# Ritual Mimicry A convergence of drinking and wellness cultures invites the borrowing of rituals. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Jun 4, 2017 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/ritual-mimicry ## Key Figures - Trend score: 4.1/10 - Evidence articles: 6 ## What is the Ritual Mimicry trend? **Ritual Mimicry:** 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. ## At a Glance - Evidence: 6 featured examples - Articles from: May 2 to Nov 29, 2016 - Published: Jun 4, 2017 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Ritual Mimicry trend ### 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. ### Collaborative Mixology Collaborations between distilleries and bartenders are allowing for unique, locally-sourced ingredients in hand-crafted cocktails. ### 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. ## What the Ritual Mimicry trend means for industry ### For Food & Beverage F&B businesses are making changes to menus to accommodate consumers' growing demand for health-focused cocktail offerings. ### For Hospitality Mixologists are working with hotels, bars, and restaurants to develop and offer uniquely tailored, locally sourced and healthy cocktails. ### For 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. ## Workshop question What seemingly paradoxical industry could your brand borrow rituals from? ## Trend signals for Ritual Mimicry Trend score 4.1 out of 10, from popularity 66%, activity 48%, freshness 8%. - Popularity: 66% - Activity: 48% - Freshness: 8% ## Examples of the Ritual Mimicry trend 6 featured examples from May 2 to Nov 29, 2016. - [Alcoholic Juice Bars](https://www.trendhunter.com/trends/juice-and-smoothie-bar): This Juice and Smoothie Bar Switches to Serving Healthy Cocktails at Night (Category: Lifestyle) Implication: The food and beverage industry can capitalize on the trend of alcoholic juice bars by offering health-focused ingredients and menu options to attract health-conscious consumers. - [Healthy Celery Cocktails](https://www.trendhunter.com/trends/healthy-celery): This Celery Gimlet Offers a Healthier Alternative to Sugary Drinks (Category: Lifestyle) Implication: Distilleries and beverage companies can take advantage of the trend towards healthier drinking by creating vegetable-based cocktails and promoting them as a healthier alternative… - [Health-Oriented Cocktail Menus](https://www.trendhunter.com/trends/cocktail-menu): PRESS Developed "London’s 'Healthiest' Cocktail Menu" (Category: Lifestyle) Implication: Cold-pressed juice companies can collaborate with distilled spirit brands to create health-oriented cocktail menus. - [Collaborative Botanical Cocktails](https://www.trendhunter.com/trends/botanist-gin): Botanist Gin is Serving Wild Cocktails at Selfridges Restaurants (Category: Lifestyle) Implication: The hospitality industry can take advantage of the botanical cocktail trend by incorporating unique and natural flavor profiles into their beverage offerings. - [Mood-Boosting Cocktails](https://www.trendhunter.com/trends/cocktail-drink): Barts is Serving Alcoholic Cocktail Drinks That are Rich in Serotonin (Category: Lifestyle) Implication: Opportunity for cocktail bars to differentiate themselves and attract customers by offering mood-boosting cocktails containing ingredients rich in serotonin. - [Vitamin-Infused Cocktail Mixers](https://www.trendhunter.com/trends/premium-cocktail-mix): 'Ficks Premium Cocktail Mix' Contains Summery Flavors (Category: Lifestyle) Implication: The beverage industry can explore the development of vitamin-infused cocktail mixers that cater to health-conscious consumers. ## 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)