Beverages: Patrons select emotions to order cocktails at Suntory’s ‘Glass and Words’ pop-up bar in Tokyo

Why it is the topic trending:

• Innovative Concept: Ordering cocktails based on emotions is a novel and attention-grabbing idea, offering a unique experience compared to traditional bar menus.

• Immersive Experience: The "Glass and Words" pop-up provides an immersive encounter that goes beyond simply ordering and consuming a drink.

• Demystifying Cocktail Culture: The concept aims to make cocktails more approachable for individuals who might feel intimidated by traditional bar settings.

• Focus on Emotional Connection: In a time of declining face-to-face interactions, the bar creates an emotionally resonant experience.

• Popularity and Expansion: The return of the pop-up after a sold-out debut, with doubled reservation slots and expanded offerings, indicates its popularity and relevance.

Overview:

The article introduces Suntory’s ‘Glass and Words’ pop-up bar in Tokyo, where patrons order cocktails by selecting an emotion rather than a drink name. This concept bar, returning for a limited time, offers an immersive experience designed to demystify cocktail culture and create emotionally resonant experiences. Guests choose an emotion that aligns with their mood, and bartenders prepare a corresponding cocktail, explaining its ingredients. The popularity of the initial launch has led to an expansion of the event.

Detailed Findings:

• Emotion-Based Ordering: Patrons select an emotion written on a coaster of an empty cocktail glass.

• Customized Cocktails: Bartenders create cocktails tailored to the chosen emotion and explain the ingredients.

• Immersive Experience: The bar offers an immersive encounter centered around the connection between words, emotions, and drinks.

• Demystifying Cocktail Culture: The concept aims to lower barriers for those unfamiliar with traditional bar etiquette.

• Emotional Resonance: The experience focuses on creating an emotional connection for the guests.

• Popular Return and Expansion: The pop-up returned to Shibuya due to its sold-out debut the previous year, featuring doubled reservation slots and more drink options.

• Influencer Integration: Phrases submitted by popular influencers are incorporated into the experience.

• Affordable Price Point: Each visit, including one drink (alcoholic or non-alcoholic), costs JPY 1,000.

• Addressing Social Interaction Concerns: The bar offers a framework with simple, pre-communicated steps, potentially easing anxiety for those less comfortable in IRL social spaces.

Key Takeaway:

The key takeaway is that Suntory’s ‘Glass and Words’ pop-up bar successfully blends an innovative concept of emotion-based cocktail ordering with an immersive experience that aims to make cocktail culture more accessible and create emotionally resonant moments for its patrons, particularly in a time of evolving social interactions.

Main Trend:

Emotional Connection Through Experiential Consumption: This trend highlights the growing desire for consumers to engage with products and services on an emotional level, seeking experiences that resonate with their feelings and create a deeper sense of connection beyond mere functionality or taste.

Description of the Trend:

The "Emotional Connection Through Experiential Consumption" trend reflects a shift in consumer expectations where products and services are valued not just for their practical utility but also for their ability to evoke feelings, create memories, and foster a sense of personal connection. This trend sees brands moving beyond transactional relationships to curate experiences that tap into the emotional landscape of their target audience, enhancing brand engagement and loyalty. In this context, even something as seemingly simple as ordering a drink becomes an opportunity for self-expression and an exploration of one's emotional state.

What is Consumer Motivation (Detailed Description):

Consumers are motivated by several factors when engaging with experiences like Suntory’s pop-up bar:

• Novelty and Uniqueness: The emotion-based ordering system offers a novel and memorable way to experience cocktails, providing a break from routine and traditional bar experiences.

• Self-Expression and Exploration: Choosing an emotion allows individuals to express their current mood and potentially explore different facets of their emotional state through the associated drink.

• Reduced Intimidation: The bar aims to lower barriers for those who feel uncertain or intimidated by traditional bar culture, offering a more approachable and guided experience.

• Immersive and Engaging Experience: The concept provides an immersive encounter that goes beyond simply ordering a drink, creating a more engaging and memorable social outing.

• Desire for Connection: In an era where face-to-face interactions may be declining, this bar offers a structured and accessible framework for social interaction in a real-world setting.

What is Driving Trend (Detailed Description):

Several factors are contributing to the "Emotional Connection Through Experiential Consumption" trend:

• Experience Economy: Consumers increasingly value experiences over material possessions and are willing to spend on unique and memorable encounters.

• Focus on Well-being and Emotions: There's a growing societal awareness and interest in emotions, mental well-being, and self-discovery.

• Need for Connection in a Digital World: As digital interactions become more prevalent, people may seek out real-world experiences that offer genuine human connection and emotional resonance.

• Brand Differentiation: In a competitive market, brands are looking for innovative ways to stand out and create deeper connections with consumers beyond just product features.

• Social Media Influence: Unique and emotionally engaging experiences are highly shareable on social media, driving further interest and participation.

What is Motivation Beyond the Trend (Detailed Description):

Beyond the immediate appeal of the pop-up, consumers may be motivated by deeper needs:

• Seeking Joy and Pleasure: Trying new and interesting experiences, especially those tied to positive emotions, can be a source of joy and pleasure.

• Desire for Self-Understanding: Exploring emotions and their connections to sensory experiences like taste and smell can offer a form of self-discovery.

• Combating Social Isolation: For those who might feel less comfortable in traditional social settings, a structured and themed event like this can provide a more comfortable entry point for interaction.

• Creating Shareable Moments: Engaging in unique and visually interesting experiences provides content for social media, allowing individuals to share aspects of their lives and connect with others.

Description of Consumers Article is Referring to:

The article refers to "patrons" and "guests" interested in visiting the bar. Inferences can be made:

• Age: The location in Shibuya, Tokyo, suggests a likely younger demographic, potentially including millennials and Gen Z, who are often more open to novel and trendy experiences. The mention of popular influencers also points towards this demographic. However, the desire for a less intimidating bar experience could also appeal to older individuals who might feel out of touch with modern bar culture.

• Gender: The article does not specify gender preferences.

• Income: The price point of JPY 1,000 per visit suggests an accessible experience for a broad range of income levels, particularly those who frequent bars.

• Lifestyle: These consumers are likely open to new experiences, potentially tech-savvy (given the mention of digital realms and influencers), and may be seeking more meaningful or engaging social outings than traditional bar visits. Some might feel slightly intimidated by conventional bar culture and appreciate a more guided and themed approach.

Conclusions:

The main conclusions from the article are:

• Suntory’s ‘Glass and Words’ pop-up bar offers a unique and emotionally engaging way to order cocktails.

• The concept aims to demystify cocktail culture and make it more accessible to a wider audience.

• The bar’s popularity, evidenced by its return and expansion, suggests a consumer appetite for innovative and immersive experiences.

• The concept addresses the evolving landscape of social interaction by providing a framework for real-world engagement.

Implications for Brands:

• Power of Experiential Marketing: This demonstrates the effectiveness of creating unique and immersive experiences to engage consumers on an emotional level.

• Innovation in Product Presentation: Even established products like cocktails can be presented in novel ways to capture consumer interest.

• Addressing Consumer Needs Beyond Functionality: Brands can build stronger connections by addressing emotional needs like reducing intimidation and fostering a sense of belonging.

• Leveraging Influencer Marketing: Integrating influencer involvement can effectively reach target demographics.

• Creating Shareable Moments: Designing experiences that are visually appealing and encourage social sharing can amplify brand reach.

Implication for Society:

• Evolution of Social Spaces: This example shows how physical spaces can adapt to changing social dynamics and offer new forms of interaction.

• Increased Focus on Emotional Well-being: The concept taps into a growing societal interest in understanding and exploring emotions.

• Democratization of Culture: By making cocktail culture more accessible, the bar potentially broadens its appeal.

Implications for Consumers:

• More Engaging Social Outings: Consumers have access to more innovative and emotionally resonant ways to socialize.

• Reduced Social Anxiety in New Environments: Structured experiences can help ease anxiety in unfamiliar social settings.

• Opportunity for Self-Discovery: The connection between emotions and taste can offer a unique form of self-exploration.

• Affordable Experiential Options: The relatively low price point makes this unique experience accessible to a wider range of consumers.

Implication for Future:

• Further Innovation in Experiential Retail and Hospitality: We can expect to see more brands experimenting with creative and emotionally driven concepts in physical spaces.

• Blending of Digital and Physical Experiences: While this pop-up is IRL, its connection to influencers highlights the ongoing interplay between digital and physical experiences.

• Personalized and Emotionally Tailored Offerings: Future concepts might explore even more personalized experiences based on individual emotional states.

Consumer Trend (Name: Emotionally Driven Consumption):

• Detailed Description: This trend highlights consumers making choices based on how a product or experience makes them feel, seeking out options that align with their desired emotional state or create a specific feeling. It moves beyond purely rational decision-making to encompass the emotional benefits and connections that consumption can offer.

Consumer Sub Trend (Name: Accessible Novelty):

• Detailed Description: This sub-trend reflects the consumer desire for unique and novel experiences that are also accessible in terms of cost and ease of participation. Consumers are drawn to innovative concepts that don't require extensive knowledge or a high financial commitment to enjoy.

Big Social Trend (Name: The Search for Authentic Connection):

• Detailed Description: In an increasingly digital world, people are actively seeking out authentic and meaningful connections in real-world settings. Experiences like this pop-up bar offer a structured and engaging way to foster such connections.

Worldwide Social Trend (Name: Global Appetite for Unique Experiences):

• Detailed Description: The desire for novel and engaging experiences is not limited to Tokyo. Across the globe, consumers are seeking out unique ways to spend their time and money, indicating a worldwide trend in experiential consumption.

Social Drive (Name: Reduced Social Friction):

• Detailed Description: The bar aims to lower the barrier to entry for those who feel uncertain about traditional bar norms. This reflects a social drive towards creating more inclusive and less intimidating social environments.

Learnings for Brands to Use in 2025 (Bullets, Detailed Description):

• Tap into Emotions: Consider how your brand or product can connect with consumers on an emotional level, going beyond functional benefits.

• Innovate the Customer Experience: Look for unique and memorable ways to present your offerings and engage with your audience.

• Lower Barriers to Entry: Make your products or experiences approachable and accessible to a wider range of consumers, especially those who might feel intimidated by traditional formats.

• Create Opportunities for Connection: Design experiences that foster a sense of community and allow for meaningful interactions.

• Embrace Novelty: Don't be afraid to experiment with unconventional ideas to capture attention and generate buzz.

Strategy Recommendations for Brands to Follow in 2025 (Bullets, Detail Description):

• Develop Experiential Pop-Ups: Consider creating temporary, immersive experiences that showcase your brand in a unique and engaging way.

• Incorporate Emotional Themes: Explore how to weave emotional themes into your marketing campaigns and product offerings.

• Focus on User-Friendly Formats: If your industry has traditional barriers to entry, look for ways to simplify the experience for newcomers.

• Leverage Social Media for Amplification: Create visually appealing and shareable experiences that resonate online.

• Gather Customer Feedback on Emotional Responses: Pay attention to how your brand and experiences make consumers feel and use this feedback to refine your strategy.

Final Sentence (Key Concept) Describing Main Trend from Article:

Suntory’s ‘Glass and Words’ exemplifies the growing trend of consumers seeking emotionally resonant and accessible experiences that transcend traditional consumption models.

What brands & companies should do in 2025 to benefit from trend and how to do it:

In 2025, brands and companies should explore opportunities to create emotionally engaging and accessible experiences for their target audiences, following Suntory’s lead in innovative experiential marketing. They can do this by:

• Brainstorming Unique Concepts: Think outside the box about how their product or service can be presented in an unexpected and engaging way that taps into emotions.

• Designing Immersive Environments: Consider creating physical or digital spaces that transport consumers and offer a memorable, sensory-rich experience.

• Focusing on Inclusivity: Ensure their experiences are welcoming and approachable to a broad audience, particularly those who might be new or hesitant to engage.

• Utilizing Sensory Details: Engage multiple senses (sight, sound, smell, taste, touch) to enhance the emotional impact of the experience.

• Measuring Emotional Response: Look for ways to gauge how consumers are feeling during and after engaging with their brand experiences.

Final Note:

• Core Trend: Emotional Experiential Consumption: Consumers are increasingly valuing experiences that connect with them on an emotional level.

• Core Strategy: Curate Emotionally Resonant Encounters: Design brand interactions that evoke specific feelings and create lasting memories.

• Core Industry Trend: The Rise of Experiential Marketing: Brands are increasingly using immersive and engaging experiences as a key marketing tool.

• Core Consumer Motivation: Seeking Novelty and Connection: Consumers are driven by a desire for unique experiences and opportunities for genuine connection.

• Final Conclusion: Suntory’s pop-up bar demonstrates a powerful way to connect with consumers by tapping into their emotions and offering an accessible, novel, and memorable experience. Brands across various industries can learn from this approach to build stronger engagement and loyalty in 2025.

Core Trend Detailed (Name: Emotional Connection Through Experiential Consumption)

• Description: This core trend describes a growing consumer desire for products, services, and experiences that resonate with their emotions and create a deeper sense of personal connection beyond mere functionality or transactional value. Consumers are increasingly seeking out encounters that evoke feelings, create memorable moments, and align with their emotional states, leading brands to focus on curating experiences that tap into this emotional landscape. This trend signifies a shift from purely rational decision-making to incorporating emotional considerations in consumer choices, where the feeling associated with a product or service becomes a significant factor in its appeal.

• Key Characteristics of the Trend (summary):

  • Emotional Resonance: Consumers actively seek out experiences that evoke specific feelings or align with their current mood.

  • Beyond Functionality: The value proposition extends beyond the basic utility of a product or service to encompass emotional benefits.

  • Memory Creation: Experiences are valued for their ability to create lasting memories and personal significance.

  • Personal Connection: Consumers desire a deeper, more personal connection with brands and their offerings.

  • Holistic Engagement: These experiences often involve engaging multiple senses and creating an immersive environment that fosters emotional responses.

• Market and Cultural Signals Supporting the Trend (summary):

  • Suntory's "Glass and Words" Pop-Up: The central example where consumers choose cocktails based on emotions, indicating a direct link between consumption and feelings.

  • Focus on Immersive Experience: The bar aims to create an immersive environment where words (emotions) become the basis for customized cocktails.

  • Demystifying Approach: The concept aims to lower barriers and make the experience more emotionally accessible, especially for those intimidated by traditional norms.

  • Emphasis on Emotional Resonance: The explicit goal is to create an emotionally resonant experience for patrons.

  • Popularity and Expansion: The sold-out debut and subsequent doubling of reservation slots suggest a strong consumer interest in this type of emotionally driven experience.

• How the Trend Is Changing Consumer Behavior (summary):

  • Shifting Purchase Drivers: Emotional connection becomes a more significant factor in consumer choices, alongside traditional considerations like price and quality.

  • Increased Demand for Experiential Offerings: Consumers actively seek out brands and businesses that provide unique and engaging experiences.

  • Willingness to Pay for Emotional Value: Consumers may be willing to spend more on products or experiences that offer a strong emotional connection or positive feelings.

  • Emphasis on Personal Meaning: Consumption is increasingly viewed as a way to express oneself, explore emotions, and create personal meaning.

  • Greater Brand Loyalty: Brands that successfully forge emotional connections with consumers may foster stronger loyalty.

• Implications Across the Ecosystem (summary):

  • For Brands and CPGs: Brands need to think beyond product features and consider how their offerings can evoke positive emotions or align with consumer emotional needs. Experiential marketing and emotionally resonant storytelling become crucial.

  • For Retailers: Retail spaces can be transformed into more experiential environments that engage consumers emotionally. Creating a specific mood or feeling within the retail setting can influence purchasing decisions.

  • For Consumers: Consumers have more opportunities to engage with products and services on a deeper, more personal level. They can seek out experiences that enhance their emotional well-being and provide greater satisfaction.

• Strategic Forecast: The trend of Emotional Connection Through Experiential Consumption is expected to continue its upward trajectory. In an increasingly competitive market, brands that can tap into the emotional needs and desires of their target audience will have a significant advantage. This trend will likely drive further innovation in experiential marketing, product design, and customer engagement strategies, with a growing emphasis on creating authentic and meaningful connections with consumers.

• Final Thought: Suntory’s pop-up bar serves as a compelling example of how understanding and catering to consumers' emotional landscape can lead to innovative and successful experiences, highlighting the increasing importance of emotional connection in the modern consumer marketplace.

Source: https://www.trendwatching.com/innovations/patrons-select-emotions-to-order-cocktails-at-suntorys-glass-and-words-pop-up-bar-in-tokyo