The alcohol industry takes inspiration from popular wellness practices
Trend - The continued popularity of the wellness (or self-care) industry in North America has resulted in alcohol brands now being inspired by various wellness practices. Products in this space include everything from electrolyte-infused beers to "mindfulness" wine branding.
Insight - The various long-term stresses North Americans have faced in recents years--including the ongoing pandemic and its restrictions, financial stressors and burnout--has resulted in more consumers turning to self-soothing practices. The popularity of the wellness industry has blossomed as a result, and has made more businesses take inspiration from this space.
Insight - The various long-term stresses North Americans have faced in recents years--including the ongoing pandemic and its restrictions, financial stressors and burnout--has resulted in more consumers turning to self-soothing practices. The popularity of the wellness industry has blossomed as a result, and has made more businesses take inspiration from this space.
Workshop Question - What popular industry could your brand realistically take inspiration from?
Trend Themes
1. Wellness-focused Alcohol - As consumers increasingly seek to balance indulgence with health, opportunities abound to develop health-based alcoholic products targeting conscious consumers.
2. No-alcohol and Low-alcohol Alternatives - The rise of Millennial and Gen Z moderation movements means huge potential for no-alcohol and low-alcohol beverages, as well as plant-based alternatives and botanical spirits to deliver innovative yet healthy drinking experiences.
3. Cross-pollination of Industries - Collaborations and crossover between seemingly disparate industries, such as beer and apparel, can provide fresh and unexpected synergetic opportunities.
Industry Implications
1. Food and Beverage - The restaurant, wine, and beverage industries should explore wellness and health-based offerings, zero-proof spirits, and low-alcohol beverages.
2. Retail and Fashion - Retail and fashion companies can tap into the growing trend of wellness-focused apparel and integrated marketing launches.
3. Tech and Marketing - The intersection of tech and marketing can create innovative and effective ways to market health-based alcoholic products, such as using AI-powered algorithms to create targeted ad campaigns for conscious consumers.
