# Multisensory Cooling Brandies Paul Masson ICE Pairs Bold Citrus Flavors with an Icy-Cold Finish By Laura McQuarrie | Published 2024-09-17 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/paul-masson-ice References: [bevindustry](https://www.bevindustry.com/articles/96911-paul-masson-ice) Paul Masson Brandy teamed up with rapper DJ and entrepreneur Paul Wall to create Paul Masson ICE, a multisensory brandy featuring [tangerine and grapefruit flavors](https://www.trendhunter.com/trends/orange-blizzard-flavored-vodka) with an [icy-cold finish](https://www.trendhunter.com/trends/peroni-italian-beer-ice). Gleaning from the music and style of one of Texas's most successful independent musicians, Paul Masson ICE carries the unique icy theme from the liquid to the frosted packaging with [thermochromic technology](https://www.trendhunter.com/trends/jgermeister-freeze-to-win-campaign). When placed in the freezer and the liquid reaches 40 degrees, the bottle's light blue label turns dark. "The burst of cooling sensation on the end is unmatched and as cold as the ice around my neck," said Wall, "There's no wrong way to drink Paul Masson ICE, either. Mix it with lemonade, peach tea, or my favorite lemon-lime soda." ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 51% | Activity: 61% | Freshness: 28% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Celeb Products](https://www.trendhunter.com/celebproducts) ## Key Themes ### What Makes This Trend Stand Out - **Multisensory Beverages:** Combining flavors with sensory elements, such as thermochromic technology, enhances the drinking experience by engaging multiple senses. - **Celebrity-driven Product Launches:** Aligning with prominent figures in music or entertainment elevates brand visibility and taps into pre-existing fanbases effectively. - **Innovative Packaging Technology:** Packaging that reacts to temperature changes enhances consumer engagement and adds a functional, interactive layer to the product. ### Sectors Adopting This - **Alcohol Beverages:** Crafting new drink experiences through multisensory elements can set premium alcoholic beverages apart in a crowded market. - **Entertainment Marketing:** Collaborations with entertainers bridge marketing efforts to wider, more diverse consumer demographics. - **Packaging Design:** Incorporating advanced technologies like thermochromic ink offers innovative ways to differentiate products on the shelf. ## Related on Trend Hunter - [Next-Gen White Cognacs](https://www.trendhunter.com/trends/white-x.md) - [Temperature-Driven Grande Champagne Cognacs](https://www.trendhunter.com/trends/temperature-driven-grande-champagne-cognacs.md) - [Mixtape-Branded Cognacs](https://www.trendhunter.com/trends/rmy-martin.md) - [Affordable Strong Cocktail Lines](https://www.trendhunter.com/trends/sun-ices.md) - [Icy Mint-Flavored Liqueurs](https://www.trendhunter.com/trends/polar-peppermint-ice.md) - [Playful Summer Drink Giveaways](https://www.trendhunter.com/trends/smirnoff-ice-sunny-days.md) - [Rapper-Backed RTD Cocktails](https://www.trendhunter.com/trends/waka-flocka-flame.md) - [Throwback Hard Lemonades](https://www.trendhunter.com/trends/mikes-hard-freeze.md) - [Frozen Whiskey Pops](https://www.trendhunter.com/trends/whiskey-pops.md)