# In-Person Cocktail Gardens Jim Beam's Bourbon Garden is for Those in Need of a Break from Beer By Ell Smith | Published 2021-01-19 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/beam-gardens References: [adweek](https://www.adweek.com/brand-marketing/beer-drinking-down-jim-beam-session-drink-highball/) & [jimbeam](https://www.jimbeam.com/en/cocktails) 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](https://www.trendhunter.com/trends/kentucky-coolers). 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](https://www.trendhunter.com/trends/refreshing-encounters) 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](https://www.trendhunter.com/trends/ready-to-drink-bourbon-cocktail). 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. ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 26% | Activity: 40% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### 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. ## Related on Trend Hunter - [RTD Spring-Ready Cocktails](https://www.trendhunter.com/trends/jim-beam-kentucky-coolers.md) - [Fruit-Forward Southern Cocktails](https://www.trendhunter.com/trends/kentucky-coolers.md) - [Gin Cocktail Experiences](https://www.trendhunter.com/trends/beyond-the-pour.md) - [Sippable Summer Whiskeys](https://www.trendhunter.com/trends/jim-beam-sunshine-blend.md) - [Next-Gen Bourbon Campaigns](https://www.trendhunter.com/trends/worth-the-envy.md) - [Cocktail-Inspired Beers](https://www.trendhunter.com/trends/kindred-spirits.md) - [Garden-Fresh Bottled Cocktails](https://www.trendhunter.com/trends/gardenista.md) - [Alcohol-Centric Pop-Ups](https://www.trendhunter.com/trends/makers-mark-bourbon.md) - [Summer-Ready Elevated Cocktail Experiences](https://www.trendhunter.com/trends/summer-cocktail-culture.md)