The mead industry's growth has led to a shift in branding
Trend - The rise of mead consumption among consumers has led to brands prioritizing its image in an age where contemporary branding is key to relating to younger demographics. Through campaigning and design, brands are using the growing popularity of mead to sell it as a contemporary product, taking cues from the growth of wine and beer brands that specifically target Millennials.
Insight - Due to a desire for authenticity in unique experiences, Millennial purchasing decisions are driven more by artisanal qualities than big brand dominance. This movement has created a demand for independent craft in different industries—from beverages to food. In consuming such products, Millennials are not only empowered in their personal tastes but are also able to satisfy their curiosity.
Insight - Due to a desire for authenticity in unique experiences, Millennial purchasing decisions are driven more by artisanal qualities than big brand dominance. This movement has created a demand for independent craft in different industries—from beverages to food. In consuming such products, Millennials are not only empowered in their personal tastes but are also able to satisfy their curiosity.
Workshop Question - Consider how your brand could prioritize Millennial engagement via design?
Trend Themes
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Shift to Contemporary Branding — The rise in mead consumption among consumers has led to brands prioritizing contemporary branding to appeal to younger demographics.
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Artisanal Movement — Millennial purchasing decisions are driven by the desire for artisanal qualities over big brand dominance, creating a demand for independent craft in different industries.
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Alternative to Wine — By updating mead to appeal to contemporary audiences, mead is becoming an alternative to wine in restaurants.
Industry Implications
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Alcoholic Beverages — Brands can update traditional spirits, like mead, to appeal to contemporary audiences and compete with other alcoholic beverages.
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Craft Industry — There is a demand for independent craft in different industries, from beverages to food, due to the desire for authenticity in unique experiences.
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Gift Market — Elegant packaging, like Kiwi Manuka's Honey Wine, can make products perfect for the gift market.
