Alcohol brands launch artist-centric events to attract a more diverse audience
Trend - As a marketing tactic, alcohol brands are partnering with musicians and artists for special events. These tend to be either one-off collaborations or part of a series. The activations are often open bar and have the potential to draw a younger crowd who is looking for events that encourage creativity.
Insight - Millenial and Gen Z crowds demand one-of-a-kind experiences from brands as their consumption habits favor authenticity and transparency more so than previous generations. Often, these expectations are not unreasonable and can be seamlessly integrated into the experience of the product itself. These changes stem from a rising consumer desire to be connected to culture and creativity while engaging with brand experiences.
Insight - Millenial and Gen Z crowds demand one-of-a-kind experiences from brands as their consumption habits favor authenticity and transparency more so than previous generations. Often, these expectations are not unreasonable and can be seamlessly integrated into the experience of the product itself. These changes stem from a rising consumer desire to be connected to culture and creativity while engaging with brand experiences.
Workshop Question - What kind of activation can strengthen the consumer perception of your brand?
Trend Themes
1. Brand-partnerships with Artists and Musicians - Alcohol brands are collaborating with musicians and artists for special events and exhibits to attract a younger and more creative audience.
2. Experiential Marketing Campaigns - Alcohol brands are hosting interactive events to sell an experience rather than just a product, such as house parties and live-music events.
3. Targeted Marketing Tactics - Alcohol brands are identifying specific consumer demographics, such as millennial and gen x music fans, and creating targeted marketing campaigns to reach them.
Industry Implications
1. Alcohol - Traditional and artisanal alcohol brands are constantly looking for new ways to capture the attention of consumers with unique events and marketing tactics.
2. Music - As a marketing tool, music is being used to attract a younger and more diverse audience to alcohol brands through interactive events and exhibits.
3. Experiential Marketing - Alcohol brands are pioneers of experiential marketing campaigns, offering unique and interactive experiences to consumers, such as private parties and live-music events.
4 Featured, 35 Examples:
68,197 Total Clicks
Date Range:
Jun 18 — Dec 19
Trending:
Warm
Consumer Insight Topics:
