The cult following behind craft breweries and beer gardens can be a lot for the average drinker to keep up with -- those who agree may be drawn to a new innovation from Jim Beam dubbed Beam Gardens.
As it turns out, the environment of a beer garden lends itself well to other beverages. Perfect for the cocktail enthusiast who's looking for a refreshing night-out, this outdoor space was designed to give consumers a much-needed "break from beer." This ad was created with the intention of changing one's perception around bourbon. While many see it as a beverage enjoyed alone, in the comfort of one's home, the brand is hoping to promote it as a social option.
Key Themes Behind This Trend
- Outdoor Cocktail Gardens
- There is an opportunity for bars and beverage companies to create more outdoor spaces dedicated to cocktails, promoting socializing and changing perceptions around certain drinks.
- Non-beer Beverages in Beer Garden Settings
- Bars and beverage companies can capitalize on the popularity of beer gardens by offering alternative beverage options, such as cocktails, to attract a wider range of customers.
- Social Promotions for Unique Beverages
- Brands can create advertising campaigns that promote social drinking experiences around less conventional beverage options, such as bourbon gardens.
Where This Applies
- Hospitality
- Bars and restaurants can create outdoor spaces that cater to cocktail drinkers to increase their customer base.
- Beverage
- Beverage companies have an opportunity to create alternative beverage options and capitalize on the popularity of beer gardens.
- Advertising
- There is an opportunity for creative advertising campaigns that promote social drinking experiences around less conventional beverages, such as bourbon.
