# Informed Dining Consumers search for food and beverage pairings to enhance their experience. By [Vasiliki Marapas](https://www.trendhunter.com/Vasiliki.Marapas), Research Advisor & Writer | Published Oct 29, 2015 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/informed-dining ## Key Figures - Trend score: 3.9/10 - Evidence articles: 12 ## What is the Informed Dining trend? **Informed Dining:** Food and beverage pairings are becoming increasingly important to consumers who wish to create an all-encompassing dining experience. In addition to lifestyle platforms that offer entertaining advice, many brands are offering suggestions on how to best enjoy their products. This indicates that consumers want to enjoy food and drink more consciously, and they are actively seeking out the expertise to make this possible. ## At a Glance - Evidence: 12 featured examples - Articles from: Oct 16, 2015 to Apr 29, 2017 - Published: Oct 29, 2015 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Examples of the Informed Dining trend 12 featured examples from Oct 16, 2015 to Apr 29, 2017. - [Candied Wine Pairings](https://www.trendhunter.com/trends/chocolate-and-wine-pairings): amNewYork Suggests Candy Bar Chocolate and Wine Pairings (Category: Lifestyle) Implication: Candy companies can take advantage of the trend by promoting candy pairings with different wine types. - [Confectionery Beer Pairings](https://www.trendhunter.com/trends/candy-and-beer): These Unusual Candy and Beer Pairings Complement One Another (Category: Lifestyle) Implication: Craft breweries have an opportunity to create beer styles that pair well with different candies. - [Beer-Paired Cooking Sites](https://www.trendhunter.com/trends/cooking-and-beer): The 'Cooking and Beer' Website Features Food and Beer Recipes (Category: Lifestyle) Implication: Breweries can explore partnerships with food establishments to offer curated beer and food pairing menus, creating a new dining experience. - [Beer Pairing Snack Menus](https://www.trendhunter.com/trends/banger-brewing): 'Banger Brewing' Pairs Each of Its Brews with a Tasty Snack (Category: Lifestyle) Implication: Breweries can differentiate themselves by pairing each beer with a snack and creating a unique customer experience. - [Brewery Cookie Tastings](https://www.trendhunter.com/trends/cookies-and-beer): Function Brewery's Unique Event Paired Girl Scout Cookies and Beer (Category: Lifestyle) Implication: Craft breweries can capitalize on the trend of unique beer pairings by creating beer tasting events that incorporate popular food items, like cookies. - [Mixology Lifestyle Blogs](https://www.trendhunter.com/trends/stir-and-strain): Stir and Strain Shares Craft Cocktail Recipes and Meal Pairings (Category: Lifestyle) Implication: Opportunity for beverage companies to develop and market artisanal drinks, catering to the demand for craft cocktails. - [Interactive Wine Lists](https://www.trendhunter.com/trends/interactive-wine-list): VINU's Wine Guru Platform Can be Used by Upscale and Casual Eateries (Category: Lifestyle) Implication: Interactive wine lists can disrupt the hospitality industry by enhancing the dining experience. - [Concealed Secret Cookbooks](https://www.trendhunter.com/trends/cocktail-cookbook): The Nomad Recipe Guide Hides Cocktail Cookbook Inside its Pages (Category: Lifestyle) Implication: Publishing companies that produce upscale recipe guides with concealed additional content to cater to culinary enthusiasts looking for unique and comprehensive resources. - [Instructional Beer Pairing Guides](https://www.trendhunter.com/trends/pair-with-beer): This Cookbook Provides Tasty Recipes to Pair with Beer (Category: Lifestyle) Implication: The food and beverage industry can take advantage of the interest in beer pairings by developing new products and services that are specifically designed for beer lovers. - [Cocktail-Pairing Dice](https://www.trendhunter.com/trends/foodie-cocktail-dice): The Foodie & Cocktail Dice Set Helps Plan an Evening (Category: Lifestyle) Implication: The Foodie & Cocktail Dice set can be incorporated into bars and restaurants to offer customers a unique, interactive experience in cocktail selection. - [Cheesy Beer Pairings](https://www.trendhunter.com/trends/cheese-and-beer): Flying Dog Brewery and Crisafulli’s Cheese Held a Tasting for Cheese and Beer (Category: Lifestyle) Implication: Breweries could benefit from creating more pairing events to showcase their products and create a distinct experience for their consumers. - [Spanish Wine Pairing Events](https://www.trendhunter.com/trends/drink-spain): The 'Eat Spain, Drink Spain' Event Features Cultural Pairings (Category: Lifestyle) Implication: The 'Eat Spain, Drink Spain' event highlights the potential for the wine and food tourism industry to create experiential and immersive travel experiences centered around culinary… **Workshop question:** Keeping in mind your brand's voice, craft a "user's manual" for consumers to consult when interacting with your brand. ## Themes within the Informed Dining trend ### Food and beverage pairings Consumers are becoming increasingly interested in pairing food and beverages to create an all-encompassing dining experience. ### Craft beer culture and education The increase in popularity of craft beer is driving the public to look for novel flavors, as well as seeking pairings that complement and enhance the taste of brews. ### Interactive and educational culinary experiences Consumers are looking for events, web platforms, and guides that help teach them about food and beverage pairings, while providing interactive experiences that help them learn and enjoy with others. ## What the Informed Dining trend means for industry ### For Beverage and brewing industry The brewing industry can direct marketing efforts on the potential partnerships with food businesses to produce complementary beverage and food offerings. ### For Tourism and hospitality industry Tourism and hospitality businesses can explore interactive events and multi-platform guides to offer guests unique culinary experiences. ### For Online food and beverage blogging Individuals or groups can create online food and beverage pairing blogs and social media sites to provide education and increase their following by showcasing their pairing creativity. ## Trend signals for Informed Dining Trend score 3.9 out of 10, from popularity 54%, activity 56%, freshness 8%. - Popularity: 54% - Activity: 56% - Freshness: 8% ## Recent trend clusters - [Territory Bottlings](https://www.trendhunter.com/protrends/exclusive-spirits-release) (Lifestyle) - [Flavor Franchising](https://www.trendhunter.com/protrends/dessert-menu-rotation) (Lifestyle) - [Access Framing](https://www.trendhunter.com/protrends/exclusive-spirits-releases) (Lifestyle) - [Care Routing](https://www.trendhunter.com/protrends/clinician-linked-wearables) (Lifestyle) ## Trending in Lifestyle - [Character-Inspired Holiday Candies](https://www.trendhunter.com/trends/character-inspired-holiday-candies) - [Fashionable Frozen Yogurts](https://www.trendhunter.com/trends/aritzias-aok-caf) - [Fragrant Body Care Ranges](https://www.trendhunter.com/trends/summer-fridays-body-collection1) - [Temple-Mounted Health Wearables](https://www.trendhunter.com/trends/temple-mounted-health-wearables) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)