Ciders are positioned as upscale to accommodate flavor-focused foodies
Implications - Prior to the foodie movement, low-alcohol beverages such as ciders were perceived as low-quality. Now that flavor equates to status, cider has been elevated as a higher end product than beer or mixers. This is achieved through branding, sophisticated flavoring, and targeted marketing toward foodies.
Workshop Question - Who is the status-seeker of your consumer segment and what features convey status to them?
Trend Themes
1. Upscale Fruit Cider Branding - Packaging refreshes and redesigned branding solidify the lineup of libations as being premium in nature and more upscale than other ciders in the market.
2. Fizzed Fruit Ciders - Fruit ciders with a vodka base and tropical notes offer consumers pre-made cocktails in a refreshing and boozy beverage, creating a new category in the cider market.
3. Summery Cider Branding - Eye-catching packaging with designs haphazardly placed aimed at capturing the attention of people looking for the perfect summer drink.
Industry Implications
1. Alcohol - Branding refreshes and product redesigns focus on attracting younger consumers with a desire for sophisticated flavors and branding that looks great on social media.
2. Design - Fruit cider branding campaigns inspired by modern European design styles emphasize minimalist yet engaging graphics and imagery.
3. Food - Cider has been positioned as a higher-end product than beer or mixers, due to its targeted marketing towards foodies, and catering to consumers who are looking for refreshing yet flavorful alternatives to beer or wine.
