# Exclusive Alcohol Establishments The 'Sherry Secret Society' Ads Instill Intrigue By Amelia Roblin | Published 2010-09-24 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/sherry-secret-society References: [adsoftheworld](http://adsoftheworld.com/media/print/sherry_council_of_america_secret_sherry_society_aviator) & [sherrycouncil](http://www.sherrycouncil.com/) The Sherry Council of America has enlisted the help of [Creature Advertising Agency](https://www.trendhunter.com/trends/lidl-ben-bracken-islay-single-malt) to promote intrigue surrounding an elaborate 'Sherry Secret Society.' Encouraging disguises and aliases, these posters publicize the [exclusive culture](https://www.trendhunter.com/trends/legitimate-you) that surrounds the consumption of the [fortified wine](https://www.trendhunter.com/trends/krink-x-barossa-ink-limited-edition-shiraz). Featuring invitations to discover their elite members, and cut-out mustaches to safeguard your aristocratic identity from the humble public, the 'Sherry Secret Society' campaign is undeniably successful. ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 60% | Activity: 35% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) ## Key Themes ### Key Themes Behind This Trend - **Exclusive Alcohol Culture:** Disruptive innovation opportunity: Creating unique and secretive experiences within the alcohol industry to attract a niche market of exclusivity. - **Intrigue Advertising Campaigns:** Disruptive innovation opportunity: Developing captivating and mysterious marketing strategies to generate curiosity and engagement. - **Personal Identity Protection:** Disruptive innovation opportunity: Designing innovative products or services that offer disguise options and privacy protection to enhance the experience of exclusive gatherings. ### Where This Applies - **Alcohol:** Disruptive innovation opportunity: Introducing new types of fortified beverages or reimagining traditional ones to cater to consumers seeking exclusive and luxurious drinking experiences. - **Advertising:** Disruptive innovation opportunity: Leveraging a sense of mystery and intrigue in advertising campaigns across various industries to capture consumers' attention and create memorable brand experiences. - **Identity Protection:** Disruptive innovation opportunity: Developing advanced privacy and disguise technologies that go beyond traditional mask or costume options to ensure personal identity protection in various contexts, such as events or social gatherings. ## Related on Trend Hunter - [Curious Whiskey Campaigns](https://www.trendhunter.com/trends/dont-mention-it.md) - [Provocative Tequila Campaigns](https://www.trendhunter.com/trends/censored-truth.md) - [Deserted Island Billboards](https://www.trendhunter.com/trends/silk-spice1.md) - [Next-Gen Bourbon Campaigns](https://www.trendhunter.com/trends/worth-the-envy.md) - [Social Persona-Liked Whisky Cocktails](https://www.trendhunter.com/trends/social-persona.md) - [Temperature-Reactive Liqueur Bottles](https://www.trendhunter.com/trends/the-secret-is-ice-cold-campaign.md) - [Spontaneity-Inspired Liqueur Campaigns](https://www.trendhunter.com/trends/casa-redondo.md) - [Mystery-Style Holiday Ads](https://www.trendhunter.com/trends/sweet-suspicion.md) - [Summer-Ready Apertivo Campaigns](https://www.trendhunter.com/trends/apertivo-campaign.md)