Alcohol products integrate popular ingredients thought to purport better health
Implications - As more and more consumers prioritize their health, many alcohol brands have been pivoting to offer low alcohol or non-alcoholic offerings to suit those looking to reduce their intake. Another way this shift in consumer behavior is being catered to, however, is through alcohol products that include ingredients perceived by consumers to be healthy, often putting a focus on a functional physical benefit. This speaks to the far-reaching influence of the wellness movement, and the fact that consumers are willing to pay more for products that align with their desired lifestyles.
Workshop Question — Does your consumer perceive your product to be in opposition to some of their lifestyle goals? What's a way that you could you close that gap?