Category
Lifestyle
Assisted Choices
Trend cluster
Category
Engrossed
Libation
Alcohol brands increase Millennial influence with memorable interactions.
5.7
Trend score
Trend
What is the Engrossed Libation trend?
Engrossed Libation: Well aware that millennials are constantly on the lookout for the next best thing, alcohol brands are increasing their influence among this demographic by creating fully immersive moments that make long-lasting impressions. Temporary activations offering hands-on experiences and one-of-a-kind product interactions not only capitalize on the younger consumer's fear of missing out, but also allow brands to carefully curate an environment that gets their unique messaging across in an engaging way.
Trend themes
Themes within the Engrossed Libation trend
Three behaviours holding the trend together01
Experiential Marketing
Brands are capitalizing on the younger consumer's fear of missing out by creating fully immersive moments that make long-lasting impressions.
02
Customized Experiences
Consumers can tailor their experience to their liking through customizable drink bars, immersive event tours, and interactive tasting activations.
03
Poignancy Principle
Brands pull outrageous stunts and use unique ways to enthrall their consumers, fostering a memorable, emotional connection to their products.
Industry implications
What the Engrossed Libation trend means for industry
Where the trend changes the playbookFor
Food and Beverage
Immersive events, interactive tastings and customizable drink bars have particular appeal to the alcohol sector.
For
Marketing and Advertising
Experiential marketing is becoming extremely popular across the beverage industry, opening up huge innovation opportunities for marketers.
For
Hospitality
Canine-staffed pop-ups and immersive tequila events are just some of the hospitality trends that are enhancing customer experiences.
Workshop question
What can your brand do to turn your products, campaigns or marketing activations into memorable moments? How could you adapt your messaging to appeal to consumers like Millennials?
Trend signals
Trend signals for Engrossed Libation
Trend score 5.7 out of 10, from popularity 81%, activity 80%, freshness 8%.
Popularity81%
Activity80%
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
Evidence
Examples of the Engrossed Libation trend
7 featured examples from Aug 14, 2015 to May 17, 2016CategoryLifestyle
Touchscreen Sampling Bars
Beam Suntory's Interactive Booth Offers Bourbon Tasting at the Airport
Leverage interactive sampling bars and immersive experiences to disrupt the alcoholic beverages industry and create unique brand experiences that stand out in the market.
CategoryMarketing
Experiential Beer Lounges
The Budweiser Beer Garage is the Latest SXSW 2016 Activation from A-B
Disruptive innovation opportunity: Integrating VR technology into alcohol and beverage experiences to engage customers in a unique and interactive way.
CategoryMarketing
Slow-Mo Brewery Photobooths
Asahi Beer Held an Immersive Event at This Shoreditch Brewery
Use of immersive experiences and branded statues to create memorable events and enhance customer engagement.
CategoryMarketing
Gold-Painted Pubs
John Smith's Golden Ale Inspires the Creation of a Pop-Up Golden Pub
Opportunity for beverage companies to create memorable experiences around their new product launches.
CategoryLifestyle
Immersive Tequila Experiences
The Art of Patrón Event Series Celebrates The Brand's Vision
The Art of Patrón event series demonstrates the potential for beverage companies to attract consumers through immersive events that showcase products and experiences.
CategoryMarketing
Customizable Drink Bars
Schweppes' 'Mix Your Way' Experience Helps People Mix Their Dream Drink
The customizable drink bar trend presents opportunities for beverage companies to create unique experiences and engage with consumers.
CategoryMarketing
Canine-Staffed Pop-Ups
The Kronenbourg 1664 Pop-Up Bar is Entirely Staffed by Dogs
Restaurants and bars can explore the concept of dog-friendly spaces to attract dog owners and create memorable dining experiences.
