Victoria Cempasúchil is a limited-edition Día de Muertos beer that is not just covered in decorative packaging featuring marigolds, but it's a product that's actually brewed with the symbolic flower as well. During Día De Muertos, is believed that the spirits of the dead visit the living and marigolds guide their way. The beer invites people to experience "the taste of reuniting." Alongside the orange flower, which appears front and center on the tall beer can, the design includes other dark and decorative details to mark Día de Muertos.
As part of an online experience, Victoria created a virtual memorial builder where fans can upload photos to create an ofrenda for loved ones. Ofrendas often incorporate beer and this product and the online experience that supports it takes traditional celebrations to new heights.
What's Driving This Trend
- Marigold-infused Products
- Opportunities for brands to innovate and experiment with marigold as a primary ingredient in different products.
- Virtual Memorial Experiences
- The potential for brands to create virtual experiences or products that commemorate deceased loved ones and offer consolation to grieving individuals.
- Holiday-themed Specialty Products
- Brands can capitalize on the heightened demand for themed products during holidays by developing seasonal products that cater to the holiday's traditions or symbols.
Who This Affects Most
- Alcohol Beverage Industry
- Breweries and distilleries can experiment with different floral flavors, incorporating plants with deep cultural significance in their ingredients to appeal to a wider audience.
- E-commerce Industry
- E-commerce platforms can create new virtual experiences and memorial products to cater to a growing market of individuals seeking new and unique ways to honor their loved ones.
- Holidays and Celebrations Industry
- Brands can tap into the celebratory spirit of holidays by developing seasonal products and marketing campaigns that cater to the holiday's symbols and traditions, such as marigolds for Día de Los Muertos.
