Category
Lifestyle
Assisted Choices
Trend cluster
Category
Immersive
Beverage
Consumers search for participatory forms of beverage education.
3.7
Trend score
Trend
What is the Immersive Beverage trend?
Immersive Beverage: With so many methods of brewing and preparing artisanal beverages out there, many consumers are feeling the pressure to educate themselves. However, rather than reading a book or searching online, consumers are opting for more hands-on forms of education. This shift indicates that consumers are not only interested in the process of making their own products, but also wish to immerse themselves in the ritual and culture associated with them.
Trend themes
Themes within the Immersive Beverage trend
Three behaviours holding the trend together01
Participatory Beverage Education
Consumers prefer hands-on and immersive forms of beverage education.
02
Specialty Experience Economy
Consumers are seeking unique and specialized experiences centered around their interests and hobbies.
03
Third Wave Menus
Businesses are emphasizing the selection, preparation, and presentation of artisanal ingredients and products.
Industry implications
What the Immersive Beverage trend means for industry
Where the trend changes the playbookFor
Beverage Industry
Beverage companies can explore new education and experience models for consumers.
For
Hospitality Industry
Hotels and resorts can offer specialty accommodations and services based around artisanal food and beverage.
For
Tourism Industry
Tourism companies can create experiences and packages for visitors to participate in artisanal food and beverage culture.
Workshop question
What could you do to more deeply immerse your customer into the back-end of your product or service?
Trend signals
Trend signals for Immersive Beverage
Trend score 3.7 out of 10, from popularity 48%, activity 55%, freshness 8%.
Popularity48%
Activity55%
Freshness8%
Audience
30%Men
70%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 Immersive Beverage trend
5 featured examples from May 26, 2014 to Apr 22, 2015CategoryLifestyle
Artisanal Tea Bars
Samovar's San Francisco Location Seeks to Elevate the Tea-Drinking Experience
Disruptive innovation opportunity: Innovate tea production methods to enhance flavors, quality, and sustainability.
CategoryLifestyle
Aerial Wine Tours
Coastal Concierge is Offering Sky-High Winery Views Via Its Aerial Wine Tour
The wine tourism industry can capitalize on the trend of aerial wine tours by offering exclusive and immersive experiences for customers.
CategoryLifestyle
Craft Beer Shops
This Craft Beer Store in London Fosters a Close Relationship with Local Breweries
Craft beer stores can collaborate with local breweries and offer growler refill services to strengthen their relationship with their customers.
CategoryLifestyle
Artistic Beer Exhibits
The Beer at Spiritmuseum Exhibition is for Connoisseurs
Opportunity for museums and art galleries to attract new audiences by incorporating interactive beer exhibits.
CategoryWorld
Wine-Themed Hotels
The Lodge at Columbia Point in Washington State Will Be Wine-Centric
The hospitality industry has an opportunity to capitalize on the trend of specialty tourism and develop hotels and services around niche markets like wine.
