Alcohol-based beverages are formulated with immune-boosting ingredients
Trend - Brands in the alcohol space are enhancing the benefits of their beverages by touting the immune-boosting benefits of their products with ingredients like vitamin C. These ingredients are incorporated in everything from spirits to cocktails.
Insight - With Millennial and older Gen Z consumers consuming less alcohol than preceding generations, what's drawing these generations to certain alcohol brands is less about the process of getting drunk and more about the experience, flavor and benefits of the products being offered. Just as they search for multiple benefits in the food choices they make, they seek out health enhancements in their beverage choices as well.
Insight - With Millennial and older Gen Z consumers consuming less alcohol than preceding generations, what's drawing these generations to certain alcohol brands is less about the process of getting drunk and more about the experience, flavor and benefits of the products being offered. Just as they search for multiple benefits in the food choices they make, they seek out health enhancements in their beverage choices as well.
Workshop Question - How is your brand prioritizing multiple benefits in its products/services?
