Alcohol brands offer unlikely pairings to go along with their beverages
Trend - Alcohol brands are straying from traditional wine and cheese pairings, and are now offering unusual combinations that are likely to pique consumer interest. Whiskey and fragrance pairings are just one example of how brands are curating these unlikely alcohol-based experiences.
Insight - As a result of the ongoing pandemic, opportunities to consume alcohol in social settings has been limited. Young Millennial and older Gen Z in particular are more likely to consume alcohol when it's paired with some type of memorable experience--and alcohol brands are responding by creating unique experiences in consumers' homes.
Insight - As a result of the ongoing pandemic, opportunities to consume alcohol in social settings has been limited. Young Millennial and older Gen Z in particular are more likely to consume alcohol when it's paired with some type of memorable experience--and alcohol brands are responding by creating unique experiences in consumers' homes.
Workshop Question - How could your brand create more memorable experiences surrounding its product/service?
Trend Themes
1. Alcohol Pairings - Alcohol brands are creating unique, unconventional pairing experiences to keep consumers engaged and interested.
2. Home-based Experiences - Consumers are searching for memorable experiences that can be enjoyed at home in response to the limitations caused by the ongoing pandemic.
3. Food Pairing Kits - The popularity of pairing kits that offer a complete sensory experience, including food and drink items, is on the rise.
Industry Implications
1. Food and Beverage - Food and beverage companies can explore unique, unconventional pairing experiences to enhance consumer engagement and drive sales.
2. E-commerce - E-commerce companies can capitalize on the trend of home-based experiences by offering unique and memorable sensory kits that can be enjoyed at home.
3. Alcohol and Spirits - Companies in the alcohol and spirits industry can develop new and unique pairing experiences to attract consumers and keep them interested in their products.
