Category
Lifestyle
Assisted Choices
Trend cluster
Category
Spirited
Banquet
Alcohol brands expand into the realm of lifestyle aspiration with intimate dining.
3.6
Trend score
Trend
What is the Spirited Banquet trend?
Spirited Banquet: Narrative dining events are being designed to help consumers imagine the brand's offering as having a place in their own lives through hands-on product education in an imaginative setting. In addition to highlighting the new role of brand's as cultural gatekeepers and educators, this progression speaks to the consumer interest in "insider" experiences that invite them to feel part of the lifestyle branding of a product.
Trend themes
Themes within the Spirited Banquet trend
Three behaviours holding the trend together01
Narrative Dining Events
Brands are hosting narrative dining events to offer hands-on product education in an imaginative setting in order to create insider experiences that invite consumers to feel part of the lifestyle branding of a product.
02
Heritage and Culinary Experiences
Brands are creating heritage and culinary experiences through collaborations with chefs and local experts, offering unique dining experiences paired with exclusive cocktails or beverages.
03
Gin and Alcohol Foraging Experiences
Luxury hotels and brands are offering gin and alcohol foraging experiences to provide guests with unique outdoor adventures that also incorporate the creation and enjoyment of exclusive cocktails or drinks.
Industry implications
What the Spirited Banquet trend means for industry
Where the trend changes the playbookFor
Hospitality
Hotels and luxury brands can offer unique culinary and alcohol experiences that incorporate the creation of exclusive cocktails and foods through collaborations with celebrated chefs and local experts.
For
Alcohol
Alcohol brands can create immersive dining and drinking experiences that offer hands-on product education and immersive storytelling tailored towards a consumer's lifestyle and interests.
For
Tourism
Tourism brands can provide guests with unique outdoor gin and alcohol foraging experiences that incorporate a sense of adventure and exclusivity, offering one-of-a-kind travel experiences amidst the beauty of nature.
Workshop question
What kinds of insider experiences can you offer hopeful customers in order to help them imagine themselves as being one with a product's lifestyle branding?
Trend signals
Trend signals for Spirited Banquet
Trend score 3.6 out of 10, from popularity 46%, activity 53%, freshness 8%.
Popularity46%
Activity53%
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 Spirited Banquet trend
6 featured examples from Dec 9, 2016 to Mar 3, 2018CategoryLifestyle
Secret Dining Events
Patrón Secret Dining Created a Special Cocktail-Paired Menu in London
The hospitality industry can capitalize on the trend of secret dining events by offering unique and exclusive dining experiences to attract customers.
CategoryMarketing
Heritage Vodka Parisian Picnics
The Grey Goose Sunset Soiree 2017 Series Kicked Off in Toronto
Innovative event planning companies can create immersive experiences that transport attendees to different locations and elevate brand visibility.
CategoryMarketing
Theatrical Dinner Events
'The Glenfiddich Burns Night Experiment' Challenges Traditions
The hospitality industry, particularly restaurants and hotels, can incorporate theatrical elements into their dining experiences, offering guests a unique and memorable experience.
CategoryWorld
Gin Foraging Vacations
Palé Hall's Botanical Foraging Experience is a Tour Through Gin Foraging
Hotels and resorts can leverage unique experiences, like gin-inspired botanical foraging and distillery tours, to attract more guests and increase revenue through specialized pack…
CategoryLifestyle
Celebratory Heritage Banquets
Staropramen's Spirit of Prague Event Takes Diners Back to the 90s
Craft breweries can capitalize on immersive dining events to create unique beer experiences and engage customers in a memorable way.
CategoryMarketing
Black Christmas Dinners
Kraken Launched a Dark Festive Feast to Pair with Its Iconic Black Rum
Restaurants and event organizers can leverage the trend of black Christmas dinners to attract customers looking for unique dining experiences.
