The popularity of rosé inspired products beyond food and beverage
Implications - Due to the popularity of rosé, products outside of the food and beverage category that celebrate the beloved wine as a lifestyle has begun to emerge. Ranging from wine-themed makeup sets to booze-scented deodorant, these showcase the transition of the beverage into consumer goods.
Insight - Millennial and Gen Z consumers see their taste preferences extensions of themselves. The aspirational lifestyles they choose to present, often on social media, serve as aspects of their curated identities. Thus, these demographics have an interest in literal representations of products they see as "markers of youth" and are turning to brands for these covetable lifestyle products.
Insight - Millennial and Gen Z consumers see their taste preferences extensions of themselves. The aspirational lifestyles they choose to present, often on social media, serve as aspects of their curated identities. Thus, these demographics have an interest in literal representations of products they see as "markers of youth" and are turning to brands for these covetable lifestyle products.
Workshop Question - What product category turned cultural marker can you look to for lifestyle branding inspiration?
