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Cookout Libation

Beverages are marketed around the experience of picnicking

Implications - With millennial consumers being drawn to low-cost experiences that can accommodate large groups easily, beverage brands are marketing products around the experience of summer picnicking. This shift speaks to the importance of ritual across age categories and highlights the opportunity for brands to build themselves into the experience of these rituals.
Workshop Question - What seasonal rituals important to your customers can you embed yourself in?
Trend Themes
1. Market to Millennial Consumers - Beverage brands are marketing products around the experience of summer picnicking - an illustration of the importance of ritual across age categories and highlights the opportunity for brands to build themselves into the experience of these rituals, for example, by making their products visually appealing for instagram posts.
2. Create Portable Products - Creating products that are easy to carry around, portable, and able to be used in public can elevate traditional picnics and appeal to the Millennial demographic, such as portable coolers that function as ice buckets, and slimline cans for beverages.
3. Combine Unique Factors - Combining different factors into one product can make it unique and stand out, such as combining the classic blanket pattern on wine bottles and the subtle flavors of sugar and Stevia on a refreshing beverage.
Industry Implications
1. Beverage Industry - Beverage brands can market their products around the experience of summer picnicking, and create visually appealing, portable, and shareable products, as well as unique combinations of factors to make their products stand out.
2. Luxury Industry - Luxury libation companies can release mini-bottles of champagne in multi-packs, positioned as a fun and youthful premium drink, and partner with renowned chefs and businesses to offer an authentic and unique experience for consumers.
3. Events Industry - Events companies can create themed picnics that appeal to different consumers, such as Picnic Week and Parisian-inspired experiences, and offer bespoke picnic services that aim to offer an authentic French-culinary experience in different spots.
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
6 Featured, 54 Examples:
318,675 Total Clicks
Date Range:
Jun 16 — Jun 17
Trending:
Warm
Consumer Insight Topics:

Featured Examples

Heritage Vodka Parisian Picnics
Heritage Vodka Parisian Picnics
The Grey Goose Sunset Soiree 2017 Series Kicked Off in Toronto
In order to create the ultimate Parisian-inspired experience for the brand’s annual Sunset Soiree event series, Grey Goose Canada partnered with renowned Franco-American chef Justin Kent, who... MORE
Cucumber Mint Lemonades
Cucumber Mint Lemonades
'7UP Lemon Lemon' is Sweetened with a Sugar-Stevia Blend
PepsiCo has recently released its new 7UP Lemon Lemon Sparkling Lemonade as the perfect summertime sipper. This refreshing beverage is sweetened with a blend of sugar and stevia to deliver a... MORE
Curated Picnic Baskets
Curated Picnic Baskets
These Picnic Hampers are Designed After Instagram's Filters
As part of its celebrations for Picnic Week, Mercure Hotels teamed up with Bompas & Parr to create a dynamic set of picnic hampers. Three ‘Pre-Instagrammed’ baskets were created... MORE
Champagne Six-Packs
Champagne Six-Packs
Moet & Chandon Released Mini-Bottles of Champagne in Multi-Packs
Luxury libation experts Moet & Chandon released a mini champagne six-pack of its classic ‘Imperial Brut.’ Following the launch of its champagne vending machine, Moet has created a... MORE
Picnic Cooler Packages
Picnic Cooler Packages
This Sangria Lolea Box Design Works as a Portable Ice Bucket
Rather than requiring consumers to have their own picnic cooler, this Sangría Lolea packaging design functions as an ice bucket that can be taken on the go. As well as serving as a handy way to... MORE
Gingham Wine Bottles
Gingham Wine Bottles
'Picnic Wine' Boasts Packaging That Resembles a Classic Blanket Pattern
‘Picnic Wine’ from Madrid, Spain is a new brand that focuses on freshness and playing up themes of al fresco dining. True to its name, Picnic uses the same style of pattern that can be... MORE

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