Millennial socializing sees a shift towards experiential drinking
Implications - As experience-seekers, Millennials are incorporating this sense of excitement into their socializing, with drinking events becoming more adventurous. Excursions like bachelor parties and celebratory occasions are being upgraded to private cabins, interactive beverage tastings and multi-sensory experiences. This shift in participation-based party culture exemplifies the Millennial preference to invest time and even finances into creating memorable bonding moments.
Workshop Question - Knowing that Millennials are more inclined to engage with experience-based activities, what is your brand doing to align with this mentality?
Trend Themes
1. Experiential Drinking - Alcohol brands are upgrading traditional events by creating multi-sensory experiences that appeal to Millennials' preference for investing in creating memorable bonding moments.
2. Virtual Reality Tasting - Through captivating virtual reality tasting experiences, alcohol and beverage brands can engage all of the senses and tell an interesting story.
3. Interactive Pop-ups - Interactive pop-ups are a great way for alcohol brands to educate visitors about history, heritage and craftsmanship, while providing a high-quality sensory experience.
Industry Implications
1. Hospitality - Hospitality industry professionals can learn from the trend toward experiential drinking to create unique events and experiences for guests, resulting in increased customer loyalty.
2. Virtual Reality - Virtual reality industry professionals can take advantage of the VR tasting trend by developing similar experiences to showcase product offerings and tell their own unique stories.
3. Event Planning - Event planners can use the interactive pop-up trend to create brand activations that educate attendees about a company's history and mission, and create memorable experiences that stand out from the competition.
