Consumers today look for more than just the taste of an alcoholic beverage. They want a multi-sensory experience that engages their senses of sight, sound, touch, and even smell. Several factors, including the need for novelty and excitement, the rise of social media, and the increasing popularity of craft beverages, drive this desire for multi-sensory experiences.
One of the main reasons consumers want multi-sensory experiences with alcoholic beverages is the need for novelty and excitement. In a world where information and entertainment are constantly at our fingertips, people seek new and exciting experiences to stimulate their senses. This desire for novelty is stronger regarding food and drink, as people are always looking for the next big thing in the culinary world.
Ai Palette’s research shows that the theme “Multi-sensory” is emerging in the alcoholic beverages category in six markets – Germany, India, Thailand, Vietnam, United Kingdom and Japan. In five of these markets, the theme has a positive two-year CAGR.
Let’s take Germany, one of the world’s biggest alcoholic beverage markets, as an example. The chart from Germany shows a huge spike in the “Multisensory” theme, and the trend is expected to grow into 2023. The theme has a two-year CAGR of 124.7% and a four-year CAGR of 22.2%.
The primary drivers for this theme among Germans include consumers’ need for new and innovative ways to experience and consume their drinks. In fact, ‘New and Innovative’ is a primary driver among 16.7% of the data points in Germany.
This speaks volumes about what consumers are expecting from their alcoholic beverages. Consumers want multi-sensory experiences with alcohol as it enhances their overall enjoyment of the drink. When a liquid engages multiple senses, it creates a more immersive and satisfying experience for the drinker. For example, the sight of a beautifully crafted cocktail can be just as appealing as the taste, and the sound of ice clinking in a glass can add to the ambience. By engaging multiple senses, an alcohol brand can create a unique and memorable experience for the consumer.
Another reason consumers are drawn to multi-sensory experiences with alcohol is that it allows them to connect with the brand deeply. In today’s world, consumers are bombarded with advertising messages from countless brands, and it can be difficult for any brand to stand out. By creating a multi-sensory experience, an alcohol brand can create a deeper connection with the consumer and make a lasting impression. For example, a brand that uses unique packaging, a distinct aroma, and a satisfying mouthfeel can create a strong emotional connection with consumers and encourage them to choose that brand over others.
The rise of social media has also played a role in the desire for multi-sensory experiences with alcoholic beverages. In today’s world, people are constantly sharing pictures and videos of their experiences on social media platforms like Instagram and TikTok. This has created a culture of “experience sharing,” where people are more likely to choose experiences that are interesting and visually appealing. This is particularly true regarding food and drink, as people love to share pictures of delicious-looking cocktails and craft beers.
The increasing popularity of craft beverages has also contributed to the desire for multi-sensory experiences with alcoholic beverages. Craft beverages, such as craft beers and small-batch spirits, are known for their unique flavours and interesting packaging. These beverages often come with interesting backstories and intriguing flavour profiles, which help create a multi-sensory consumer experience.
In addition to the aforementioned factors, there are several other reasons why consumers are seeking out multi-sensory experiences with alcoholic beverages. For example, many people enjoy preparing and enjoying a drink, and a multi-sensory experience can enhance this ritual by engaging all of the senses. Additionally, the atmosphere and environment in which a drink is consumed can also play a role in the overall experience. Businesses that create unique and interesting environments can attract consumers looking for a multi-sensory experience.
In conclusion, alcoholic beverage brands looking to cater to the changing tastes of their consumers must take the need for multisensory experiences quite seriously, as this seems to be the future of alcoholic beverage consumption. Brands looking to innovate must find a way to connect with all their consumers’ sensory triggers, whether it is through marketing messages or directly through presentations in bars and pubs. If you’d like to know more about this trend, speak to one of our experts today.