Category
Lifestyle
Assisted Choices
Trend cluster
Category
Millennial
Libation
Alcohol brands adopt overt, Millennial-targeted branding.
4.2
Trend score
Trend
What is the Millennial Libation trend?
Millennial Libation: Alcohol companies are adopting more explicitly targeted branding in order to better reach the Millennial demographic. Whether through Millennial pink coloring or pop-cultural references, this shift comes as brands within this industry seek to better adapt to a generation that thus far, consumes far less alcohol than its predecessors.
Trend themes
Themes within the Millennial Libation trend
Three behaviours holding the trend together01
Millennial-Targeted Branding
Alcohol companies are adopting explicitly targeted branding to reach the Millennial demographic, which offers an opportunity for businesses to create unique branding and marketing strategies tailored to younger generations.
02
Alternative Alcoholic Beverages
The decrease in alcohol consumption among Millennials is causing brands to introduce new alcoholic alternatives, such as adult sodas, hard ciders, and sparkling seltzers, creating an opportunity for new products in the alcoholic beverage industry.
03
Clean Sports Drinks
Blacktop's low-calorie sports drink that delivers electrolytes without sugar highlights the trend of clean performance drinks, bringing room for innovative ways to market beverages geared towards active, health-conscious individuals.
Industry implications
What the Millennial Libation trend means for industry
Where the trend changes the playbookFor
Alcohol
The shift towards Millennial-targeted branding and alternative alcoholic beverages creates opportunities for new brands, unique advertising strategies, and beverage innovations in the alcoholic industry.
For
Food and Beverage
Businesses within the food and beverage industry can learn from the branding success of the Church & State Wines' pop culture reference-heavy labeling in their branding strategies for reaching younger demographics.
For
Sports and Fitness
The trend of clean performance drinks for health-conscious individuals within the sports industry opens up the possibility for new health products insights and development.
Workshop question
How can your brand tweak its branding to better adapt to younger generations?
Trend signals
Trend signals for Millennial Libation
Trend score 4.2 out of 10, from popularity 57%, activity 60%, freshness 8%.
Popularity57%
Activity60%
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 Millennial Libation trend
7 featured examples from May 13, 2016 to Oct 23, 2018CategoryMarketing
Pop Culture Wine Branding
These Church & State Wines Target Millennials
Incorporating trendy and relatable branding strategies to attract Millennial consumers in the wine industry.
CategoryLifestyle
Social Media-Inspired Beer
Hash Beer Feminizes Packaging It to Be Instagrammable
Craft beer companies can benefit from adopting social media-inspired packaging to increase their brand awareness and exposure.
CategoryLifestyle
Boozy Artisanal Adult Sodas
The BEST DAMN Brewing Co. Released Two New Flavored Sodas
Beverage manufacturers can explore the creation of high-quality flavored sodas utilizing unique ingredients and creative brewing techniques to meet the evolving tastes of consumer…
CategoryLifestyle
Rosy Millennial Libations
The Smirnoff Spiked Sparkling Seltzer Raspberry Rosé is Sugar-Free
The shift towards healthier and alternative options in the alcoholic beverage industry calls for disruptive innovation in product development and marketing strategies.
CategoryLifestyle
Celebratory Rosé Bottles
Swish Beverages' Pink Party Rosé with Bubbles is Packed Like Champagne
Disruptive innovation opportunity: Introduce innovative packaging and products to the alcoholic beverages industry, targeting a younger consumer base.
CategoryLifestyle
Clean Performance Drinks
Blacktop's Low-Calorie Drink Delivers Electrolytes Without Sugar
The sports drink industry could benefit from creating cleaner, more nutrient-packed products that appeal to active and health-conscious consumers.
CategoryLifestyle
Rosy Pink Ciders
Angry Orchard Rosé Puts a Millennial Pink Twist on Hard Cider
The growth in demand for pink drink options presents an opportunity for hard cider brands to attract younger consumers with unique and trendy flavor offerings.
