# Tubular Beverage Beverage brands turn to scientific packaging designs for experiential appeal. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Jul 15, 2018 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/tubular-beverage ## Key Figures - Trend score: 4.4/10 - Evidence articles: 4 ## What is the Tubular Beverage trend? **Tubular Beverage:** Beverage brands are adapting their packaging designs to mimic vials and tubular containers as a way to not only enhance aesthetics but also create a more experiential way to consume those beverages as well. Turning cocktail experiences into scientific activities or personalized concoctions, these packaging designs speak to the growing desire for more than simply consumption, but a need for experiential elements of even the most mundane of experiences, like drinking. ## At a Glance - Evidence: 4 featured examples - Articles from: May 27, 2017 to Jul 11, 2018 - Published: Jul 15, 2018 - Patterns: [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Themes within the Tubular Beverage trend ### Scientific Packaging Designs Packaging designs that mimic vials and tubular containers, can create a more experiential way to consume beverages. ### Personalized and Novel Products Products that offer unconventional or personalized consumption experiences can appeal to Millennial consumers. ### Shifts in Consumer Preferences Consumer preference shift towards off-dry wine and unique blends, creating an opportunity for innovative brands to cater to these preferences. ## What the Tubular Beverage trend means for industry ### For Food and Beverage The industry can benefit from innovative packaging and product concepts. ### For Consumer Goods Consumer goods companies can create novelty products that cater to the growing need for experiential consumption among millennials. ### For Wine and Spirits The wine and spirits industry can offer unique blends and packaging solutions to cater to changing preferences among consumers. ## Workshop question Think of your most traditional product experience. What could you adapt, evolve or simply reinvent to make it more engaging for the end consumer? ## Trend signals for Tubular Beverage Trend score 4.4 out of 10, from popularity 59%, activity 66%, freshness 8%. - Popularity: 59% - Activity: 66% - Freshness: 8% ## Examples of the Tubular Beverage trend 4 featured examples from May 27, 2017 to Jul 11, 2018. - [Tubular Cocktail Sets](https://www.trendhunter.com/trends/cocktail-sets): Luxerose's Ready-to-Drink Cocktails Target Female Millennial Consumers (Category: Lifestyle) Implication: The alcohol industry has an opportunity to capitalize on innovative product packaging, like Luxerose's glass vial cocktail set, to attract new consumer markets. - [Scientific Wine Packaging](https://www.trendhunter.com/trends/standard-wines): The Bottles by 'Standard' Wines Resemble Science Lab Equipment (Category: Marketing) Implication: Winemakers can take advantage of new packaging trends to differentiate their products in an increasingly competitive market. - [Vibrant Rosé Vials](https://www.trendhunter.com/trends/ros-wine-products): 'Chewing Gum' Dismantles Some of the Conventional Notions on Rosé Wine (Category: Lifestyle) Implication: Wineries can take advantage of Chewing Gum's approach to attract younger and Millennial consumers with their off-dry wine, unconventional packaging, and unique flavors. - [Typeface-Themed Coffees](https://www.trendhunter.com/trends/helvetica-coffee): Sudden Coffee Club Offers a Helvetica Coffee Blend for a Limited Time (Category: Lifestyle) Implication: Coffee companies can explore unique blends and flavor profiles inspired by different font types. ## 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 Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)