Category
Lifestyle
Assisted Choices
Trend cluster
Category
Libational
Oasis
Serene garden lounges serve as a backdrop for spirits activations.
4.5
Trend score
Trend
What is the Libational Oasis trend?
Libational Oasis: Spirits and champagne brands are leveraging the desire for tranquil moments of escapism during everyday life by activating with garden-inspired venues brimming with fresh floral arrangements. This progression highlights the new role of direct-to-consumer marketing in articulating the messaging of a lifestyle vision of the brand in an accessible yet aspirational way.
Trend themes
Themes within the Libational Oasis trend
Three behaviours holding the trend together01
Garden-Themed Pop-Ups
Alcohol brands are leveraging garden-inspired venues to create tranquil moments of escapism, highlighting the role of direct-to-consumer marketing to articulate a brand's lifestyle vision in an accessible yet aspirational way.
02
AR-Enabled Wine Labels
Wine brands are using augmented reality to appeal to young audiences by bringing dynamic wine bottle labels to life, especially by telling real and authentic stories behind the brand.
03
Sensory Cocktail Tastings
Pop-up events are featuring multi-sensory elements that are immersing event attendees in experience-driven tastings, offering a new way of thinking when it comes to selecting what to drink.
Industry implications
What the Libational Oasis trend means for industry
Where the trend changes the playbookFor
Alcohol Brands
Alcohol brands can leverage garden-inspired pop-up events to create a memorable brand-customer relationship and story through sensory design and lifestyle messaging.
For
AR Developers
AR enabled wine labels have the potential to become a new advertising platform for AR developers, opening up new avenues for dynamic and interactive storytelling with authentic elements of brand history and culture.
For
Event Planning
Sensory cocktail tastings and other unique immersive and experiential events can be leveraged by event planning companies as a tool to create out-of-the-box experiences for brands and its customers.
Workshop question
How can your brand use direct-to-consumer marketing to highlight the aspirational lifestyle elements of the product in an accessible way?
Trend signals
Trend signals for Libational Oasis
Trend score 4.5 out of 10, from popularity 65%, activity 63%, freshness 8%.
Popularity65%
Activity63%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Libational Oasis trend
7 featured examples from Aug 18, 2015 to Jan 17, 2018CategoryMarketing
Botanical Oasis Gin Experiences
Hendrick's Gin Held a Horticultural Pop-Up Earlier This Year
Hotels, bars, and restaurants can create unique experiences through botanical pop-up bars.
CategoryMarketing
Champagne Cocktail Pop-Ups
Le Crown and Cactus Pub Was Hosted by Chambord in London
The liqueur industry can leverage pop-up experiences to showcase their products and engage consumers in new and exciting ways.
CategoryMarketing
Elderflower Liqueur Pop-Ups
The Maison St-Germain Pop-Up Feted the Decadence of Summer
The Maison St-Germain pop-up showcases the potential for alcohol brands to engage consumers through unique and immersive brand experiences.
CategoryLifestyle
Gin Garden Experiences
The MCA's Archie Rose Pop-Up Serves Up Handcrafted Cocktails
Creating one-of-a-kind experiences with unique venues, products, and services for millennial consumers.
CategoryMarketing
Sensory Cocktail Tastings
The Rivington Gin Garden Has Visitors Select Cocktails from Scents
Hotels, bars, and restaurants can incorporate multi-sensory experiences to attract and delight customers, enhancing their overall dining or drinking experience.
CategoryLifestyle
Astrology-Themed Bars
Brooklyn’s Mood Ring Bar Crafts Cocktails After Zodiac Signs
Astrology-themed bars present disruptive innovation opportunities to enhance the bar experience and attract a new customer base.
CategoryLifestyle
AR Wine Labels
Treasury Wine Estates' 19 Crimes Bottles Bring 19th Century Convicts to Life
Wineries can incorporate AR technology into their packaging to stay current and appeal to tech-savvy wine drinkers.
