Alcohol brands adopt customization as a form of relationship-building
Implications - Understanding that hyper-personalization has become apart of consumers' daily lives, the alcohol industry is providing outlets for personal expression in their offerings. By building consumer preferences into services through big data, or inviting consumers to volunteer their own information, this approach creates a symbiotic relationship between brand and consumer. Rather than lessening the expertise of a company, it allows for a balance between best-practices of a product and the personal preferences of the consumer.
Workshop Question - How can you encourage collaboration with consumers to create a sense of personalization?
Trend Themes
1. Hyper-personalization - Businesses in the alcohol industry are providing outlets for personal expression by building consumer preferences into services through big data or inviting consumers to volunteer their own information.
2. Social Media Data Mining - Robotic bartenders are using social media data to create customized shots based on users' social media personalities.
3. Dna-based Customization - Meantime Brewing Company partnered with personalized genetics company 23andMe to create a one-of-a-kind beer that reflects the DNA taste profile of individual consumers.
Industry Implications
1. Alcohol Industry - Customized mixology is being adopted by the alcohol industry as a form of relationship-building with consumers.
2. Food and Beverage Services - Custom cocktail bars and mobile kitchens are offering customized drinks through creative means.
3. Gift and Luxury Goods - Mixology gift sets and limited-edition packages are introducing customized products into the luxury goods market.
8 Featured, 71 Examples:
338,822 Total Clicks
Date Range:
Jul 14 — Feb 17
Trending:
Warm
Consumer Insight Topics:
