Brands infuse red wine flavors and benefits into their beverages and goods
Trend - Brands are taking inspiration from the flavors and natural antioxidant ingredients that red wine contains, and are offering everything from waters to raisins that are inspired by or infused with the beverage.
Insight - “Foodie” consumers require multiple benefits—apart from flavor—from the foods they choose to purchase. Health benefits are a key component of this search—particularly when they’re offered in hybrid formats that appeal to the experimentation-based proclivities that passionate foodies have.
Insight - “Foodie” consumers require multiple benefits—apart from flavor—from the foods they choose to purchase. Health benefits are a key component of this search—particularly when they’re offered in hybrid formats that appeal to the experimentation-based proclivities that passionate foodies have.
Workshop Question - Consider a product in your industry that your brand could take inspiration from.
Trend Themes
1. Functional Infused Beverages - Brands are offering functional infused beverages that provide health benefits apart from pleasing flavors, to cater to the discerning consumers.
2. Waste-repurposing Beverages - Brands are repurposing wine grape residue and waste to create new products, which give a unique and sustainable twist to traditional wine products.
3. Alcohol-free Wine-inspired Beverages - With increasing demand for alcohol-free alternatives, a new category of wine-inspired enriched water and sparkling drinks is emerging.
Industry Implications
1. Functional Beverages - The functional beverages industry can capitalize on the trend of offering infused drinks that offer multiple benefits while appealing to experimental foodies.
2. Sustainable Products - The sustainable products industry can refer to the trend of repurposing wine residues to create wine-inspired products that appeal to environmentally-conscious consumers.
3. Alcohol-free Drinks - The alcohol-free drinks and lifestyle industry can tap into the trend of creating wine-inspired water and other drinks that offer health benefits similar to that of wine, without the alcohol.
