As Gen Y strives to seem more sophisticated, so to does their drink of choice
Implications - As members of Generation Y slowly enter adult age, they begin to feel the pressure of having to let go of old habits normally associated with adolescence. Unlike other youth generations, however, Gen Y is equipped with considerable purchasing power and thus, are being met by products that allow them to keep their old habits without seeming pedestrian. Ultimately, products that allow for a balance between youth and adulthood grant young consumers much-needed satisfaction.
Trend Themes
1. Sophisticated Products for Gen Y - As Gen Y grows older, they desire products that balance youth and adulthood, allowing them to hold onto old habits while appearing more refined.
2. Bridging Liquor and Beer Worlds - Products like bourbon-flavored beer and beer glasses designed to hold specific types of beer are blurring the lines between the liquor and beer industries.
3. Artistic Beer Branding - Beer companies are collaborating with design firms to develop stories and unique visual art on packaging, appealing to a younger demographic looking for new and creative experiences.
Industry Implications
1. Craft Beer Industry - The craft beer industry can leverage the trend of sophisticated and unique packaging to appeal to a younger demographic with an eye for design.
2. Liquor Industry - The liquor industry can learn from products like bourbon-flavored beer that are attracting early to mid-20 year old men who are looking for something that is cheaper than actual liquor but still has a higher alcohol content than traditional beer.
3. Design Industry - The design industry can collaborate with craft breweries and beer companies to develop unique, artistic packaging that appeals to a younger, creative demographic.
