Cocktails and mocktails become an area of self-education among consumers
Trend - There is a renewed interest in culinary arts in the TikTok era that also impacts the world of nightlife and drinking. A new era of cocktail fascination is emerging, with mixology treated as an area of interest among consumers. Mixology hobbyists are more interested in flavor combinations and sensorial experience than the simple act of drinking.
Insight - This repositioning of mixology speaks to members of Gen Z who consume less alcohol than their predecessors, but still enjoy the ritual of social drinking. It introduces a new avenue for consumers who lean more sober-curious. With more focus on the craft and alternative functions of cocktails or mocktails, this group can focus on exploring flavor and texture. To these consumers, this pursuit is more about self-expression and immersion into a new topic of interest than sheer consumption.
Insight - This repositioning of mixology speaks to members of Gen Z who consume less alcohol than their predecessors, but still enjoy the ritual of social drinking. It introduces a new avenue for consumers who lean more sober-curious. With more focus on the craft and alternative functions of cocktails or mocktails, this group can focus on exploring flavor and texture. To these consumers, this pursuit is more about self-expression and immersion into a new topic of interest than sheer consumption.
Workshop Question - How can we tap into the growing trend of self-education in mixology to enhance consumer engagement and brand loyalty?
Trend Themes
1. Sober-curious Lifestyle - An increasing number of consumers are exploring non-alcoholic beverages and experiences, leading to the rise of innovative sober-curious products.
2. Culinary Arts Meets Mixology - The blend of culinary techniques in mixology is creating unique, flavor-forward drinks that emphasize the sensory experience over mere consumption.
3. DIY Mixology Tools - Home mixology kits with innovative tools and ingredients empower enthusiasts to experiment and create professional-quality cocktails at home.
Industry Implications
1. Non-alcoholic Beverage Industry - This sector is expanding rapidly as more consumers seek out alternatives to traditional alcoholic drinks, driven by health-conscious and sober-curious trends.
2. Technology in Food and Beverage - Apps and platforms that offer personalized and interactive food and drink experiences are revolutionizing how consumers engage with culinary arts.
3. Home Entertainment and Lifestyle - Innovative home bar tools and kits are catering to the growing demand for creating premium cocktail experiences within the comfort of home.
