Why the trend is emerging: Digital convenience optimizes communication while eroding connection This trend is emerging as consumers begin to recognize a growing mismatch between how easily they communicate  and how connected they actually feel . The Heineken WhatsApp voice-note campaign in Brazil highlights a wider cultural tension: digital tools have optimized speed and convenience, but often at the expense of presence, spontaneity, and shared experience. Structural driver:

What is the Sober-Socializing  Trend: The Paradox of Participation This trend explores the fundamental shift in how Gen Z navigates nightlife, where alcohol is becoming a secondary feature rather than the primary social lubricant. While younger adults are drinking less overall, they report higher levels of social anxiety when declining drinks, leading to a new era of "Zebra Striping" and high-concept mocktail culture. The focus has moved from "what is in the glass" to "who is

What is the Digital Monologue Fatigue  Trend: The New Global Symbol of Digital Distraction This trend describes the growing weariness and dissatisfaction consumers feel toward long, frequent voice notes, which have evolved from convenient shortcuts into demanding "mini-podcasts" that actively replace spontaneous, fulfilling, in-person conversations over a shared drink. The Rise of the Long Monologue:  Voice notes (VNs) are not only increasing in frequency (9.4 billion sent da

The wine industry can learn a lot from Taylor Swift's success in connecting with her fans. Here's how the wine trade can apply her...

Detailed Findings: Blue Monday (20th January) is considered the most depressing day of the year, but the article argues it's a fabricated...

Detailed Findings: "Zebra Striping":  Consumers are increasingly alternating between alcoholic and non-alcoholic drinks during social...

Detailed Findings On-Trade Revival : Key markets like China, Germany, Italy, Mexico, the UK, and the US are seeing a resurgence in...

Findings : Generational Trends : Gen Z  is driving growth in specialty coffee, preferring out-of-home consumption as part of social...

Findings : Cuervo’s Devil’s Reserve  is a new tequila that combines a “devilishly sweet heat” with a lower ABV (30%), appealing to...

Findings: The German On-Premise sector experienced a slight increase in consumer outings for drinks in May 2024, with a 3% rise in...

Summary: Findings: French consumers are shifting their beverage preferences during warmer months, increasing consumption of...