Broad Trend: Playfulness | Industry Trend: Un-Adulting Travel Travel in 2027 is becoming less about ticking off destinations and more about rediscovering the joy of childhood. Un-Adulting Travel encourages adults to temporarily abandon responsibilities and embrace theme parks, immersive attractions, water slides and carefree experiences. According to Expedia research cited by Falstaff, 57% of surveyed travelers are likely to book an un-adulting trip in 2027, rising to 71% amo

Beverages are becoming a playground for experimentation as familiar drinks are mixed with unexpected flavors, textures and even entirely new ways of eating them. Dirty Soda Spheres at Toronto’s Canadian National Exhibition show how beverage culture is moving beyond the cup, turning a recognizable drink trend into something playful, sensory and designed to be discovered. Why Everyone Is Talking About It: Familiar Drinks Are Becoming Unexpected Experiences Dirty soda already su

Beer drinking is becoming more playful as simple rituals turn ordinary pints into social challenges. Birra Moretti’s viral “Setting the Table” game shows how packaging, serving and drinking can become entertainment that consumers repeat, film and share. Why Everyone Is Talking About It: The Pint Is Becoming a Game Birra Moretti’s “Setting the Table” challenge turns drinking a lager into a simple visual test: drink until the beer line aligns with Baffo, the mustachioed man on