# Millennial Libation Alcohol brands adopt overt, Millennial-targeted branding. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Feb 26, 2018 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/millennial-libation ## Key Figures - Trend score: 4.2/10 - Evidence articles: 7 ## 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. ## At a Glance - Evidence: 7 featured examples - Articles from: May 13, 2016 to Oct 23, 2018 - Published: Feb 26, 2018 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness), [Personalization](https://www.trendhunter.com/megatrend/personalization), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Millennial Libation trend ### 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. ### 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. ### 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. ## What the Millennial Libation trend means for industry ### For 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 for Millennial Libation Trend score 4.2 out of 10, from popularity 57%, activity 60%, freshness 8%. - Popularity: 57% - Activity: 60% - Freshness: 8% ## Examples of the Millennial Libation trend 7 featured examples from May 13, 2016 to Oct 23, 2018. - [Pop Culture Wine Branding](https://www.trendhunter.com/trends/church-state): These Church & State Wines Target Millennials (Category: Marketing) Implication: Incorporating trendy and relatable branding strategies to attract Millennial consumers in the wine industry. - [Social Media-Inspired Beer](https://www.trendhunter.com/trends/hash-beer): Hash Beer Feminizes Packaging It to Be Instagrammable (Category: Lifestyle) Implication: Craft beer companies can benefit from adopting social media-inspired packaging to increase their brand awareness and exposure. - [Boozy Artisanal Adult Sodas](https://www.trendhunter.com/trends/flavored-soda): The BEST DAMN Brewing Co. Released Two New Flavored Sodas (Category: Lifestyle) Implication: 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… - [Rosy Millennial Libations](https://www.trendhunter.com/trends/spiked-sparkling-seltzer): The Smirnoff Spiked Sparkling Seltzer Raspberry Rosé is Sugar-Free (Category: Lifestyle) Implication: The shift towards healthier and alternative options in the alcoholic beverage industry calls for disruptive innovation in product development and marketing strategies. - [Celebratory Rosé Bottles](https://www.trendhunter.com/trends/pink-party): Swish Beverages' Pink Party Rosé with Bubbles is Packed Like Champagne (Category: Lifestyle) Implication: Disruptive innovation opportunity: Introduce innovative packaging and products to the alcoholic beverages industry, targeting a younger consumer base. - [Clean Performance Drinks](https://www.trendhunter.com/trends/performance-water): Blacktop's Low-Calorie Drink Delivers Electrolytes Without Sugar (Category: Lifestyle) Implication: The sports drink industry could benefit from creating cleaner, more nutrient-packed products that appeal to active and health-conscious consumers. - [Rosy Pink Ciders](https://www.trendhunter.com/trends/angry-orchard-rose): Angry Orchard Rosé Puts a Millennial Pink Twist on Hard Cider (Category: Lifestyle) Implication: 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. ## 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)