alcohol-lookbook

Alcohol Trend Outlook

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ALCOHOL TREND OUTLOOK

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Using our quality traffic test and brand match score, we hand-select influencers from our network of 10,000+ partners that we recommend to your brand, allowing you to weigh in on the selection briefing and final creative output.

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We start with inspiration from Muse, our first- party source of influencer content data and trends, to guide the creative production, while uncovering audience insights to target shoppers along their path to purchase.

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PLANNING AHEAD

Alcohol Trend Outlook Top trending topics in the Alcohol category? We’ll drink to that! Our comprehensive tool, Ahalogy Muse, creates the perfect cocktail of both creativity and strategy—which pairs perfectly with our network of 10,000+ top-notch, talented influencers. In the following outlook, you’ll find content ideas and inspiration on Wine, Beer, and Spirits with refreshing trends like “Wellness Cock- tails,” “Drinking Local,” and “Boxed Wine.” We’re sure these upcom- ing chapters of data-driven trends, strategized content ideas, and proven keywords are sure to have your customers returning for round after round of premium content. Cheers!

Table of Contents

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THE AHALOGY DI FFERENCE

INTRODUCT ION

WINE

BEER

SP I R I TS

SECT ION ONE Wine

Sip, sip, hooray! From “Wine Tasting Parties” to “Wine Cocktails,” shoppers are searching for trending topics in the Wine category. The following chapter hosts a full flight of content ideas, ranging from a Beginner’s Guide to Wine Mixology to Tips for a Blind Wine Tasting. By analyzing trending topics in Ahalogy Muse, we are able to create content aligned with data to engage, inspire, and delight. Peruse this planning guide to develop a successful and innovative campaign strategy that’s sure to create a buzz.

10 | Game Day with Frito Lay Alcohol Trend Outlo k

There’s no better way for shoppers to wine and dine their friends than with a “Wine Tasting Party.” Encourage audiences to develop their palate by selecting a bottle of wine and guessing the tasting notes with other guests. Top trending content ideas include easy guides on How to Prep for a Wine Tasting Party, complete with advice on the perfect food pairings for a variety of pours, and Tips for a Blind Wine Tasting. Wine Tasting Party WINE TOP IC:

TOP RELATED KEYWORDS: • Wine Tasting • Pinot Noir • Italian Wine • Chianti • Artichoke • Tuscan Wine • Steaming

• Drinking Game • Gruyere Cheese • Blue Cheese • Hor D’Oeuvre • Carmelization

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“Wine Tasting Party” is popular several times throughout the year, peaking on August 21, September 18-21, September 26, and November 26-28.

How to Prep for a Wine Tasting Party

Tips for a Blind Wine Tasting

March Madness Wine Tasting Bracket

12 | Alcohol Trend Outlook

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Cheers to “Wine Cocktails!” Whether shoppers are creating a refreshing punch or a cozier cocktail option, audiences are pairing wine and spirits for the perfect mixed drink for any occasion. Inspire consumers with a Beginners’ Guide to Wine Mixology or a recipe for a Slow Cooker Wine Cocktail. Wine Cocktails WINE TOP IC:

TOP RELATED KEYWORDS: • Spanish Wine

• Cocktail • Sangria • Rose • Frose • Ready to Drink • Mulled Wine

• Sauvignon Blanc • Sparkling Wine • Pinot Gris • Muscat • Cabernet Sauvignon

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“Wine Cocktails” are the perfect way to cozy up during colder months as it rises in popularity mid-November, peaks on December 8, and falls at the beginning of January.

Slow Cooker Wine Cocktail

Custom Wine Cocktail Bar Cart

Beginner’s Guide to Wine Mixology

14 | Alcohol Trend Outlook

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“Boxed Wine” has quickly become a popular selection for ready-to-go wine all the time. Shoppers are far from boxed in with this wine-in-bulk option, with possibilities ranging from entertaining with Big Batch Wine Cocktails to cook- ing for customers who regularly create cuisines that require wine. Boxed Wine WINE TOP IC:

TOP RELATED KEYWORDS: • Box • Subscription Box • Microbrewery • Upcycling • Storage of Wine • Varietal • Pinot Noir • Chardonnay • Rose • Merlot • Dessert Wine • Cocktail

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“Boxed Wine” is popular throughoutthe year with peaks in the spring and winter.

Best Boxed Wine Roundup

Big Batch Wine Cocktails

Cooking With Wine

16 | Alcohol Trend Outlook

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Shoppers switching to an organic lifestyle aren’t limited to just produce; “Organic Wine” is also proving to be the perfect choice for health-conscious audiences and wine connoisseurs alike. Educate consumers on the Benefits of Organic Wine, such as its sulfite-free, non-GMO, and synthetic additive-free nature or share an Organic Wine Roundup full of party pleasers. Organic Wine WINE TOP IC:

TOP RELATED KEYWORDS: • Biodynamic Agriculture • Genetically Modified Food • Tuscan Wine • Mass Production • Abruzzo • Chianti • Percorino • Liquor • Wine and Food Matching • Man Cave • Organic Food • Mediterranean Diet

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“Organic Wine” rises in popularity at the beginning of October, peaks mid-January, and falls mid-February.

Benefits of Organic Wine

Organic Wine Roundup

Behind the Brand: My Fav Organic Wine

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What better way to unwind than with a picnic featuring wine, snacks, and a view? Lakeshore Lady inspired audi- ences to enjoy the finer things in life with her Tips for the Perfect Summertime Picnic, including Liberty Creek Vineyards boxed wine for an easy, cork-free, and refresh- ing beverage. In Collaboration with: Lakeshore Lady with E.&J. Gallo Winery CAMPAIGN EXAMPLE:

TREND-INSP I RED CONTENT

Eas y Out door Ent e r t a i n i ng

Summe r t ime Wi ne Se l e c t i ons

Boxed Wi ne

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Mulling over the perfect drink selection for the holiday season? What Molly Made shared with audiences her easy stovetop or slow-cooker recipe—the perfect cozy concoc- tion for any fall or winter occasion. Made with warmed fruit, anise, cinnamon sticks, cloves, and Dark Horse Cab- ernet Sauvignon, this recipe certainly had shoppers ready to toast to this warm and toasty beverage. In Collaboration with: What Molly Made with Dark Horse Wine CAMPAIGN EXAMPLE:

TREND-INSP I RED CONTENT

Ho l i day Ho s t i ng

Cozy Day Rout i ne

Wi ne Cock t a i l

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SECT ION TWO Beer

Have your shoppers feeling hoppy with our 2020 Beer trends, supported by category trend data from Ahalogy Muse. In this chapter, you’ll find some of the hottest new Beer category trends across a variety of content areas, including “Beer Cocktails” and “Drinking Local.” Follow along to discover trending topics and evergreen thought-starters alike, all of which can be crafted for your brand’s future Beer campaigns.

24 | Game Day with Frito Lay Alcohol Trend Outlo k

Help shoppers mark all different types of beer off their beer bucket list. Inspire consumers to coordinate a DIY Beer Tasting Party—perfect for a warm summer day or a fall tail- gate. Include content around a “Guess the Beer” Drinking Game, and encourage customers to offer up cases of beer to mix and match with other beer buddies in a Create-Your- Own 6-Pack activity. Beer Tasting BEER TOP IC:

TOP RELATED KEYWORDS: • Pilsner

• Beer in Belgium • Beer Glassware • Nightlife • Beer Festival • Bottle • Bottle Opener • Foodie • Pretzel • Dipping Sauce • Tapas • Oktoberfest

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“Beer Tasting” is big in both the colder and warmer months, peaking both in mid-March and mid-August.

DIY Beer Tasting Party

“Guess the Beer” Drinking Game

Create Your Own 6-Pack

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What better way is there to craft a trendy cocktail than with craft or domestic beer? Serve customers rounds of inspiring content with information on an unbeatable Beer- mosa Brunch Bar or suggest some of the Best Michelada Mix-Ins for a fun and festive Mexican-inspired dinner party. Beer Cocktail BEER TOP IC:

TOP RELATED KEYWORDS: • Corona • Michelda • Shandy

• Tomato Juice • Ginger Beer • Fruit Brandy

• Beer Style • Root Beer • Lager

• World Series • Happy Hour • Cocktail Garnish

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“Beer Cocktail” seems like the perfect way to drink beer on a hot, summer day since it rises in popularity at the beginning of June, peaks on July 26 and 27, and falls at the beginning of August.

Beer-mosa Brunch Bar

Best Michelada Mix-Ins

Beer Cocktails for Tailgating

28 | Alcohol Trend Outlook

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Prost! Shoppers look forward to the fall for the biggest bash of beer and brats around the world: “Oktoberfest.” Prepare consumers for the annual celebration with a First Timer’s Guide to “Oktoberfest,” including everything from the leading lederhosen to the best beverages to guzzle. Alternatively, you can also inspire shoppers to throw their own DIY Oktoberfest Party. Oktoberfest BEER TOP IC:

TOP RELATED KEYWORDS: • Munich • Festival

• Germany • Bratwurst • Beer Garden • Pretzel • Beer Cheese • Schnitzel • Sauerkraut • Potato Pancake

• Bonfire • Autumn

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“Oktoberfest’s” popularity surrounds the festival as it rises at the end of August, peaks on September 23, and falls at the end of October.

First Timer’s Guide to Oktoberfest

Schnitzel-Making Party

DIY Oktoberfest

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Drink Local BEER TOP IC:

With microbreweries cropping up more and more across the country, consumers are turning to beer that’s crafted in their own communities. Encourage customers to support their local businesses by sharing Microbrewery Travel Guides or motivate shoppers to host a Local BeerTasting Party, complete with rounds of regional favorites.

TOP RELATED KEYWORDS: • Liquor Store • Brewery • Beer Sommelier • Bar

• Brewing • Pale Ale • Beer Festival • Pub • Food Truck • Foodie • Stout • Kayaking

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“Microbrewery” reaches several peaks throughout spring and summer months but reaches its highest peak on April 26.

Microbrewery Travel Guide

Local Beer Tasting Party

Seasonal Beer Stock-Up

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In Collaboration with: The Kentucky Gent with Tecate CAMPAIGN EXAMPLE:

What pairs better than pizza and beer? The Kentucky Gent shared his top tips on how readers can crank up their reg- ular can of beer—just add a splash of hot sauce, a sprinkle of salt, and a squeeze of lime to a can of Tecate Light. He was able to serve up a refreshing and stress-free beverage to a large group of friends. This easy option is also the perfect way to deliver a delicious drink without dirtying any dishes—a win-win for both guests and the hosts!

TREND-INSP I RED CONTENT

Bu i l d -Your -Own Pi z za Par t y

Be e r Cock t a i l

Dr i nk s f or Ent e r t a i n i ng

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with Corona Extra® & Kim Crawford CAMPAIGN EXAMPLE:

In Collaboration with: Garlic & Zest

Garlic & Zest knows that the first step to a successful holiday party is a well-stocked drink menu. That’s why she made sure to have plenty of ice-cold Corona Extra® on hand. This crisp, clean, well-balanced flavor makes this drink a universally popular choice for friends and family alike. Plus, it was the perfect pairing for her homemade Smoked Salmon Cheese Ball with Everything Bagel Sea- soning! Cold beer, good food, great company—what could be better?

TREND- INSP I RED CONTENT

Food & Be e r Pa i r i ng s

Ho l i day Ent e r t a i n i ng

Che e s e Ba l l

36 | Alcohol Trend Outlook

SECT ION THREE Spirits

The upcoming chapter on Spirits is certainly worth more than a shot! The following material is backed by category trend data from Ahalogy Muse—inspiring your shoppers to mix up their current cocktail recipes. Spritz up your customers’ beverages by serving up content on “Must-Have Bar Cart Basics,” “CBD-Infused Cocktails,” “Mixology Tips & Tricks,” and more.

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“Classic Cocktails” are making a resurgence. From beloved standards—like the Old Fashioned or the Martini—to the more obscure—like the Hemingway, or the Tom Collins— fun-loving consumers are looking to revitalize the cocktail scene with often-forgotten drinks. Serve up bartenders’ best-kept secrets on how to craft 10 Classic Cocktails. Or encourage customers to give the gift of party tricks by sharing a Bartender’s Gift Guide—complete with all the bar accessories a new mixologist could ever need. Classic Cocktails SP I R I TS TOP IC:

TOP RELATED KEYWORDS: • Moscow Mule • Rum and Coke • Vodka • Whiskey Sour • Gin • Rye Whiskey • Manhattan • Amaretto • Long Island Iced Tea • Gimlet

• Old Fashioned • Malibu (Rum)

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“Classic Cocktail” rises in popularity at the end of October, peaks on Christmas Day, and falls after New Year’s Eve.

10 Classic Cocktails

Bartender’s Gift Guide

Classic Cocktails for Entertaining

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One of the best ways for a shopper to treat themselves after a long day is with a cocktail that’s gourmet! A bar- tender is only as good as their ingredients, so share Mix- ology Tips & Tricks or inspire audiences to stock up their drink mixing station with a variety of Must-Have Gourmet Mix-Ins to take their libations to the next level. Gourmet Cocktails SP I R I T TOP IC:

TOP RELATED KEYWORDS: • Cocktail Dress • Bitters • French Martini

• Infusion • Digestion • Cocktail Party

• Kiwi • Root • Mojito • Martini

• Vodka Martini • Ruby Slippers

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“Gourmet Cocktails” peaks in popularity at several points during the year, including during the spring, fall, and winter.

DIY Infusion

Mixology Tips & Tricks

Must-Have Gourmet Mix-Ins

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Connect mind, body, and spirits for customers by sharing content on “Wellness Cocktails.” Consumers are becoming more conscious of wellness and wellbeing, and they’re searching for conscientious cocktails. Inspire shoppers to pair a Kombucha Spritzer with an unwinding yoga session or to host an at-home mental wellness hour with CBD-In- fused Cocktails. Wellness Cocktails SP I R I TS TOP IC:

TOP RELATED KEYWORDS: • Blood Orange • Sports Nutrition • Bitters

• Garnish • Cocktail • Orange Juice • Tequila

• Syrup • Lemon • Bourbon Whiskey • Non-Alcoholic Drink • Vodka

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“Wellness Cocktails” peaks during the summer as shoppers search for invigorating refreshment options and on December 24 as consum- ers look for healthier alternatives throughout the holiday season.

Kombucha Spritzer

CBD-Infused Cocktails

Non-Alcoholic Cocktails

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A well-stocked bar is a sure-fire way to lift the spirits of any gathering. However, figuring out which spirits to stock up on can seem overwhelming. Share a list of Must-Have Bar Cart Basics and a Cocktail Tips and Tricks printout to instruct audiences on how to create the perfect custom cocktail. Bar Stock-Up SP I R I TS TOP IC:

TOP RELATED KEYWORDS: • Self-Service • Orange Bitters • Manhattan • Tonic • Angostura Bitters

• Basement • Man Cave • Cart • Old Fashioned • Makeover

• Liqueur • Cocktail

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Home Bar rises in popularity mid-October, remains big with consumers through January, peaks on February 7, and falls after the holiday season.

Must-Have Bar Cart Basics

Self-Serve Bar for Holiday Entertaining

Top Cocktail Tips and Tricks

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In Collaboration with: Rezel Kealoha with Lillet CAMPAIGN EXAMPLE:

What better way is there to enjoy a summer day than soaking up the sun and sipping on a seasonal spritzer? Rezel Kealoha inspired shoppers to pair a comfy outdoor setup, juicy summertime fruit, and a refreshing beverage for their afternoon Merienda—which is the meal between breakfast and lunch or lunch and dinner in the Filipino culture. To savor the perfect sunny day drink, Rezel Keal- oha instructed audiences to mix Lillet Rosé with sparkling wine, ice cubes, cucumber, mint, and strawberry.

TREND-INSP I RED CONTENT

Ape ro l Spr i t z

Cl as s i c Cock t a i l s

Out door Ent e r t a i n i ng

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Nothing screams summertime cocktail like a strawberry lemonade vodka cooler. Seasonal Cravings shared with audiences how to whip up a delicious, organic, and non- GMO drink option. By combining vodka with organic strawberries, Santa Cruz Organic Strawberry Lemonade, ice, and a seasonal fruit garnish, consumers could prop- erly say cheers to the season while sipping on a sweet summertime refreshment. In Collaboration with: Seasonal Cravings with Santa Cruz Organic CAMPAIGN EXAMPLE:

TREND-INSP I RED CONTENT

Re f re sh i ng Summe r Cock t a i l

Gl ut e n-Fre e Dr i nk s

We l l ne s s Cock t a i l s

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ALCOHOL TREND OUTLOOK Appendix

Garlic & Zest , Smoked Salmon Cheese Ball with Everything Bagel Seasoning Lakeshore Lady , Tips for the Perfect Summertime Picnic Rezel Kealoha , Outdoor Merienda Sesh with Lillet The Kentucky Gent , Loaded Tecate Seasonal Cravings , Strawberry Summer Cocktail What Molly Made , Mulled Wine

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