From moderation initiatives to breaking the taboo of teetotalism, the trend will gather further momentum, reach critical mass and enter the realms of a paradigm shift. Proving to be secular rather than cyclical it will incorporate an ever widening spectrum of lower alcohol and adult soft drinks finding relevance in equal non-intoxicating measures in mature markets from South Korean spirits to Western European beer and beyond. Smaller pack sizes and serving options, production advances allowing for more sophisticated and balanced products than first generation de-alcoholised offerings and synthetic prototypes focusing on compounds minimising alcohol toxicity while claiming functional benefits will all radically disrupt established positioning, occasions and legislative developments. The rise of cannabis as a healthier substitution alternative will only accelerate the shift. From integrated voice enabled devices allowing for seamless recommendations, shopping and educational initiatives to augmented reality labels and Near Field Communication technology transforming products into content hubs and digital touchpoints, the dawn of a brave new world is upon us. As the historic fetishisation of nostalgia —tinged offerings reaches saturation territory while losing relevance to the ever more important millennial demographic, alcoholic drinks will go back to the future. Spectrometry sensors, voice activated decanters, smart bottles and the rise of the internet of drinks will lead to further exploration of multisensory experiences, customisation functionality and new occasions.
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Opportunities in China’s Alcoholic Beverage Market
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NEW YORK— The beverageware market continues to be fueled by consumer preference for designs that perform well, particularly for temperature retention of cold drinks. Stainless steel vacuum insulation continues to trend. However, the technology has expanded beyond use for keeping water cold and coffee hot. Vendors are focusing on vessels that can serve multiple purposes, including designs that can serve and transport adult beverages, such as white wine and frozen cocktails, and keep them cold on the go, mixing a fun element along with the function. While the benefits of stainless steel vacuum insulation can be used for hot applications as well as cold, consumers are gaining an appreciation for keeping beverages colder for longer.
The 4 Keys of Marketing Alcoholic Beverages to Millennials
Millennials are the youngest legal drinkers in the United States and are not shy about sharing their alcoholic preferences. In order to better understand US adult drinkers, we created five distinct orbits based on research conducted by Consumer Orbit, an analytics and media-planning agency based out of Kansas City. Below is a detailed outline of five lessons we have learned from millennial inspired trends that are impacting the adult beverage category:.
Why it matters : Millennials are a crucial sector of the U.. Millennials are an elusive segment of the population. Millennials include people born between and , which results in a wide range of ages, values, and interests. Perhaps the two most distinctive features of Millennials are 1 their ability to adapt easily to new technologies and their broad interest in using them , and 2 they like the values of a product to coincide with their own. This means that Millennials are more likely to consume a product that supports a cause they believe in.