# Influenced Extension Cannabis and alcohol companies dive into unlikely ventures, and vice versa. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Oct 31, 2018 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/influenced-extension ## Key Figures - Trend score: 2.8/10 - Evidence articles: 4 ## What is the Influenced Extension trend? **Influenced Extension:** In an environment where brands are constantly having to adapt and overlap with new business models, alcohol and cannabis brands are pushing themselves into ventures that include everything from travel to TV networks, and brands typically unassociated with the alcohol industry are entering it. ## The consumer insight behind the Influenced Extension trend The Millennial demographic is predominantly emphasizing experience over everything else when it comes to making purchasing decisions. The act of partaking in something unique and interactive makes them happier and while an entertaining activation is met with excitement, consumers also place a premium on shareability as much of their lifestyle is shared through social media. ## At a Glance - Evidence: 4 featured examples - Articles from: Aug 28, 2017 to Oct 30, 2018 - Published: Oct 31, 2018 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Influenced Extension trend ### Experiential Marketing Brands are recognizing the importance of offering unique, interactive and shareable experiences to appeal to Millennials. ### Collaborative Innovation Brands from different industries are partnering up to create new and unconventional ventures, such as Netflix's co-creation of cannabis strains and Mozilla's open-source beer. ### Niche Subscription Services Subscription-based models are allowing brands like BrewDog to offer exclusive content, products and experiences to their loyal customers. ## What the Influenced Extension trend means for industry ### For Food and Beverage Brands in the food and beverage industry are expanding their offerings and collaborating with brands from other industries to provide unique experiences and products. ### For Travel and Tourism There is an increasing trend of travel and tourism brands partnering up with brands in different industries to offer niche and immersive experiences to their customers. ### For Media and Entertainment Brands in the media and entertainment industry are leveraging unique and unconventional partnerships to promote their shows and create new sources of revenue, such as cannabis strains paired with TV shows and beer-centric streaming TV networks. ## Workshop question Consider an adjacent industry that your brand could partner with or enter. ## Trend signals for Influenced Extension Trend score 2.8 out of 10, from popularity 53%, activity 22%, freshness 8%. - Popularity: 53% - Activity: 22% - Freshness: 8% ## Examples of the Influenced Extension trend 4 featured examples from Aug 28, 2017 to Oct 30, 2018. - [Streaming Site Cannabis Strains](https://www.trendhunter.com/trends/the-netflix-collection): The Netflix Collection Offers 10 Strains of Medical Cannabis (Category: Lifestyle) Implication: Streaming services with the potential for integrated cross-promotion products. - [Beer-Focused Airlines](https://www.trendhunter.com/trends/brewdog-airlines): BrewDog Airlines Will Feature Beer Brewed Specifically for Air Travel (Category: Lifestyle) Implication: Opportunity for airlines to differentiate themselves and attract beer enthusiasts through specialized beer-focused flights. - [Tech-Crafted Beers](https://www.trendhunter.com/trends/opensource-beer): Mozilla Has Taken a Break from Tech to Create an Open-Source Beer (Category: Lifestyle) Implication: The beverage industry could explore open-source beer creation to tap into the craft beer market and meet growing consumer demand for customization and unique flavors. - [Craft Beer Networks](https://www.trendhunter.com/trends/beer-network): BrewDog Launched Its Own Beer-Centric TV Network and Subscription Service (Category: Pop Culture) Implication: Craft beer companies can leverage the BrewDog Network's success by launching their own beer-centric TV networks, providing consumers with exclusive content and building brand loya… ## 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 Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)