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
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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.
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Collaborative Mixology — Collaborations between distilleries and bartenders are allowing for unique, locally-sourced ingredients in hand-crafted cocktails.
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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
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Food & Beverage — F&B businesses are making changes to menus to accommodate consumers' growing demand for health-focused cocktail offerings.
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Hospitality — Mixologists are working with hotels, bars, and restaurants to develop and offer uniquely tailored, locally sourced and healthy cocktails.
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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.
