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.
Supermarket Drinking Festivals
The Waitrose Drinks Festival Introduces Consumers to New Products
Trend Themes
1. Sophisticated-drinks-festivals - Opportunity to create more sophisticated and educational drink festivals that cater to older consumers.
2. Informative-drink-sampling - The rise of drink festivals that prioritize knowledge and hands-on experiences for customers to discover new drinks.
3. Expert-demonstrations-and-workshops - Increasing interest in drink festivals that offer masterclasses, demonstrations, and sessions led by award-winning experts.
Industry Implications
1. Supermarket-retail - Opportunity for supermarkets to host drink festivals as a way to showcase their selection and engage with customers.
2. 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.
3. 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.