In an effort to show off its new selection of wines, beers, and spirits, the British supermarket chain Waitrose has brought back the Waitrose Drinks Festival for the second year in a row. Set to be held in November of 2017, the event gives consumers a unique way to discover new products.
Unlike the kinds of beer and wine festivals that are geared towards millennials and younger drinkers, the Waitrose Drinks Festival is a more sophisticated affair. Instead of drinking games and live music, the festival features masterclasses, demonstrations, workshops, and sessions with award-winning experts. This allows customers to sample and learn about the latest wines, beers, ciders, and spirits in a more informative and hands-on environment.
With the emphasis squarely on education and less on creating a party atmosphere, the Waitrose Drinks Festival is perfect for older consumers who want to discover new drinks.
Key Themes Behind This Trend
- Sophisticated-drinks-festivals
- Opportunity to create more sophisticated and educational drink festivals that cater to older consumers.
- Informative-drink-sampling
- The rise of drink festivals that prioritize knowledge and hands-on experiences for customers to discover new drinks.
- Expert-demonstrations-and-workshops
- Increasing interest in drink festivals that offer masterclasses, demonstrations, and sessions led by award-winning experts.
Where This Applies
- Supermarket-retail
- Opportunity for supermarkets to host drink festivals as a way to showcase their selection and engage with customers.
- Beverage-manufacturing
- Disruptive innovation opportunity for beverage manufacturers to partner with supermarkets and participate in drink festivals to introduce new products and gain customer feedback.
- Event-planning-and-organizing
- Growing demand for event planning and organizing companies to specialize in creating sophisticated drink festivals that provide informative and hands-on experiences for attendees.
