Three trends to move your brand with cultural relevance

This week: Alcohol Trends
(1 min read)

What follow are the top three trends in the alcohol category in terms of forecast growth in 6-months time (compared to average interest over the past 6 months) - as predicted by our proprietary AI model.

Trend Rank #1

Masato

Fitting within the wider global trend towards fermented foods and drinks for enhanced gut health, Masato, an Amazonian fermented beverage, is experiencing a surge in popularity due an unusual fermentation method.

Our AI predicts a +245% rise in consumer interest over the next six months.

The resurgence in popularity of this indigenous drink, made from yuca or cassava, is largely thanks to its unique origin story involving fermentation…

wait for it…

…with human saliva.

Despite saliva not actually being essential for its production, this historical tidbit has intrigued consumers, illustrating the power of unique, even unconventional, stories in driving interest in a product.

From a marketing perspective, this quirk of Masato's ancient roots underscores the importance of storytelling in product promotion, illustrating how a product's history and unique attributes - especially something as emotive as spit - can be leveraged to captivate consumers.

@sealontour

📍Iquitos, Peru 🇵🇪 Would you drink this traditional spit beverage in the Amazon?

The Terremoto cocktail, a potent mix known for its seismic impact on the palate, is gaining traction outside its Chilean origins.

Our AI predicts a +169% rise in consumer interest over the next six months.

Originating from Chile, this cocktail is traditionally made with a sweet fermented wine called pipeño, grenadine, and pineapple ice cream.

Its popularity is rising due to its unique combination of flavors and textures, offering a novel experience for cocktail enthusiasts.

But driving further interest is its connection to Chilean culture.

Its name, Terremoto, translating to "earthquake" in Spanish, symbolizes the seismic activity of the country - where small to medium earthquakes are quite a common occurrence.

Similar to Masato above, Terremoto is another example emphasizing the value of connecting products with powerful stories and places, thereby deepening consumer engagement through cultural appreciation and emotional resonance.

Trend Rank #3

Cheongju

Cheongju, a clear, refined rice wine from Korea, is carving out its niche in the sophisticated alcohol market.

Our AI predicts a +86% rise in consumer interest over the next six months.

Appreciated for its smooth and elegant flavor, Cheongju stands out in a market saturated with bold and heavy spirits, appealing to those seeking a more refined and subtle drinking experience.

With some similarities to sake, the trend towards Cheongju underscores a shift in consumer preferences towards quality, tradition, and the art of brewing and fermentation.

For marketing and advertising agencies, this presents a prime opportunity to cater to a discerning clientele, promoting the virtues of refinement, tradition, and methodology authenticity in alcohol consumption.

@fermentexperiment

Other important alcohol trends and topics with high AI-forecast growth in 2024:
#4 Vermouth (6-month forecast: +26%)
#5 Soju (6-month forecast: +24%)
#6 Cognac (6-month forecast: +23%)

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Each week, leveraging advanced AI, we uncover and forecast the latest cultural and consumer trends in a given category, keeping you and your brand at the forefront of cultural relevance.

All insights are based on Global English Wikipedia page view data.
[Portions of this newsletter are based on data from Wikipedia and are available under the CC BY-SA 4.0 license: https://creativecommons.org/licenses/by-sa/4.0/.]