A convergence of drinking and wellness cultures invites the borrowing of rituals
Implications - As consumers look to live up to contemporary wellness expectations prescribed by a predominantly social media-driven fitness lifestyle subculture, new beverage experiences are emerging that see the borrowing of drinking rituals repurposed with health-focused experiences and vice versa. In addition to reaffirming the influential nature of the cult of health and wellness on the leisure preferences of average consumers, this shift speaks to a shared cultural commitment to preventative health maintenance as an essential component of self-care.
Workshop Question - What seemingly paradoxical industry could your brand borrow rituals from?
Trend Themes
1. Wellness-inspired Cocktails - Consumers are seeking healthier alternatives to sugary alcoholic beverages, and businesses are now producing vegetable or vitamin-infused cocktails to improve health.
2. Collaborative Mixology - Collaborations between distilleries and bartenders are allowing for unique, locally-sourced ingredients in hand-crafted cocktails.
3. Healthy Imbibing - Consumers are increasingly looking for ways to reduce the guilt associated with traditionally high sugar and calorie alcoholic beverages. Low-calorie, nutrient-rich cocktail mixers and menus cater to this growing demand.
Industry Implications
1. Food & Beverage - F&B businesses are making changes to menus to accommodate consumers' growing demand for health-focused cocktail offerings.
2. Hospitality - Mixologists are working with hotels, bars, and restaurants to develop and offer uniquely tailored, locally sourced and healthy cocktails.
3. Marketing - Brands and companies are finding ways to define their offerings as healthy, eco-conscious and locally responsible to the health-conscious and health-seeking consumers.
