Aging consumers turn to tea-based cocktails as a status symbol of health
Implications - As health consciousness rises, aging consumers are not necessarily consuming less alcohol, but they are being very conscious about the types of alcoholic beverages they choose to enjoy. Turning to tea-based variants of popular cocktails offers consumers a healthy compromise, and adds a level of prestige to the drinking experience. This progression not only speaks to the desire for both health and sophistication, but also points to health increasingly becoming a symbol for sophistication.
Workshop Question - How could your brand encourage consumers to indulge while framing that indulgence in terms of wellness?
Trend Themes
1. Tea-based Cocktails - Aging consumers are turning to tea-based variants of popular cocktails as they desire both health and sophistication.
2. Concentrated Tea Mix Packaging - Concentrated tea mix is being created as a means of creating a non-alcoholic beverage or utilized in the creation of cocktails.
3. Boozy Bubble Teas - Asian tapioca bubble tea is being infused with alcohol to make delicious and adult versions of the popular Taiwanese milky drinks.
Industry Implications
1. Beverage Industry - The beverage industry can find new branding opportunities through the use of tea-based cocktails and tea-derived mixers and modifiers.
2. Alcohol Industry - The alcohol industry has the potential to explore new markets by creating healthier and more sophisticated cocktail options for health-conscious customers.
3. Tea Industry - The expansion of tea into the cocktail market can create new revenue streams and greater visibility for the tea industry, especially with creative branding such as colorful tea cocktails.
