convenient products that enhance the consumer experience.
