# Libational Oasis Serene garden lounges serve as a backdrop for spirits activations. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Aug 4, 2017 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/libational-oasis ## Key Figures - Trend score: 4.5/10 - Evidence articles: 7 ## 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. ## At a Glance - Evidence: 7 featured examples - Articles from: Aug 18, 2015 to Jan 17, 2018 - Published: Aug 4, 2017 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Experience](https://www.trendhunter.com/megatrend/experience), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Libational Oasis trend ### 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. ### 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. ### 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. ## What the Libational Oasis trend means for industry ### For 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 for Libational Oasis Trend score 4.5 out of 10, from popularity 65%, activity 63%, freshness 8%. - Popularity: 65% - Activity: 63% - Freshness: 8% ## Examples of the Libational Oasis trend 7 featured examples from Aug 18, 2015 to Jan 17, 2018. - [Botanical Oasis Gin Experiences](https://www.trendhunter.com/trends/hendricks-gin): Hendrick's Gin Held a Horticultural Pop-Up Earlier This Year (Category: Marketing) Implication: Hotels, bars, and restaurants can create unique experiences through botanical pop-up bars. - [Champagne Cocktail Pop-Ups](https://www.trendhunter.com/trends/le-crown-and-cactus): Le Crown and Cactus Pub Was Hosted by Chambord in London (Category: Marketing) Implication: The liqueur industry can leverage pop-up experiences to showcase their products and engage consumers in new and exciting ways. - [Elderflower Liqueur Pop-Ups](https://www.trendhunter.com/trends/maison-stgermain-popup): The Maison St-Germain Pop-Up Feted the Decadence of Summer (Category: Marketing) Implication: The Maison St-Germain pop-up showcases the potential for alcohol brands to engage consumers through unique and immersive brand experiences. - [Gin Garden Experiences](https://www.trendhunter.com/trends/archie-rose): The MCA's Archie Rose Pop-Up Serves Up Handcrafted Cocktails (Category: Lifestyle) Implication: Creating one-of-a-kind experiences with unique venues, products, and services for millennial consumers. - [Sensory Cocktail Tastings](https://www.trendhunter.com/trends/gin-garden): The Rivington Gin Garden Has Visitors Select Cocktails from Scents (Category: Marketing) Implication: Hotels, bars, and restaurants can incorporate multi-sensory experiences to attract and delight customers, enhancing their overall dining or drinking experience. - [Astrology-Themed Bars](https://www.trendhunter.com/trends/mood-ring-bar): Brooklyn’s Mood Ring Bar Crafts Cocktails After Zodiac Signs (Category: Lifestyle) Implication: Astrology-themed bars present disruptive innovation opportunities to enhance the bar experience and attract a new customer base. - [AR Wine Labels](https://www.trendhunter.com/trends/ar-wine-labels): Treasury Wine Estates' 19 Crimes Bottles Bring 19th Century Convicts to Life (Category: Lifestyle) Implication: Wineries can incorporate AR technology into their packaging to stay current and appeal to tech-savvy wine drinkers. ## 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)