# Supermarket Drinking Festivals The Waitrose Drinks Festival Introduces Consumers to New Products By Katherine Pendrill | Published 2017-10-19 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/waitrose-drinks-festival References: [thedrinksbusiness](https://www.thedrinksbusiness.com/2017/09/waitrose-announces-return-of-drinks-festival/) & [waitrosedrinksfestival](https://waitrosedrinksfestival.com/) In an effort to show off its new selection of wines, beers, and spirits, the British supermarket chain [Waitrose](https://www.trendhunter.com/trends/waitrose-1) 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](https://www.trendhunter.com/trends/global-wine-experience) 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](https://www.trendhunter.com/trends/bourbonfest) 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. ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 50% | Activity: 60% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### 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. ## Related on Trend Hunter - [Discerning Drinker Pop-Ups](https://www.trendhunter.com/trends/fentimans-pop-up.md) - [Consumer-Driven Grocery Stores](https://www.trendhunter.com/trends/waitrose-home-of-food-lovers.md) - [Mature Refreshment Product Ranges](https://www.trendhunter.com/trends/summer-adult-beverages.md) - [Interactive Hard Seltzer Bars](https://www.trendhunter.com/trends/white-claw-wave-of-summer-bar.md) - [Summer Socialization Food Products](https://www.trendhunter.com/trends/coop-summer-feastival-range.md) - [Curated Craft Beer Stores](https://www.trendhunter.com/trends/craft-beer-stores.md) - [Supermarket Gin Clubs](https://www.trendhunter.com/trends/gin-club.md) - [Festival Season Beer Ranges](https://www.trendhunter.com/trends/fierce-friends-beer.md) - [Bulk Artisan Cocktail Products](https://www.trendhunter.com/trends/the-drinks-bureau-cocktails.md)