Category
Lifestyle
Assisted Choices
Trend cluster
Category
Playful
Ale
Beer brands adopt kid-inspired takes on alcoholic products for satirical appeal.
2.5
Trend score
Trend
What is the Playful Ale trend?
Playful Ale: In contrast to how adult beverages are typically marketed, beer labels are adopting childlike aesthetics. Playful takes on alcoholic drinks serve a consumer desire for satirical branding that reinterprets typical approaches to services and merchandise. This alternative approach helps brands stand out in highly saturated and competitive markets.
Trend themes
Themes within the Playful Ale trend
Three behaviours holding the trend together01
Childlike Aesthetics
Alcoholic beverage labels are adopting a childlike aesthetic to serve a consumer desire for satirical branding that reinterprets typical approaches to services and merchandise, providing a disruptive opportunity to create new products that appeal to the nostalgia of customers.
02
Mixing Concepts and Brands
By combining two disparate concepts to create a new product, companies can leverage the emotional connection their target market has with both, and create new markets for their products. The success of cereal-inspired beers and Disney-themed beer labels provides opportunities for firms to create similarly unique products.
03
Creative Packaging
Creative packaging solutions can improve customer convenience and increase the perceived value of the product. Ball Packaging Europe's ISS system, which adds a built-in straw to a can, provides a disruptive opportunity to grab a drink and go, without fretting about finding a straw or throwing it out separately afterwards.
Industry implications
What the Playful Ale trend means for industry
Where the trend changes the playbookFor
Alcohol
The alcoholic beverage industry can leverage childlike aesthetics and packaging innovations for creative marketing opportunities that stand out in highly saturated and competitive markets.
For
Packaging
Innovative packaging solutions, such as built-in straws in cans, can improve convenience for consumers and differentiate the product from its competitors. There are opportunities for packaging companies to develop similar solutions.
For
Marketing
Mixing concepts and brands can create unique and engaging marketing campaigns that leverage the emotional connection of their target market. There are opportunities for marketers to explore unique concepts while creating effective marketing campaigns.
Trend signals
Trend signals for Playful Ale
Trend score 2.5 out of 10, from popularity 31%, activity 37%, freshness 8%.
Popularity31%
Activity37%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Playful Ale trend
5 featured examples from Jun 9, 2014 to Dec 28, 2015CategoryArt & Design
Disney Beer Labels
These Enchanted Beer Labels are Perfect for Animated Movie Lovers
Exploring innovative packaging designs for beer labels that cater to specific themes and target niche consumer groups.
CategoryUnique
Straw-Incorporating Cans
Ball Packaging Europe's Newest Can Design Includes a Built-In Straw
The development of straw-incorporating cans opens up opportunities for beverage packaging companies to provide innovative solutions that enhance the drinking experience.
CategoryMarketing
Nursery Rhyme Beer Branding
The Barcelona Beer Company Uses the Three Little Pigs as Its Mascots
Craft breweries can leverage creative labeling strategies to differentiate themselves in a competitive craft beer market while captivating consumers with unique designs.
CategoryMarketing
Reindeer Beer Branding
These Christmas Edition Bottles Celebrate Santa's Eight Sleigh Drawers
The industry can benefit from innovation through themed-beverage collections, design-focused packaging, and creative collaborations.
CategoryLifestyle
Cereal-Inspired Brews
Noble Ale Works' New Beer Mimics Cinnamon Toast Crunch's Flavors
Craft breweries can capitalize on the trend of cereal-inspired brews by creatively incorporating nostalgic flavors into their beer offerings.
