# After-Hours Chocolate Tastings Hotel Chocolat's Chocolate Tasting Event is Branded as a 'Lock-In' By Laura McQuarrie | Published 2017-02-23 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/chocolate-tasting-event References: [eventmagazine](http://www.eventmagazine.co.uk/hotel-chocolat-plans-chocolate-lock-ins/brands/article/1425137) & [blog.hotelchocolat](http://blog.hotelchocolat.com/join-us-for-a-chocolate-lock-in/) There are many confectionery brands that hold chocolate tasting events for the public, but [Hotel Chocolat](https://www.trendhunter.com/trends/grand-mimosa-chocolate-selector) is experimenting with a new kind of experience that puts a spotlight on exclusivity. Hotel Chocolat's 45-minute chocolate tasting events are held after a store's closing hours, and as such, are branded as 'Chocolate Lock-Ins.' Those who attend one of these tastings will be treated like a VIP with a glass of Prosecco and a Secret Card, which gives access to £10 off any purchases made in-store the night of the event. Those on the outside of the event will see a "do not disturb" sign on street level. As Hotel Chocolat describes, the Chocolate Lock-Ins explore different themes weekly, such as chocolate made with some of the planet's rarest cocoa or herbal infusions. ## Trend Insights (Trend Hunter) - Score: 0.5/10 - Popularity: 1% | Activity: 7% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Key Themes Behind This Trend - **Exclusivity-focused Events:** Brands can create unique and exclusive experiences for their customers by organizing after-hours events. - **Theme-based Tastings:** Weekly themed tasting events can keep customers engaged and coming back for new flavors and experiences. - **In-store Benefits:** Providing special discounts or rewards during the event can incentivize customers to make purchases in-store. ### Where This Applies - **Confectionery:** Confectionery brands can use after-hours tastings to create a memorable and exclusive experience for chocolate enthusiasts and potentially increase sales. - **Hospitality:** Hotels and other hospitality establishments can leverage the concept of 'lock-ins' to host unique events and attract guests looking for exclusive experiences. - **Retail:** Retailers can adopt the idea of after-hours tasting events to provide a special and personalized shopping experience for customers, ultimately driving foot traffic and sales. ## Related on Trend Hunter - [Chocolate Tasting Flights](https://www.trendhunter.com/trends/chocolate-flights.md) - [Cocktail-Inspired Chocolates](https://www.trendhunter.com/trends/grand-mimosa-chocolate-selector.md) - [Luxurious Chocolate Tasting Kits](https://www.trendhunter.com/trends/chocolate-coffee-tasting.md) - [Artisan Drinking Chocolate Mixes](https://www.trendhunter.com/trends/hotel-chocolat-drinking-chocolates.md) - [Gourmet Chocolate Tasting Experiences](https://www.trendhunter.com/trends/gourmet-chocolate.md) - [Chocolate Education Platforms](https://www.trendhunter.com/trends/chocotastery.md) - [Chocolate-Inspired Restaurant Menus](https://www.trendhunter.com/trends/lindt-and-gia.md) - [Caramelized Fruit Hot Chocolates](https://www.trendhunter.com/trends/caramelised-pineapple-drinking-chocolate.md) - [Fan-Favorite Chocolate Advent Calendars](https://www.trendhunter.com/trends/hotel-chocolat-everything-advent-calendar.md)