Nitrogen infusions in cocktails are able to enhance texture and experience
Trend - Nitrogen infusions are increasingly known to consumers with their inclusion in cold brew coffees. Now, brands in the cocktail space are taking advantage of the textural benefits of nitro-infusions, and incorporating them into their cocktails.
Insight - When it comes to the alcohol industry, consumers are faced with a barrage of choices, and sometimes this results in them remaining loyal to certain brands and beverages to avoid being overwhelmed. Thus, brands in this space are having to focus on product experience as much as they are flavor, as consumers are increasingly drawn to once-secondary elements like texture in the food and beverages they choose to consume.
Insight - When it comes to the alcohol industry, consumers are faced with a barrage of choices, and sometimes this results in them remaining loyal to certain brands and beverages to avoid being overwhelmed. Thus, brands in this space are having to focus on product experience as much as they are flavor, as consumers are increasingly drawn to once-secondary elements like texture in the food and beverages they choose to consume.
Workshop Question - How could your brand better focus on product experience?
Trend Themes
1. Nitro-infused Cocktails - Nitrogen infusions are becoming a popular trend among cocktail enthusiasts due to enhanced texture and smoother finish.
2. Ready-to-drink Canned Cocktails - The popularity of canned cocktails is on the rise as consumers seek convenience and portability.
3. Sub-zero Cocktail Tap Systems - The development of sub-zero cocktail tap systems is disrupting the cocktail culture with the creation of efficient, speedy and consistent drink delivery at sub-zero temperatures.
Industry Implications
1. Beverage Industry - Beverage companies can capitalize on the growing trend of nitro-infused, convenient and innovative 'to-go' cocktails.
2. Technology Industry - The development of innovative machinery such as sub-zero cocktail tap systems presents opportunities for tech companies to create disruptive tools for efficient drink delivery systems.
3. Hospitality Industry - The rise of canned cocktails and nitro-infused drinks presents an opportunity for hospitality businesses to offer unique and portable experiences to their customers.
