# Engrossed Libation Alcohol brands increase Millennial influence with memorable interactions. By [Gil Cohen](https://www.trendhunter.com/ghaddi), SVP Client Success | Published May 16, 2016 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/immersive-imbibing ## Key Figures - Trend score: 5.7/10 - Evidence articles: 7 ## 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. ## At a Glance - Evidence: 7 featured examples - Articles from: Aug 14, 2015 to May 17, 2016 - Published: May 16, 2016 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Gamification](https://www.trendhunter.com/megatrend/gamification), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Themes within the Engrossed Libation trend ### Experiential Marketing Brands are capitalizing on the younger consumer's fear of missing out by creating fully immersive moments that make long-lasting impressions. ### Customized Experiences Consumers can tailor their experience to their liking through customizable drink bars, immersive event tours, and interactive tasting activations. ### Poignancy Principle Brands pull outrageous stunts and use unique ways to enthrall their consumers, fostering a memorable, emotional connection to their products. ## What the Engrossed Libation trend means for industry ### For 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 for Engrossed Libation Trend score 5.7 out of 10, from popularity 81%, activity 80%, freshness 8%. - Popularity: 81% - Activity: 80% - Freshness: 8% ## Examples of the Engrossed Libation trend 7 featured examples from Aug 14, 2015 to May 17, 2016. - [Touchscreen Sampling Bars](https://www.trendhunter.com/trends/bourbon-tasting): Beam Suntory's Interactive Booth Offers Bourbon Tasting at the Airport (Category: Lifestyle) Implication: Leverage interactive sampling bars and immersive experiences to disrupt the alcoholic beverages industry and create unique brand experiences that stand out in the market. - [Experiential Beer Lounges](https://www.trendhunter.com/trends/budweiser-beer-garage): The Budweiser Beer Garage is the Latest SXSW 2016 Activation from A-B (Category: Marketing) Implication: Disruptive innovation opportunity: Integrating VR technology into alcohol and beverage experiences to engage customers in a unique and interactive way. - [Slow-Mo Brewery Photobooths](https://www.trendhunter.com/trends/shoreditch-brewery): Asahi Beer Held an Immersive Event at This Shoreditch Brewery (Category: Marketing) Implication: Use of immersive experiences and branded statues to create memorable events and enhance customer engagement. - [Gold-Painted Pubs](https://www.trendhunter.com/trends/golden-pub): John Smith's Golden Ale Inspires the Creation of a Pop-Up Golden Pub (Category: Marketing) Implication: Opportunity for beverage companies to create memorable experiences around their new product launches. - [Immersive Tequila Experiences](https://www.trendhunter.com/trends/art-of-patron): The Art of Patrón Event Series Celebrates The Brand's Vision (Category: Lifestyle) Implication: The Art of Patrón event series demonstrates the potential for beverage companies to attract consumers through immersive events that showcase products and experiences. - [Customizable Drink Bars](https://www.trendhunter.com/trends/mix-your-way): Schweppes' 'Mix Your Way' Experience Helps People Mix Their Dream Drink (Category: Marketing) Implication: The customizable drink bar trend presents opportunities for beverage companies to create unique experiences and engage with consumers. - [Canine-Staffed Pop-Ups](https://www.trendhunter.com/trends/staffed-by-dogs): The Kronenbourg 1664 Pop-Up Bar is Entirely Staffed by Dogs (Category: Marketing) Implication: Restaurants and bars can explore the concept of dog-friendly spaces to attract dog owners and create memorable dining experiences. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)