# Branded Responsibility Alcohol brands are promoting safe consumption as a marketing strategy. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Oct 19, 2017 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/safe-consumption ## Key Figures - Trend score: 4.3/10 - Evidence articles: 4 ## What is the Branded Responsibility trend? **Branded Responsibility:** The safe consumption of alcohol was once spearheaded by activists and only mentioned by alcohol brands in a perfunctory manner, but brands are now enthusiastically adopting this movement. Endorsing the safe consumption of alcohol may appear to be counterproductive from the alcohol brand's perspective, but from the perspective of the consumer the brand becomes more trustworthy, and reveals itself as able to accommodate more than the industry's niche target demographics of the past. Subverting the "more is more" trope that is so predominant in the alcohol industry serves to authenticate and amplify the brand's image. ## At a Glance - Evidence: 4 featured examples - Articles from: Dec 1, 2016 to Oct 14, 2017 - Published: Oct 19, 2017 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Branded Responsibility trend ### Safe alcohol consumption Alcohol brands promote safe consumption to increase trust among consumers through their marketing strategies. ### Responsibility campaigns Brands shift responsibility campaigns from activist movements to marketing strategies. ### Innovative wine consumption Innovative wine products and designs are created to promote responsible drinking experiences. ## What the Branded Responsibility trend means for industry ### For Alcohol Alcohol brands promote safe consumption through advertising campaigns. ### For Marketing Brands adopt and innovate with responsibility campaigns to build trust and extend their reach to wider demographics. ### For Wine Products Novel wine products and designs encourage responsible and mindful drinking practices. ## Workshop question How can your brand subvert tired traditions in its industry, to better connect to the needs of its consumers? ## Trend signals for Branded Responsibility Trend score 4.3 out of 10, from popularity 65%, activity 55%, freshness 8%. - Popularity: 65% - Activity: 55% - Freshness: 8% ## Examples of the Branded Responsibility trend 4 featured examples from Dec 1, 2016 to Oct 14, 2017. - [Moderation-Requiring Wine Glasses](https://www.trendhunter.com/trends/pythagorean-wine-glass): The Pythagorean Wine Glass Will Empty if Filled Too Much (Category: Lifestyle) Implication: Disruptive innovation opportunity: Develop wellness products and services that incorporate technology to monitor and manage consumption habits. - [Safe Consumption Wine Bottles](https://www.trendhunter.com/trends/dont-reach-the-bottom): The Don't Reach the Bottom Campaign Encourages Responsible Drinking (Category: Lifestyle) Implication: Opportunity for wine distributors to support and promote responsible drinking campaigns. - [Responsible Alcohol Consumption Campaigns](https://www.trendhunter.com/trends/responsible-alcohol-consumption): Heineken is Getting to the Bottom of Drinking & Driving (Category: Lifestyle) Implication: Opportunity for alcohol brands to take a proactive stance on responsible drinking and create effective campaigns and programs. - [Responsible Alcohol Consumption Ads](https://www.trendhunter.com/trends/alcohol-consumption): Heineken's Sponsorship for Formula 1 Promotes Safe Drinking (Category: Marketing) Implication: The alcoholic beverage industry can embrace responsible alcohol consumption ads to change consumer perceptions and promote healthier drinking habits. ## 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)