EXPERIENCE THIRST

But what this launch points to more than anything else, is that consumers are still seeking out new, slightly off-kilter experiences. Following a brutal few years of sitting at home with nothing happening at all, followed by a full-throttle launch into world wars, spiking interest rates and eversqueezed incomes, seeking out fun, new, and affordable experiences wherever possible remains a priority for many consumers. And increasingly, brands are willing to give it to them.

In fact, get used to the juxtaposition; high-end brands exploring and being playful when it comes to low-brow flavours and ideas will become a fixture over the next couple of years, as a desire by all to indulge in what we find both comforting and fun, will dominate. Expect prestigious spirits brands who have never dared launch a flavour to do so, while those already exploring limited editions to launch ever-more madcap takes on what’s possible to convey in a liquid.

The mega-trend for taking care of yourself and your body better will not go away; that one is here to stay. But in these stressful times, consumers want the permission and possibility to play a little more. Multi-dimensional, themed, and experiential launches from the brands they trust and that are viewed as premium, are just one way of doing that.

But there is a ‘watch out’; with budgets squeezed, new flavours need to be enticing enough to persuade consumers to part with their cash. Curious is in, but bonkers is out. In this time of perpetual and mounting stress and angst, novelty has a newfound credibility.