Alcohol

Crayon Works
Insights and trends that will shapes
our lives
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Hello Kitty launches flavored beer in Asia
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RESLATEDECTORSRELEVANTTRENDS
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Source: http://www.nydailynews.com/life-style/eats/kitty-beer-asia-article-1.1459641
From clothing and accessories to cupcakes and sweets, Hello Kitty has branded
taken the world by storm. But now the little cartoon cat with the pink bow is lending
its name to a most unlikely new product - beer.
The beer is low alcohol - each 70p can contains 2.3 to 2.8 per cent alcohol - about
half that of regular beer. The sweet, low-alcohol beverage is aimed at women
across Asia, the majority of whom do not drink alcohol, let alone beer. The beer
comes in four flavours including peach, lemon-lime, passion fruit and banana.
The market that Hello Kitty intends to tap looks like a viable one – marketing
alcoholic beverages to women who do not drink is a large section of the society
and an untapped one.
• Changing Meaning of Luxury
• Have it all Society

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Craft beer goes premium in London
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Source: http://www.bloomberg.com/news/2013-08-12/london-s-crafty-microbreweries-invade-posh-restaurants.html
The microbrew has swiftly moved from an object of obsession for beer nerds to a
fine way to boost the margin of a multi-course meal.
London restaurateurs are running with the concept, pairing distinct beers with their
signature dishes for an arguably more memorable experience.
This is a perfect setting for craft beer -- it‘s a classic luxury market setup: small,
quality-focused volumes sold at premium prices.
• Experience Economy
• Healthy Hedonism

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Golf themed craft beer
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Source: http://triplebogeybeer.com/
Triple Bogey Brewing & Golf Company is the newest addition to Ontario's growing
craft beer market. Founded by Geoff Tait, the former head of a golf apparel
company, Triple Bogey aims to be the first ever beer targeted directly at the one
game for which beer is practically an official requirement.
The brand will feature local beers all made in Toronto, including the appropriately
named "Triple Bogey Lager.‖ Aside from the province's golf courses, Tait intends to
market the 5% ABV Triple Bogey Lager to sports bars, restaurants, patios, and
presumably the couches of people watching golf at home, given his plans to list the
beer in the LCBO.
This is a great marketing strategy to target a game that physically insists upon
heavy drinking.

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Just brew it!
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Source: http://portcityrunningtours.com/
Beer tends to be paired with burgers, not bicycles. But around the USA, a new
recipe in tourism mixes craft beer tastings with cycling, running and rafting.
John Stevens launched Port City Running Tours in his hometown of Portland,
Maine, in 2012 and now offers 3-mile jogs on Saturdays with samplings at three
breweries.
This is a great way to get craft beer lovers together with the added bonus of
promoting that it‘s healthy. Is there a better reward for exercise than beer?

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Avocado ale makes its debut
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Source: http://www.shape.com/blogs/shape-your-life/new-avocado-ale-sounds-best-beer-ever
Dieter Forstner, the brewmaster for the Los Angeles-based Angel City Brewery has
created an ―Avocado Ale‖.
The ale uses Californian avocados along with cilantro and a few other guacamole-
themed ingredients to create a uniquely Californian beer.
Although this is a rare combination, this gives a new twist to the hybrid beers which
are mostly beers induced with other spirits while also making it look a little healthy
with the inclusion of healthy ingredients.

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Cooks County starts craft beer dinner series
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Source: http://www.cookscountyrestaurant.com/Site/Home.html
A brewery dinner series put on by Cooks County has officially brought Los Angeles'
newfound craft beer love into a foodie world usually reserved for wine lists and
farmers market products.
Every Tuesday night through the end of September, Cooks County chef Daniel
Mattern and pastry chef Roxana Jullapat will host a four- to five-course prix fixe
menu in their typical style, borne out of a collaboration with a local brewery and its
favourite beers. Dubbed the California Craft Beer & Food Festival, it might be the
first project of its kind to be undertaken by this new breed of L.A. restaurant that
puts ingredients first.
Building on the craft beer phenomenon that has eclipsed L.A, it also gives the
diners a connection to what they consume.

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Crowdfunding meets craft beer
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Source: https://crowdbrewed.com/
A few weeks ago, the first-ever crowdfunding site for craft beer entrepreneurs
made its debut with CrowdBrewed.
Travis Benoit launched CrowdBrewed , which enables craft beer brewers to raise
money through crowdfunding — people can pool their money to donate on a
smaller scale and through equity funding, in which accredited investors can give
money in exchange for ownership in the start-up.CrowdBrewed expects to fund
approximately five campaigns and equity fund two campaigns on a monthly basis.
They also help in expanding social media platforms.
Crowdsourcing lends itself perfectly to a niche market like craft beer and helps
build the craft beer market perfectly.

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Oregon beer puts on a sour face
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Source: http://www.cascadebrewing.com/
Cascade Brewing Company, based in Oregon have deviated away from the hoppy
and big ales by going sour.
To break out of the rut and normalcy, the creators looked around their local areas
and found wine barrels and fruit which then gave birth to sour style beers.
Besides giving the brewery an edge in the bustling beer market, it also brings out a
new category within beers – one that has been ignored for long.

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Brewery launches the ‘Crowd Craft’ project
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Source: https://www.facebook.com/SamuelAdams?sk=wall&filter=2
Samuel Adams invites fans to choose the different aspects of a new brew with
"Crowd Craft" app.
Beer drinkers will be able to weigh in on the colour, clarity, body, malt (sweetness),
hops (bitterness) and yeast (finish/ complex flavours) of the new brew. After this
date, Samuel Adams will use the favourites from each category to develop the
recipe for the crowdsourced beer.
This gives a great chance for drinkers to customise their drink and try and win this.
It also gives the brewery a chance to learn about what their consumers like in
particular while also bringing out unique flavours.

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BrewDog collaborates with Oskar Blues
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Source: http://www.brewdog.com/
Scottish brewer Brewdog has announced that it will be collaborating with Colorado
craft brewer, Oskar Blues, on a new beer.
The notorious ―punk‖ operation described itself as ―super psyched‖ to be partnering
with the US brewer, famous for beers such as Dale‘s Pale Ale and Ten Fidy. News
of the collaboration came alongside the announcement that Brewdog will be
hosting a series of ―meet the brewer‖ sessions across the UK next week.
With the growing popularity of craft beers and the foothold that BrewDog has in this
category, they are increasing their presence not just around the world but also in
the UK.

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BrewDog seeks international success
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Source: http://www.brewdog.com/
The Aberdeenshire company, which makes craft beers including Punk IPA and
Trashy Blonde is to open bars in Stockholm in Sweden and São Paulo in Brazil and
potentially two other locations.
BrewDog‘s bars offer more choice of beers from a selection of brewers from around
the world alongside its own beers, which it claims pack more flavour than mass-
produced rivals. It tries to employ knowledgeable staff and holds tasting sessions
where drinkers can learn about the process of brewing.
BrewDog were the ones to kickstart this in the UK and now they are expanding
which shows the growing demand for craft beer around the world.

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Australian brewery revives 300 year old beer
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Source: http://www.themalaymailonline.com/eat-drink/article/austrian-brewer-revives-300-year-old-beer
A family-owned brewery in Austria is offering beer-lovers a step back in time after
recreating a 300-year-old beer recipe found in local archives.
The recipe came from ingredients that were listed on an invoice for the nearby
Neuhaus castle, which dated back to 1720. The owner used small crops of emmer
and malting barley that were grown from ancient seed varieties preserved by
agricultural historians.The new beer only breaks with tradition by using an old-style
French yeast, which was taken from a rural brewery.
Viewed as authentic, premium beer, it is now growing in popularity at festivals and
events, where it is sold widely.
• Authentiseeking

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‘Just add water’ beer set for launch
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Source: http://www.patsbcb.com/
A Canadian brewer is preparing to launch a beer concentrate, that will become a
normal ale when you add water and carbonate.
Pat‘s Backcountry Beverages is planning to launch the beer concentrate in the US
and Canada in September and is hopeful that the UK and Europe will follow soon.
Pat‘s has created a ―nearly waterless beer concentrate that contains all the great
flavour, alcohol, and aroma of a premium quality micro brew.‖ The beer concentrate
is made using ―hybrid brewing technology‖, which creates a highly concentrated
beer with a percentage similar to that of vodka or whisky. But when water and
carbonation is added ―it becomes good old beer‖.
This offers convenience for those who don‘t wish to carry bottles of beer around.
Could this be the next big thing?

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Havana Club sweetens up recipe
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Source: http://www.havana-club.com/
Havana Club has given its Añejo Especial expression a major makeover with a
sweeter recipe designed to improve the rum‘s appeal as a cocktail base and attract
new consumers into the category.
White, young oak barrels are used to mature the various rum bases prior to
blending. By accentuating the finished product‘s vanilla and caramel flavours in this
way, this is an ideal base for Cuban cocktails, particularly the Cuba Libre.
This can also win over fans of other spirits, in particular whisky drinkers who are
looking for something new.

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Vending machine gives free beer
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Source: http://www.amstel.com/?s_locale=en_BG
If you can't take a break on your own, 'Amstel Pause' encourages you to rest for 3
minutes.
To persuade people to steal away, Amstel Bulgaria and creative agency Next-DC
created ‗Amstel Pause‘, a vending machine rewarding people with free beer for
doing nothing.
This is a great way to reinforce that beer is a drink that should be had while
relaxing and free beer only attracts more customers, making the brand more
popular with them.

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Wines for Dummies
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Source: http://www.winesfordummies.com/verify.php
Wines For Dummies takes the pressure and anxiety out of choosing a perfect
bottle to go with a meal.
Unlike the book of a similar name, this is actually a range of wines that you can buy
and drink, catered specifically for those who don‘t consider themselves ―wine
snobs.‖ Wines For Dummies offers suggestions on what pairs well with each bottle
on the back of the label. Or, if diners are looking for a certain flavour, the labels
offer a very clear and basic explanation of what to expect inside the bottle. Each
bottle of wine in the range includes a phonetic pronunciation guide on the front
label.
This is a great way to save time and embarrassment for those who do not know
much about wine while also teaching them what they need to know.

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Vodka packaging evokes flavour
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Source: http://www.absolut.com/uk
Absolut Vodka has redesigned its packaging for eleven flavored vodkas to with
artistic interpretation of the main ingredients.
Artists reinterpreted the fruit using traditional art methods – paintbrush and paint,
pen and paper - instead of a computer, which is the most prolific tool used in
design these days. The result is designs that have a painterly, hand-crafted effect,
giving them a sense of individuality and uniqueness.
Instead of going for the usual ‗image of the fruit‘ on the bottle, Absolut has taken a
different approach and gone the abstract route. Besides making the packaging look
premium in nature, it will now hit the senses of the drinker.

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Bar lets customers add creations to the menu
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Source: http://logbar.jp/en/
Tokyo‘s Logbar uses iPads to enable its patrons to make their own concoctions and
add them to the menu for other guests to buy.
Each customer is handed an iPad Mini upon entering Logbar and is required to
create an account and fill out their personal profile before they can use the device.
When they do, they can access the bar‘s drinks menu, place an order and take
advantage of a number of social features, such as liking and sharing their favourite
cocktails and chatting with friends and other guests. Each account holder gets a
news feed which logs their recent orders, shows them what other people in the bar
are drinking and offers recommendations based on their choices. They can order
the creation, name it and add it to the menu for anyone else to try. Creators receive
JPY 50 whenever someone else orders their creation.
Alcohols brands have slowly started buying into this buy supplying the bar with their
brands to see how customers use their products. This is a great way to learn what
the consumer likes while giving them a chance to make money while they drink,
which is rare. The venue now plans to go global with this concept with a London
bar in the works.

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Heineken sends passengers to unknown locations
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Source: http://crayonworks.tumblr.com/post/56145930623/heineken-sends-passengers-to-unknown-locations
As part of Heineken‗s global ‗Voyage‘ campaign, the Departure Roulette
experiment invited travellers in Terminal 8 at JFK Airport to change their scheduled
destinations and board a plane to an unknown place.
Travellers aged 25 or older were given the opportunity to go to an adventurous
location by simply pushing a button on a display in the terminal. However, they had
to be willing to drop their existing travel plans and immediately board the plane to
the unknown. The inspiration for ‗Departure Roulette‘ is ‗Dropped‘, a series of
episodic adventures that involves Heineken sending four men to remote
destinations around the world and filming their experience and the challenges they
face along the way. These episodes will launch via Heineken.com and YouTube on
July 22nd. Heineken has also debuted a new TV commercial called ‗The Voyage‘.
This is yet another innovative campaign from Heineken, who are on top of the
industry when it comes to innovative marketing that engages consumers.

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Headset lets drinkers fill glass with their thoughts
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Source: http://crayonworks.tumblr.com/post/56146179256/headset-lets-drinkers-fill-beer-glass-with-their
You can use your mind for all sorts of useful things, from problem solving, to
positive thinking. But now you can use it for something a lot more tangible –
pouring a perfect draught beer.
Using only your mind, The Extra Cold Mind Reader challenges you to keep your
mind cool, even when presented with images of extreme heat and other
distractions. The unique sensory experience also makes use of interactive lighting,
cold air effects, rich immersive visuals and sound to really challenge the user. The
longer you are able to keep your mind focused on something cold, the more ice
cold beer you are rewarded with. Designed by Hellocomputer, and built by
Thingking, the mind reader uses an EEG headset to measure spontaneous brain
activity over a short period of time along the scalp. The device also picks up on
conscious thought, emotion and facial expressions, all of which it uses to control
the experience.
Here‘s an innovative gadget to make beer lovers drink more beer to test out their
skills – great for the customer and the seller.

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Chinese brand discounting heavily to increase sales
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Source: http://crayonworks.tumblr.com/post/56146712776/baiju-brands-resort-to-deep-discounting
Baiju producers have resorted to aggressive discounting in China to maintain sales
volumes as consumers switch to beer and wine over the summer months.
But this year the Baijiu industry is being hit particularly hard due to a combination of
factors, and producers such as Mao Tai, Wu Liang Ye, and Lang Jiu have resorted
to unprecedented price-cutting to try and retain their customers. Online retailers
have also taken to slashing the prices of their Baijiu, with one online retailer, Jiu
Xian, offering an average discount of 60% off Baijiu brands such as Mao Tai, Wu
Liang Ye, and Lang Jiu.
With a huge dip in the prices, will this revive Baiju?
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Winery promotes wine popsicles to survive the weather
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Source: http://crayonworks.tumblr.com/post/56147251370/winery-promotes-wine-flavoured-popsicles
New Zealand winery Kim Crawford has come up with one way to stay cool as
temperatures spiral – iced-wine-lollies.
The winery has released recipes for frozen Sauvignon Blanc and Pinot Noir lollies
which help keep the wine‘s flavour profile more or less intact. The Pinot Noir recipe
requires 1.5 pounds of ripe blackberries, four ounces of dark cane sugar, four fluid
ounces of water and six to eight fluid ounces of Pinot Noir.
The blackberries give the natural fruit flavour with the wine giving the taste if wine.
A great solution to beat the heat and enjoy wine!
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The Dalmore joins forces with Harrods
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Source: http://crayonworks.tumblr.com/post/56142152261/harrods-partners-with-the-dalmore-for-luxury-whiskies
The Dalmore has joined forces with Harrods to offer a one-off collection of rare
whiskies worth nearly £1 million for the UK luxury retailer‘s newly refurbished Fine
Spirits Room.
Priced at £987,500, The Dalmore Paterson Collection consists of 12 bottles,
selected by Richard Paterson, master distiller of The Dalmore, and Nick Fleming,
wine & spirits buyer for Harrods. Dating from 1926 to the 1990s, each of the
whiskies have been named by Paterson in honour of the people who have inspired
him during his career. The collection is accompanied by a hand-written, calf-skin
ledger of more than 200 pages, which documents every step that went into this
selection. Each of the 12 whiskies is housed in a hand-made, lead crystal
Glencairn decanter, with silver engraving by luxury jeweler Hamilton & Inches. The
collection is presented in a wooden cabinet, specially designed by cabinet-maker
Gavin Robertson in a 700 hour project.
With an increase in luxury tourism, the growth for luxury spirits has also increased.
The Dalmore is taking it to new heights.

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NFC charged beer keg automatically charges customers and
pours beer
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Source: http://crayonworks.tumblr.com/post/56142299771/nfc-activated-tap-system-to-allow-for-unmanned-beer
Robokeg is a robotic beer dispenser that offers drink recommendations and
automatically charges the user.
The team behind the device want to help event organizers and hospitality
companies to avoid lengthy queues for the bar through an automated system.
Attendees are first required to show proof of age and their credit card number,
which is loaded onto an NFC wristband. The beer tap features a built-in computer
that uses the weather and type of event to recommend one of the beverages
available, although users can make their own choice. When they‘ve decided, they
simply swipe their wristband on the NFC reader, which automatically charges their
card and begins pouring their drink. A bill is sent to them via SMS and – as an
optional extra – the order can be tweeted from the user‘s Twitter account to let their
friends know what – and how much – they‘re drinking.
Besides helping eliminate queues at events, the machine could also keep track of
those who have had too much to drink.

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Instant apéritif service aims to deliver in 45 mins
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Source: http://crayonworks.tumblr.com/post/56142722078/instant-aperitif-service-aims-to-deliver-in-45-mins
L‘appero is an on-demand apéritif delivery service in Paris that promises customers
a wait of no more than 45 minutes.
Users can download the L‘appero app from both the App Store and Google Play,
which enables them to select the items they want delivered. L‘appero currently
offers a choice of two boxes. La Box is suitable for two to four people and includes
cured ham, Ossau-Iraty cheese, tapenades, olives, bread and a bottle of wine or
water for EUR 30. La Box Moustache on the other hand is for one to two people
and includes a bottle of beer, chips and Mimolette cheese for EUR 15. The
customer‘s location is tracked via GPS and payments are made through their
smartphone. L‘appero uses bicycle couriers to quickly get the boxes to customers,
wherever they are, within 45 minutes.
L‘appero has seen a gap in the market for localised goods and service to be
delivered in a convenient timeframe and is aiming to close this gap in the market.
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Coca -Cola flavoured wine to be released
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Source: http://crayonworks.tumblr.com/post/56144874495/coca-cola-flavoured-to-be-wine-released
Hausmann Famille, a branch of the French winemaker Châteaux en Bordeaux is
trying to claw back some of wine‘s former popularity in France by introducing Cola-
flavoured wine to interest younger generations.
Rouge Sucette – meaning Red Lollipop in French –is a bottle of red that is made
up of 75% wine, 25% sugar, water and cola mix. It is roughly 9 percent ABV and is
best served straight out of the fridge. The bottle is also packaged with bright
colours and is constantly updated, to ensure that it is visually pleasing to the
younger generation.
Whether or not this sweetened introduction to the world of wine will act as a bridge
to more refined tastes and more expensive products is still a question.
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DIY kit transforms beer bottles into art
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Source: http://crayonworks.tumblr.com/post/55004892147/diy-kit-transforms-beer-bottles-into-art
Beer brand have now Skol come out with a line of aluminum beer bottles and each
bottle comes with its own limited edition kit that turns the empty bottle into
commonplace household objects like a lamp, clock, vase, candleholder, or oil and
vinegar set.
The Skol Design kits allows anyone to tap into their inner creative and make their
own designer household accents. The limited edition design kits will be available in
home decor stores and the finished products will also be featured on home
catalogs and will be on display on model apartments around Sao Paolo, Brazil.
By bringing out limited edition items and finding a new way to upcycle beer bottles,
Skol can be an inspiration to many beverage companies.

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Coffee beer launches in Japan
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Source: http://crayonworks.tumblr.com/post/55004747953/coffee-beer-mash-up-in-japan
Anchor Coffee, a coffee business in a small Japanese city called Kessenuma, and
Sekinoichi, a sake and beer brewery in the city of Ichinoseki, have come together
to create a unique beverage for lovers of coffee and beer.
Coffee Beer is the result of adding coffee beans during the brewing process of
beer. The bitterness and the aroma of the coffee beans give the ale a unique deep
taste. To save on costs, Nendo, who designed the bottles, decided to use existing
bottles and cover them with small coffee bean-shaped labels. All proceeds of the
drink will go to tsunami hit towns in the country.
Tapping into the love for beer and coffee and also contributing to a good cause, this
is a new and innovative way to build a great product and brand.

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Mumford and Sons launch festival beer
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Source: http://crayonworks.tumblr.com/post/55076692113/mumford-and-sons-help-create-draft-beer
Folk band Mumford and Sons have helped create a limited edition beer for the
Lewes summer festival they are headlining in August 2013.
The band partnered with local brewery Harvey‘s to produce the beer, named Lewes
Stopover Brew, a 4% ―soft golden ale‖ made with Fuggle and Golding hops. Only
10 nine-gallon barrels – or 700 pints – have been made for the two day festival,
which will also see bands such as The Vaccines, Mystery Jets and Johnny Flynn
descend on the Sussex town. The band happened upon the brewery while
planning the Lewes leg of their ―Gentlemen of the Road‖ tour. They returned
recently to help create the beer, putting in the hops and mashing it down.
With a big fan base in the UK, festival goers will surely rush to get their hands on
this limited edition beer.
• The Cult of Celebrity
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Gourmet food vending machine sells champagne
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Source: http://crayonworks.tumblr.com/post/55076792652/gourmet-food-vending-machine-sells-champagne
A gourmet vending machine in Berlin offers high-end, prepared foods and gift
packages, which are available 24/7.
The unit has ten levels of small packaged gifts and foodstuff, which customers can
browse and buy around the clock, with prices ranging from €2-€20. There are over
sixty products inside, such as Dutch stroopwafles, pralines, chocolates, flavored
salts and pint-sized bottles of champagne, which has been their latest addition.
Delicatessen Floris Feinkost launched the machine, where customers can go any
day of the week and use their debit card to purchase a range of items.
The vending machine, which is freshly refilled every day, is a great place to grab
some gourmet food or a unique gift package when you‘re on-the-go.
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Beer fridge opens only by scanning Canadian passport
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• Alcohol
Source: http://crayonworks.tumblr.com/post/54348174864/beer-fridge-opens-only-with-canadian-passport
Beer company Molson Canadian launched a campaign created by agency Rethink
aimed at restoring Canadian pride. They placed a stocked beer fridge in areas
across Europe, including Canterbury, the white cliffs of Dover, London, Northern
France, Cassel, Brussels, and rural Belgium.
The red fridge had the text ―Canadians scan your passport to open fridge‖ on the
front, above a slot for inserting a passport to be scanned. The door would only
unlock and allow people to sample the Molson beer inside if someone scanned
their Canadian passport.
Giving national pride a boost and making Canadians popular everywhere, Molson
certainly hit the nail on its head with this!
• Authentiseeking
• Changing meaning of Luxury

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Liberty expands English sparkling range
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Source: http://crayonworks.tumblr.com/post/54350856012/liberty-expands-english-sparkling-range
Liberty Wines has augmented its English sparkling offering with the addition of
Hampshire‘s Hattingley Valley.
The producer will join Nyetimber and Coates & Seely in Liberty Wine‘s English
sparkling portfolio as well as English still wine maker Stopham Estate. Hattingley
Valley currently has 10 partner vineyards in Hampshire and over 35,000 of its own
vines on an 11-hectare vineyard planted primarily with Chardonnay, Pinot Noir and
Pinot Meunier. The 2010 Classic Cuvée, the estate‘s first release, was made by
winemaker Emma Rice and is a blend of these three varieties.
By adding to their existing portfolio of exclusive wines, the company is looking to
boost their reputation within luxury wines.
• Have it all society

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Wine travel guide lets enthusiasts to customize and book holidays
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Source: http://crayonworks.tumblr.com/post/54002724633/wine-travel-guide-enables-enthusiasts-to-customize-and
UK-based Winerist aims to help lovers of the drink to find and book hotels and
holiday packages in the world‘s wine-producing regions.
Visitors to the site first begin by choosing the country they would like to visit, with
help from guides to each region and its wine. Winerist then recommends
accommodation in the area which caters to enthusiasts, working with independent
boutiques and hotels to provide discounts. Tourists can then find wineries, wine
tours and cooking courses which complement the kind of wine available in the
region. Customers can book their holiday entirely through Winerist. In addition to
this, Winerist also acts like as a comprehensive guide to wine travel.
Catering to those who need a niche holiday while also getting experts on board –
one for many industries?
• Authentiseeking
• Changing meaning of Luxury

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Beer bottle labels stop drink driving through free rides home
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• Alcohol
Source: http://crayonworks.tumblr.com/post/54002941087/beer-bottle-labels-stop-drink-driving-through-free
Stiegl is now replacing the traditional label on bottles with a free public
transportation ticket.
Developed by design firm Demner, Merlicek & Bergmann, the concept was
implemented in Salzburg, Austria, at Christmas time – when people are more likely
to be in the party spirit and drinking a bit more than usual. Rather than the typical
label wrapped around its seven percent Bock beer bottles, Stiegl attached a ticket
for use on the city‘s public transport systems. The idea was that consumers would
be encouraged to take a safe journey home instead of getting behind the wheel.
Besides saving lives, it gives Stiegl a socially responsible image, which is
necessary for most brands.
• Surveillance society
• Culture of Immediacy

Trend Manifestation
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Nyetimber adds a playful twist to rosé launch
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x
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• Alcohol
Source: http://crayonworks.tumblr.com/post/53202796737/nyetimber-adds-a-playful-twist-to-rose-launch
English sparkling wine producer Nyetimber is marking the launch of its 2009 rosé
with the creation of bespoke garden skittle sets that celebrate aspects of British
heritage.
Available exclusively through luxury department store Fortnum & Mason, just 50 of
the beech-carved skittle sets have been created, priced at £250 each. The sets
have been made from beech and feature nine different designs: The Secret Agent,
The Master of Fox Hounds, The Racing Car Driver, The Chef, The Punk, The
Welsh Guardsmen, The Cricketer, The Highlander and The Judge.
Capitalizing on the age-old English love affair with lawn games, Nyetimber now
have the perfect collection to fit with their image.

Trend Manifestation
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Stella Artois release a weather controlled ad
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x
• Alcohol
Source: http://crayonworks.tumblr.com/post/53202894037/stella-artois-release-a-weather-controlled-ad
The latest UK ad campaign of drink brand Stella Artois Cidre consists of ads that
will only appear when there‘s a 2-degree rise in temperature above the national
average.
The weather-activated ad campaign works on a scheduling system connected to
digital out-of-home ad spaces. The ads turns on and off based on real-time
readings from a weather data plug-in. That means the ads will only show in warm
weather in that particular location and won‘t appear in areas with lower temperature
or rainy weather.
Depending on the success of this campaign, Anheuser –Busch InBev plans to
launch this to their other brands like Beck‘s and Budweiser. Have they struck gold
with this campaign?
• Retail
• The Changing Meaning of Luxury

Trend Manifestation
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Quality bourbon in a week
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x
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• Alcohol
Source: http://crayonworks.tumblr.com/post/52293476494/quality-bourbon-in-a-week
The traditional aging process of bourbon whiskey includes storing the distilled spirit
in oak barrels and leaving them to age for several years. Cleveland Whiskey owner
Tom Lix scratched that method and developed a proprietary aging process that
only takes about a week.
The spirit is placed in a standard whiskey barrel for the first six months before
being transferred into stainless steel tanks. The barrel that was used is cut up and
placed into the tank with the spirit. The spirit undergoes a series of pressure
differences which squeezes the liquid in and out of the wood pores. Once the spirit
is inside the tank, it only takes a week before the whiskey is ready.
With this new innovation, the distiller produces 1000 bottles on a weekly basis.
Surely, a new method for all alcohol brands to capitalise on.

Trend Manifestation
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Heineken challenges creatives to sell beer to their seniors
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• Alcohol
Source: http://crayonworks.tumblr.com/post/52293554658/heineken-challenges-creatives-to-sell-beer-to-their
Heineken is challenging people to develop ideas on how to reinvent the beer
drinking experience for the 60+ drinker. This demographic is largely neglected by
major brands and Heineken is addressing this issue head on by setting up its
crowdsourcing platform, IdeasBrewery.com, to gather ideas on how to cater for this
generation of consumers.
To enter, one can go to IdeasBrewery.com to take on the challenge to recreate the
beer, the packaging and the service to better fit the lifestyles and needs of the 60+
generation. Once the entry is submitted, there is a public vote to find out which
ones get to the final. The finalists will then attend the final, a two-day workshop in
Amsterdam where three teams will have the chance to win a share of the $10,000
cash prize.
This is not the first time Heineken is getting involved with their customers –
crowdsourcing seems to be what they are known for and is becoming a favoutire
brand for many.
• Retail
• Crowdsourcing

Trend Manifestation
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Group aims to rediscover French wine
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x
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• Alcohol
Source: http://crayonworks.tumblr.com/post/51794411075/road-trippers-aim-to-rediscover-french-winel
As part of the French Wines with Style campaign six wine enthusiasts from
Germany, Belgium, Denmark, the Netherlands, the UK and Russia are have
embarked on a journey across France..
The six participants are using the road trip to ―rediscover French wines.‖
Using the hashtag ―Frenchwinetrip‖ the group are taking Twitter users with them on
their road trip. The road trippers also have access to a specialist audio-visual team,
who will help them produce articles, photos and videos which will published online,
in blogs and on social networks.
With the commercialisation of French wine, the group aims to go to the depths of
finding and publicizing originality.
• Authentiseeking

Trend Manifestation
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Russian Standard targets music festivals
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• Alcohol
Source: http://crayonworks.tumblr.com/post/52057173937/russian-standard-targets-festival-season
Russian Standard Vodka is launching a ―sea change‖ in its marketing strategy with
a major presence at several UK music festivals this summer.
This initiative forms the first part of a 12 month, multimillion pound programme of
activities targeted at a ―millennial audience‖ and crossing areas including music,
arts, science, film, theatre and fashion.
By targeting the most popular hangouts for their target group, Russian Standard
are looking to increase their presence among the youth.
• Retail
• Faberge syndrome
• The Cult of Celebrity

Trend Manifestation
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Diageo taps bartenders to create luxury alcohol
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x
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• Alcohol
Source:
Diageo is opening its innovation centre to a group of bartenders, who are
competing to create a new spirit to be sold in Western Europe as part of their luxury
brands.
The company received more than two hundred ideas from bartenders about what
kind of spirits might attract affluent drinkers. Four were chosen to be developed and
tested under lab conditions this week. The one that comes out on top will be further
researched before going into commercial production, and could soon be on the
shelves.
By tapping into the insight that bartenders have as they are close to the
consumers, it looks like Diageo will soon be making a product that‘s needed by
many.
• Retail

Trend Manifestation
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Pernod Ricard launches Ballentine’s 17 Year-Old Signature
Distillery Miltonduff Edition
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x
• Alcohol
Source:
Tapping into the popularity of novelty whiskeys, Pernod Ricard have launched the
latest limited edition expression of its Ballantine's 17 Year Old blended Scotch
whisky brand.
Ballantine‘s 17 Year Old Signature Distillery Miltonduff Edition emphasises the malt
whisky from the Miltonduff distillery. Scotch from the Scapa and Glenburgie
facilities are also used to create the 17-year-old.
The company have said that the limited edition bottle will be available until next
year – giving a premium brand a specific shelf life will only drive the customers to
where the bottles are.
• Retail
• Crowdsourcing

Trend Manifestation
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Carlsberg goes on air to target younger audience
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• Alcohol
Source:
Carlsberg's UK unit is launching the first ever TV campaign for its San Miguel
Fresca brand.
The ad, to start running on Champions League Final weekend, is part of a wider
UK marketing spend on the brand extension. According to Carlsberg, the beer
launched last year now has a 15% share of the "easy drinking" lager category.
With the UK‘s sales increasing thanks to ‗easy drinking‘ beers, the combination of
this innovative brand with the credibility of San Miguel will be a hit with the younger
larger drinkers on a night out or amongst their social gatherings.
• Retail

Trend Manifestation
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The Edrington Group celebrates the Queen’s coronation
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• Alcohol
Source:
The Edrington Group has launched its latest limited-edition bottling of The
Macallan. Coronation has been released to commemorate the 60th anniversary of
Queen Elizabeth's coronation.
Presented in a Gold, Windsor Red and Blue box inspired by the Queen‘s coat of
arms, the limited edition features two 350ml bottles of The Macallan single malt.
The first is a citrus-led whisky aged in American oak casks and decorated with an
image of the Queen taken in 1953 by royal photographer Cecil Beaton.
The second bottle has been aged in Spanish sherry casks, giving the liquid a
flavour of ginger, nutmeg and rich fruits. It has been decorated with an image of the
Queen taken in 2004 by portrait photographer Julian Calder. A total of 1,953 packs
will be made available, retailing at the price of £350.
By paying tribute to Her Majesty, the brand is building on its collection of
commemorative releases for the royal family, this completes the trio that they have
released previously, for the Royal Wedding and the Queen‘s Diamond Jubilee in
2012.
• Retail
• Crowdsourcing

Trend Manifestation
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In Singapore, a Bar for Mad Men
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• Alcohol
Source: http://is.asia-city.com/nightlife/singapore-bar-club/mad-men-attic-bar
Just five months old, the Mad Men bar caters to Singapore‘s growing love for
hidden rooftop spots, but manages to escape much of the pretension associated
with the ―speakeasy‖ scene.
Mad Men offers an impressive range of whiskey including Balvenie, Glenfiddich
and Japan‘s Nikka, a range of sakes, craft beers and ciders. Cocktail favorites
include the black forest mojito – rum mixed with a myriad of berries, soda and mint
– and the classic Old Fashioned.
Although the bar does not have much to do with the hit TV series, one cannot help
but think it will draw in fans with the emphasis on whiskey, which is Don Draper‘s
drink of choice.
• Consuming with ethics
• Perfection of the body
• The cult of celebrity

Trend Manifestation
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Dom Perignon launches Vintage 2004
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• Alcohol
Source: http://www.domperignon.com
Moet & Chandon, a French champagne house and co-owner of the luxury goods
company Moët-Hennessy Louis Vuitton (LVMH), has rolled out the 2004 vintage of
Dom Perignon.
The 2004 wine possesses aromas of almond and cocoa on the nose and white fruit
with hints of dried flowers, toasted notes and round finish.
Dom Perignon chef de cave Richard Geoffroy was quoted by the website as saying
that when compared to the 2003 harvest, the 2004 harvest was near-perfect and
effortless, where grapes were exposed to dry heat in the final weeks.
Being a key brand in the luxury alcohol market, this looks to be the new entrant and
will be coveted by many.

Trend Manifestation
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Vodka made from cow’s milk
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• Alcohol
• Retail
Source: http://crayonworks.tumblr.com/post/48345404910/vodka-made-from-cows-milk
Jason Barber, a 47 year old farmer living in Dorset, UK uses his herd of 250 cows
to product the infamous Black Cow vodka.
The process involves separating out the cow‘s milk into curds and whey. The curds
are used for cheese and the whey fermented to make a beer, which undergoes a
secret blending process before being triple filtered and bottled.
The unique alcohol beverage has even got it‘s own celebrity following in the form of
007 star Daniel Craig and chef Heston Blumenthal. While offering something
slightly healthier and very innovative, Black Cow surely has a growing market.

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Coors to launch iced tea flavoured beer
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• Alcohol
• Food & Beverage
Source: http://www.molsoncoors.com/en/Index.aspx
One of the largest brewers in North America, the company hopes to revive the beer
market by introducing the Coors Light Iced T beverage.
The beer drink is iced-tea flavoured and contains 4% alcohol content but no
caffeine. Coors Light Iced T will initially be launched in Canada first, with plans to
roll it out in the U.S. at a later date. They will also go ahead and introduce Carling
Zest, a beer infused with citrus flavours that‘s available for a limited time.
With the growing interest in flavoured beers, Molson Coors looks to tap this market
and also offer a premium with limited edition products, which will entice consumers.
Trend Manifestation

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Heineken creates interactive bottle
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• Alcohol
• Retail
• Food & Beverage
Source: http://crayonworks.tumblr.com/post/48345434584/heineken-creates-interactive-bottle
Heineken has introduced a ‗smart‘ beer bottle that can interact with other bottles, its
surroundings, and the people around it, at Milan Design Week. ‗Heineken Ignite‗ is
a new innovation from the brand that demonstrates its commitment to using design
to create inventive new ways to experience the product and the brand.
The interactive bottle uses micro sensors and wireless networking technology to
sense when people are clinking the bottles together to say ―Cheers.‖ It can also
react when a person takes a sip and actively respond to music. With the help of
eight bright LEDs, an 8-bit microprocessor and an accelerometer, these motions
trigger certain effects that light up the whole bottle, and when it is left idle they fade
away.
This novelty bottle aims to differentiate Heineken while enhancing the overall
experience, and it fits in nicely with the club culture it‘s trying to reach.
• Networked Society
• Mobile Living
Trend Manifestation

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Ad agency creates its own whiskey
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• Alcohol
• Retail
• Food & Beverage
Source: http://crayonworks.tumblr.com/post/49166306528/ad-agency-creates-its-own-whiskey-brand
White Pike Whiskey is a collaboration between the Mother New York and Finger
Lakes Distilling. The distiller, Thomas McKenzie, create the white whiskey using
corn, spelt, and malted wheat.
Unlike brown whiskeys, white whiskeys are unaged when they‘re bottled and are
better to mix with. Mother has designed a series of ads that are edgy and thought
provoking..
White Pike is available at New York bars and restaurants and all of Mother‘s clients
will get a taste at meetings. Mother New York has worked on many ad campaigns
for liquor brands, but it‘s the first time it has marketed its own.
Trend Manifestation

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Budweiser to release bowtie shaped can
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• Alcohol
• Retail
• Food & Beverage
Source: http://crayonworks.tumblr.com/post/48345135693/budweiser-releases-bowtie-shaped-can
Budweiser is set to introduce an original new beer can – a bowtie-shaped
aluminium can that mirrors Budweiser‘s iconic bowtie logo.
Creating the can requires a 16-step process – 10 steps to form the bottom half of
the can, with an additional six steps to form the top portion. The Anheuser-Busch
Global Innovation Group has been investigating potential can innovations for
several years. Due to the can‘s slimmer middle and sleek design, it holds 11.3
ounces of beer and has about 137 calories, approximately 8.5 fewer calories than a
traditional 12-ounce can of Budweiser. The launch of the can is being supported
with a marketing campaign that includes digital, print and television. It will be
offered for sale in grocery stores and super markets, convenience stores and
packaged liquor stores, but only in the United States.
The bowtie can is another example of how Budweiser continues to innovate, evolve
and attract a new generation of beer drinkers. It builds on the success of
Budweiser Black Crown, a crowd-sourced fan favourite.
• Demanding consumers
Trend Manifestation

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Device warms liquor for consumption in vaporous form
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• Health and Wellbeing
• Beauty
• FMCG
Source: http://vaportini.com/home.html
Created by a Chicago bar owner, Vapourtini is a globular glass device is used to
warm liquors at the table so that drinkers can enjoy them in vaporous form.
The Vaportini consists of a glass globe and a glass straw along with a plastic
funnel, metal ring and candle. Users simply place the candle in the bottom of a
standard pint glass and light it. The metal Vaportini ring goes on the top of the
glass, and the glass globe sits atop that. Using the funnel some liquor is added to
the globe. After five minutes of warming over the candle, a clear vapour is created.
Users then insert the glass straw into the globe‘s opening and inhale deeply, hold
their breath for a few seconds, and then exhale again. Because alcohol is
absorbed directly into the bloodstream, without going through the digestive tract,
the Vaportini offers the advantage of no calories and no impurities in addition to the
fact that the effects of alcohol consumption are felt immediately but they also wear
off more quickly.
This product is so innovative in nature that it changes the nature of the way a
traditional product like alcohol is consumed. Surely, given the advantages, most
restaurateurs and retailers will soon jump on the bandwagon.
• Faberge Syndrome
• Changing meaning of luxury
Trend Manifestation

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Alcohol-free whiskey is halal-certified
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• Retail
• Food & Beverage
Source: http://www.arkaybeverages.com/
Halal baby food and cosmetics have hit the market previously, catering to needs of
those who abide by Islamic law. The addition to this list is now ArKay, a halal-
certified whiskey beverage that is free of alcohol.
The beverage includes no alcohol and so is technically considered a soft drink; at
the same time, it‘s said to taste just like the ―real thing,‖ its maker asserts. Not only
that, but the product conforms to halal guidelines and is made with certified halal
ingredients.
This product caters to the market that is roughly a quarter of the world‘s population
and is the only one of its kind.
• Perfection of the Body
• Culture of immediacy
Trend Manifestation

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Bollinger creates James Bond packaging
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• Alcohol
• Retail
Source: http://www.champagne-bollinger.com/fr_FR
Bollinger is often referred to as ―the champagne of James Bond.‖ In lieu of the 50th
anniversary of 007′s appearance on the big screen in Skyfall, Bollinger has created
a limited-edition bottle in a unique presentation box.
The gift pack includes the vintage brut Bollinger La Grande Année 2002, and
comes in special casing that resembles a Walther PPK silencer. The casing comes
with a combination lock, and to open it the user must align the three numbers
―007″.
30,000 bottles of Bollinger‘s 002 for 007 have been produced and are available in
specialist shops and wine merchants globally. Each gift set will retail for around
$200. Bollinger is capitalising on the rising demand for premium packaging and
limited edition gift sets and also looks to make every man feel like 007.
Trend Manifestation

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Culture and tradition bottled up – in beer!
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• Retail
• FMCG
Source: http://www.cigarcitybrewing.com/
It‘s not uncommon to see beers associated with a particular location or target
audience, but Florida‘s Cigar City Brewing has what may be the strongest dose of
―made here‖ appeal. Focussing on Tampa‘s cigar-making heritage and long history
of Cuban influences, Cigar City Brewing produces a wide variety of flavoured beers
reflecting the culture and traditions of Florida.
Cigar City Brewing aims to build ―a specific flavour profile reminiscent of the foods
and fauna of Florida,‖ in the company‘s own words. Cigar City Brewing also strives
to use local ingredients whenever possible, resulting in a line of offerings that
includes a Humidor Series aged on Spanish cedar, Good Gourd Imperial Pumpkin
Ale and Guava Grove Farmhouse Ale, to name just a few examples. The company
also runs a local tasting room.
It appears that Cigar City Brewing has come up with yet another innovative and
distinctive twist on an ages-old beverage. Sourcing local ingredients in turn also
helps the local community and economy. Bottling tradition, culture and ethics into
beer is a win for any company.
• Authentiseeking
• Cult of home
• Complexity and consumer choice
Trend Manifestation

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Celebrate life with a bit of sparkle
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• FMCG
• Health & Wellbeing
• Fashion
Source: http://www.sparklingnuvo.com/nuvo_drink.html
NUVO Sparkling Liqueur brands itself as a lifestyle choice for trendy individuals.
Aiming to bridge the gap between beauty and exclusivity, the product calls itself an
accessory and not just a spirit.
Made with premium French vodka and a touch of sparkling white wine and infused
with passion fruit nectar, NUVO will dazzle taste buds. It comes in a gorgeous,
perfume-like bottle that adds flare and décor to any event, thus making it a sought
after accessory.
Building on the need for beautiful products and exclusivity, this bottle of alcohol will
blend into any setting which is swanky and fabulous, a combination that is
irresistible to many. This will only help in growing the market for exclusive and
upmarket liqueur products.
Trend Manifestation

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Design and name your own whisky blend
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• Beauty
• FMCG
Source: http://www.whiskyblender.com/index.php?
Scottish Whisky Blender is a site that enables visitors to design and name their
own custom whisky blends.
Whisky Blender gives users seven hand-picked whiskies to choose from when
crafting their own blend. Consumers simply pick which ones they‘d like to include
and in what proportions, and then come up with a name for their personal blend.
Once the order is complete, Whisky Blender will blend, bottle and brand the whisky
in a 70cL corked, lead-free crystal decanter bottle, including a hand-written,
personalised label. Meanwhile, Whisky Blender also enters the blend into its ever-
growing archive along with a unique code, so it can be enjoyed by others as well as
revisited by the person who originally created it.
Building on the ever-growing need for personalised items and gifts, the company
takes it to a different level. With whisky often being symbolic with class, here is a
classy, upmarket personalised item that could not go wrong in the beverage
market.
• Surveillance society
Trend Manifestation

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Glitz and glamour with a bit of Martini
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• Beauty
Source: http://www.dolcegabbana.com/martini/menus
The Bar Martini is the result of the collaboration between Martini and Dolce &
Gabbana, two brands that blend Italian tradition and modernity. They blend
together to provide an intimate, relaxing and glamorous experience in the heart of
Milan.
Decorated entirely in black, the bar provides an air of mystery with a red dragon
rising from the floor. The bar is hidden within the Dolce & Gabbana flagship store in
Milan, with an interior garden and has 9 exclusive cocktails on its menu, all made
with Martini Gold and infused with locally sourced ingredients.
Capitalising on the reputation of the fashion capital Milan is known to be, Martini
cater to an exclusive clientele, once those are privileged enough to shop at the
Dolce & Gabbana store. With these one of a kind cocktails being served only at the
bar, Martini are sure to draw in the elite clientele they wish to focus on.
Trend Manifestation

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Diamonds and gems in a bottle
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x
• Beauty
• FMCG
Source: http://www.divavodka.co.uk/#
Blackwood Distillers in Scotland are looking to target a very lucrative and exclusive
market with the launch of DIVA Premium vodka, which is triple distilled and filtered
through a sand of crushed diamonds and gemstones.
Inside every bottle of DIVA is a hollow wand that contains a selection of fine jewels
and gemstones. A standard off-the-shelf bottle contains 64 cubic zirconia crystals --
among them Scottish smoky topaz, pink tourmaline, sky blue topaz, London blue
topaz, amethyst, citrine, and Peridot -- or 72 Swarovski crystals.
More premium bottles can be customized to include a selection of the rarest gems
imaginable. Clients are invited to call the DIVA team to arrange a consultation and
the group will do all the legwork to source out only the finest gems. Not surprisingly,
no two bottles of DIVA Vodka are identical.
As it comes at different and hefty price tags, the vodka is considered to be one of
the most expensive in the world. With a sleek, classy packaging and jewellery
included, the vodka mixes what most women love effortlessly.
Trend Manifestation

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Take a drive with Johnnie Walker and Porsche
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x
x
• Beauty
• FMCG
Source: https://www.youtube.com/jwbluelabelofficial
JOHNNIE WALKER® BLUE LABEL™ and Porsche Design Studio, two of the
world‘s most iconic aspirational brands, today unveiled the JOHNNIE WALKER®
BLUE LABEL™ Limited Edition Collection by Porsche Design Studio. The
Collection creates the new gold standard for luxury whisky experiences and the
ultimate in gifting and celebrating game-changing achievements.
The Collection features a series of collectible items engineered for the shared
enjoyment of the JOHNNIE WALKER® BLUE LABEL™ Perfect Serve, a medley of
bold layers of flavour drawn from the largest reserves of whisky in the world –
hand-selected, rare casks from across the distilling regions of Scotland, influenced
both by the smoke of the west and the rich, sweet whiskies of the east.
The covetable bottle is paired with a series of one-off collectible pieces including,
all redefining the celebration of game-changing achievements for connoisseurs and
Game Changers all around the world. The Collection also features an added
dimension of exclusivity through the engraving of individual collection pieces,
introducing an unparalleled opportunity for bespoke personalisation.
By combining uncompromised functional quality and design driven innovation, they
have together a range of luxury products and gifts with genuine, unsurpassed style
and substance while giving an unparalleled opportunity for bespoke
personalisation.
Trend Manifestation

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Estrella Damm speaks the universal language of music
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• Beauty
• FMCG
• Networked Society
• Mobile Living
Source: http://www.estrelladamm.com/en/
With their success in UK, Norway, Spain, Denmark, Sweden and Brazil, Spanish
lager company Estrella Damm looks to target a younger audience in Spain by
means of music and the Internet
Estrella Damm has developed a website which acts as an online music magazine
for music fans in Spain. Building on this, they are also organising and sponsoring a
music festival in Barcelona on an international scale.
By using the tried, tested and successful method of communication via rock and
pop music, it makes the product fun; amplifies nostalgia content; and makes the
product more psychologically accessible to both men and women , young and old.
Trend Manifestation

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Château 7-eleven for the new millennial
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• Travel and Tourism
• Complexity and consumer choice
• A return to maximising
Source: http://corp.7-eleven.com/Newsroom/2009NewsReleases/7ElevensFirstWorldWineRelease/tabid/343/Default.aspx
The convenience store chain 7-eleven, hitting upon the growing popularity of
oenology, has created its own brand of wine : Château 7-eleven, launched
exclusively for what it sees as the legal-age ‗New Millennial‘ (young people born
between the 1980s and 2000s).
The wine comprises value wine sold under the Yosemite label from Californian
vineyard : a Chardonnay and a Cabernet Sauvignon. The bottles are affordable
and sold between $3.99 to $8.99.
It is an attempt to supersede beer which is the first beverage of choice for this age
group. Also appealing are the convenience and the temptation to try new products.
Trend Manifestation

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DIY Wine
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• Beauty
• FMCG
Source: http://bkwinery.com/
Brooklyn Winery, created in late 2010, gives wine lovers the opportunity to make
their own wine by following a specifically designed process. Consumers can even
take part in the wine-making or on the contrary, let the company manage the more
detailed aspects of production.
The process starts with a number of wine tastings. In late summer or early autumn,
the grapes are then brought to New York for sorting, crushing and to initiate the
fermentation process. Once the fermentation is done, the DIY wine makers are
then taught how to press the grapes and barrel the wine. Once the wine is ready, a
label can be placed on the bottle; either chosen by the participant or Brooklyn
Winery. The process takes around a year, with the total cost of the Custom Barrel
Package (full barrel) is $5,700.
Giving consumers a unique chance to experiment with tastes and the process of
making wine, it also adds to the need for authenticity, which is growing when it
comes to alcohol consumption.
• Experience economy
Trend Manifestation

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GelatoVino – combining wine and ice-cream
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• Beauty
• FMCG
Source: http://www.yelp.co.uk/biz/gelatovino-los-angeles
In Los Angeles, two Italian treats have been brought together in a store called
GelatoVino thanks to the enlightened idea of George Abou-Daoud.
The shop is a mix between an ice-cream shop and a wine cellar. It offers a range of
12 dessert wines classified into Bubbly, Crisp and Cool, as well as other sections
that can be accompanied with a wide choice of both unusual and traditional ice-
cream flavours (traditional vanilla, chocolate but also Earl Grey tea, sour cherry-
chevre, beer-flavoured Downtown Brown, Sambuca-espresso, to name but a few).
The ice-cream prices range from $3.50 to $5.50 whereas the wine-glass costs
between $7 and $12. They offer 24 unique gelato flavours along with 10 to 12
dessert wines.
• Experience economy
Trend Manifestation

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Have fun and blend your own wine
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• Beauty
• FMCG
Source: http://www.yelp.co.uk/biz/dcantr-san-francisco
Opened in November 2010 in San Fransisco, Dcantr is a Blending Bar that
features on the wine list of Deantr, focusing on customised wines that are mixed
and matched by customers on site.
For $15 you get 150mL (5 ounces) and three different Pinot Noirs to customize
your own glass of wine. The section features 3 different single vineyard bottlings of
Pinot, all from the Sonoma Coast. Tasting notes under each listing give you a basic
idea of how each wine tastes by itself. From there, it‘s up to you to decide how you
want your glass to add up.
The ―encouraged creativity‖, as the menu proclaims, acts to turn the entire
customised operation into a fun, almost scientific experience.
Trend Manifestation

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Sugar free cola creates waves down under
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• Beauty
• Retail
• FMCG
• Assault on Pleasure
Source: http://www.bundabergrum.com.au/
2010 saw the launch of ‗Bundy Bare‘, the latest addition to Australia‘s iconic
Bundaberg brand. The drink, a blend of double distilled oak aged rum and specially
crafted no sugar cola, was offered as a sugar free alternative within the range for
consumers looking to enjoy the distinct taste of the original ‗Black Rata‘ without the
calories. Promoted as a solution to the tension created by the need to let go and
need look good, the brand threw the full weight of its iconic male imagery behind
the drink to firmly position it as a very male offering that wasn‘t just for fatties or
girls.
Though this concept of ‗sanctioned‘ indulgence is not new to marketers, the benefit
this kind of restraint is expected to create requires re-addressing. As people grow
increasingly pre-occupied with the idea of perfecting their bodies the pay off they
are after is no longer just health – it‘s more about appearance.
Trend Manifestation

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Marley’s Mellow Mood
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• Beauty
• FMCG
Source: http://drinkmarley.com/
Enco Products in partnership with the family of musician Bob Marley launched a
range of natural relaxation drinks featuring the musical icon on the packaging.
Priced at £1.59 per can, the beverage is marketed as a blend of natural ingredients
with remedial qualities such as anxiety reduction and natural muscle relaxation.
Customers are also given the option to share a part of the proceeds with a charity
whose causes are in line with the well loved artist‘s own vision and passions.
Another great example of the use of celebrity association to launch a product
amongst a wide and already established audience. Marley fans will buy into it
without thinking twice and being able to contribute to a good cause while also
getting something out of it is always appealing.
• Free
• Discount forever
Trend Manifestation

Trends Manifestations
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Iron Press
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• Beauty
• FMCG
Source: http://iron-press.co.uk/
Iron Press is a new soft drink aimed specifically at men. The product launch is to be
supported by a national marketing campaign, including TV advertisements based
around the ‗Carling Black Label‘ humour reminiscent of the 1970s and 80s.
The product produces a beer-like head when poured and can be served in a pint
glass to give the allusion of drinking an alcoholic beverage. With increasing
numbers of men cutting back on alcohol due to health or lifestyle reasons, the
makers of Iron Press, Halewood International, hope to provide a greater choice of
soft drinks for men so that they can enjoy an alcohol-free party, event or evening at
home.
With the threat of further reductions to the drink drive limit in the future, it is hoped
that Iron Press will be an attractive alternative to alcohol.

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