Consumers search for participatory forms of beverage education
Implications - 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.
Workshop Question - What could you do to more deeply immerse your customer into the back-end of your product or service?
Trend Themes
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Participatory Beverage Education — Consumers prefer hands-on and immersive forms of beverage education.
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Specialty Experience Economy — Consumers are seeking unique and specialized experiences centered around their interests and hobbies.
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Third Wave Menus — Businesses are emphasizing the selection, preparation, and presentation of artisanal ingredients and products.
Industry Implications
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Beverage Industry — Beverage companies can explore new education and experience models for consumers.
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Hospitality Industry — Hotels and resorts can offer specialty accommodations and services based around artisanal food and beverage.
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Tourism Industry — Tourism companies can create experiences and packages for visitors to participate in artisanal food and beverage culture.
