Non-alcoholic beverages borrow tips from craft beer
Implications - Non-alcoholic beer is following the patterns seen in the alcohol space by inheriting branding, marketing, and even flavor cues from craft beer. This speaks to the sober consumer's desire to participate in the culture of alcohol beyond its social implications. This signifies the strength of creating a cultural connection, as opposed to simply satisfying a need.
Workshop Question - How can your brand build a deeper cultural connection? Considering borrowing themes from similar industries, which come to mind?
Trend Themes
-
Craft Beer Branding — As alcoholic beverages and non-alcoholic beverages borrow tips from craft beer, branding from microbrewed beer can be incorporated in non-alcoholic drinks to appeal to a wider range of consumers.
-
Demand for Non-alcoholic Beverages — As traditional alcoholic brands release non-alcoholic versions, it suggests a change in consumer preferences and demands for refreshing non-alcoholic drinks made with fresh, seasonal ingredients.
-
Craft Tonic Mixers — The trend in non-alcoholic craft tonic mixers introduces experimental and adventurous flavors to accompany different types of alcohol such as gin and vodka, creating opportunities around pairing non-alcoholic beverages with spirits.
Industry Implications
-
Beverage Industry — Beverage manufacturers can innovate by incorporating branding cues, tapping into seasonal ingredients, and incorporating adventurous flavor profiles.
-
Restaurant Industry — Restaurants can attract sober consumers and take advantage of the non-alcoholic beverage trend by offering a range of non-alcoholic drinks alongside traditional ones.
-
Retail Industry — Retailers can capitalize on the growing demand for nonalcoholic drinks by offering unique and exciting options, as well as emphasizing the quality of ingredients and the health benefits of these products.
