Category
Lifestyle
Assisted Choices
Trend cluster
Category
Sippable
Celebration
Beverage brands focus on occasion-specific products that pique interest.
2.6
Trend score
Trend
What is the Sippable Celebration trend?
Sippable Celebration: Beverage brands are appealing to consumers with celebratory products that recognize specific, often seasonal occasions. Focusing on specialty events adds a sense of excitement to this market; across industries, this approach helps brands break away from the norm, an approach that is appreciated by consumers craving unique, instagrammable experiences.
Trend themes
Themes within the Sippable Celebration trend
Three behaviours holding the trend together01
Occasion-Specific Products
Beverage brands create limited edition specialty event drinks for consumers seeking unique, Instagrammable experiences.
02
Seasonal Flavors
Coffee chains and beverage companies use seasonal and holiday flavors to attract consumers and reinvigorate classic drinks.
03
Limited Time Offerings
Brands create unique, celebratory beverages for a limited time, generating excitement and fueling consumer desire.
Industry implications
What the Sippable Celebration trend means for industry
Where the trend changes the playbookFor
Beverage
Beverage manufacturers use marketing campaigns centered around occasion-specific products emphasizing customer experiences.
For
Food and Beverage
Food and drink chains regularly use seasonal flavors to add more variety and captivate their customers' interest.
For
Hospitality
Bars, restaurants and cafes can use limited time celebratory drinks to differentiate themselves from other establishments and to drive traffic.
Workshop question
What are the best parts about your industry that consumers love most? How can you further capitalize on that positive momentum?
Trend signals
Trend signals for Sippable Celebration
Trend score 2.6 out of 10, from popularity 37%, activity 34%, freshness 8%.
Popularity37%
Activity34%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Sippable Celebration trend
5 featured examples from Jul 22, 2014 to Dec 27, 2016CategoryLifestyle
Celebratory Beer Branding
This Beer Company Celebrates Its Anniversary with a Brand New Brew
Alcohol industry can explore aging in different types of barrels to create unique flavor profiles and appeal to more experienced drinkers.
CategoryLifestyle
Celebratory Drink Packaging
French Toast Imagines a Bottle Design Concept for Schweppes 230 Years
Disruptive innovation opportunity: Embrace creativity and experimentation in beverage packaging, offering unique and engaging experiences to customers.
CategoryLifestyle
Iced Pumpkin Coffees
Dunkin' Donuts is Offering a Pumpkin Macchiato Drink in Celebration of Fall
Food and beverage companies can capitalize on seasonal offerings and flavors by adding limited-time menu items to their line-up, attracting repeat customers.
CategoryLifestyle
Festive Cold Brew Kits
This Cold Brew Calendar Counts Down the Twelve Days of Christmas
Coffee companies can offer holiday-themed cold brew kits to boost sales and attract customers during the holiday season.
CategoryLifestyle
Dressed-Up Holiday Beverages
Starbucks' New Tuxedo Beverages are Dressed Up for the New Year
Innovative holiday beverages like Starbucks' Tuxedo drinks create opportunities for companies to introduce creative and visually appealing concoctions.
