A. ALCOHOLIC READY-TO-DRINK MARKET

#1: MALIBU:

WHAT IT OFFERS:

• Malibu offers beverages ready-to-drink.
• The alcoholic base liquor is rum and is combined with different flavors like Piña Colada.
• The product sold in cans for the comfort of the customer.

HOW IT FITS THE CATEGORY:

• The Malibu brand is well-known in the US and globally.
• It offers different alcoholic ready-to-drink beverages like Piña Colada and Passion Fruit.

#2: JIM BEAM:

WHAT IT OFFERS:

• Jim Beam offers whiskey mixed with cola in one of its RTD alcoholic beverages.
• The product come in cans.

HOW IT FITS THE CATEGORY:

• Jim Beam is a North American brand, well-known in the US, and offers a variety of RTD alcoholic beverages.

B. ALCOHOL EXPERIENCE MARKETPLACE:

#1: BUDWEISER:

WHAT IT OFFERS:

• Budweiser is specialized in beer.
• In its Made in America music festival in Philadelphia, the brand prepared an exclusive beer for the occasion, offering the beer in custom BMIA Philly cups, straight from a tank, where the beer just had been finished and ready-to-drink.

HOW IT FITS THE CATEGORY:

• Budweiser, one of the most popular beer brands in the US, provided specially prepared beer to enhance the musical experience at the festival.

#2: KAHLUA:

WHAT IT OFFERS:

• Kahlua offers rum with a coffee flavor.
• It organizes Cult Film Nights through which it introduces its rum to consumers including cocktails like Kahlua Expresso Martini and the Black Russian.

HOW IT FITS THE CATEGORY:

• Kahlua is a Mexican brand but has an enormous presence in more than 120 countries, including the US.
• The beverages it offers its guests at its cult film nights help position the brand as a classic companion to classic films.

C. ALCOHOL DELIVERY APPS:

#1: SAUCEY:

WHAT IT OFFERS:

• Saucey is an app for alcohol delivery in the US, which specializes in liquors of the major brands in the US like Johnnie Walker and beer brands like Budweiser.

HOW IT FITS THE CATEGORY:

• Saucey is well-known in the US. It delivers a lot of liquor and beer brands in many US cities. In the Apple Store, the app has a score of 4.9 out of 5, and a total of 16,600 ratings.

#2: DRIZZLY:

WHAT IT OFFERS:

• Drizzly is an app that specializes in alcohol delivery in the US, serving more than 100 cities in the US, including Kentucky, Oregon, and Colorado. It delivers beer, wine, and liquors.

HOW IT FITS THE CATEGORY:

• The Drizzly app is well-known in the US, with a score of 4.9 in the Apple Store and 23,500 ratings, delivering alcoholic beverages every day.

D. ALCOHOL-RELATED COMMUNITIES:

#1: DISTILLED SPIRITS COUNCIL

WHAT IT OFFERS:

• Distilled Spirit Council is a group of previously independent people belonging to three organizations: the Bourbon Institute, the Distilled Spirits Institute, and the Licensed Beverage Industries, Inc.
• They merged in 1973 to form the Distilled Spirits Council and currently function as the national trade association for the top US producers and marketers of distilled spirits products.

HOW IT FITS THE CATEGORY:

• Distilled Spirit Council is a well-known American organization with a theme directly related to alcohol. It is a big organization with 22 executive staff members.

#2: TEXAS ALCOHOLIC BEVERAGE COMMISSION

WHAT IT OFFERS:

• The organization is in charge of all matters related to alcoholic beverages in Texas, US such as the permit to sell or purchase alcohol, and the hours of service and consumption of alcohol.

HOW IT FITS THE CATEGORY:

• It is an American organization that is well-known by people of Texas.

SPIRITUAL COMMUNITIES

•  Serenbe
•  Retreat Guru 

APPS OR PLATFORMS

•  Jiyo
•  Gaia 

OTHER SPIRITUAL WELLNEWSS COMPANIES AND BRANDS

•  The Four Wings 
•  YOQI 
•  Sounds True 
•  Bwell Coach 

RESEARCH STRATEGY

AMOUNT SPENT ON ALCOHOL BY MILLENNIALS

• In 2018, Millennial spent an average of $521 on alcohol.
• In 2018, Millennial spent an average of $490 on alcohol
• In 2016, Millennial spent an average of $461 on alcohol.
• Just in two years, the spending on alcohol is rising among Millennial by 6.31% annually.

The Spending Habits on Alcohol By Millennial

• Those who are now 21-30 years old belong to the Millennial age group.
• GoBankingRates released an analysis of annual consumer expenditure data in 15 categories and found out that Millennial spend $1.57/day on alcohol.
• Mintel's 2018 study found that 28% of those who are 24-31 years old prefer drinking at home. Millennial prefer to drink at home to avoid too much effort wasted in drinking out.
• Those who drink at home perceived drinking at home as more relaxing (74%), cheaper in price (69%) and more personal (35%), and 38% want to drink at home to get better control over the alcohol intake.
• The Senior Foodservice Analyst from Mintel, Caleb Bryant, said that bars and restaurants must work harder to enchant such unique customers, maybe an Instagramable pop culture pop-up bar that can enchant them to go from the consumers’ living rooms.
• Bryant also noticed that Millennial enjoy experimenting with new drinks as they adopt adventurous behavior to try innovative drink menus to have better experiences.
• According to the Wine Market Council, more than half Millennial who drink wine talk about their experience with wine on Facebook, and 33 percent talk about it on other social media such as YouTube, Twitter and Instagram.

Additional Findings

• According to Nielsen research on Millennial behavior on alcohol in August 2015 — while this is outdated, the earliest Millennial in 2015 are now 25 years old and therefore the behavior study is still useful to know until today.
• In 2015, the Millennial age 21-34 account for 35% of U.S. beer consumption, 32% of spirit consumption, and 20% of wine consumption.
• The Millennial Gatekeepers are 43% more likely to experiment by trying new and different products.
• The craft beverage alcohol survey in May 2015 found that, consumers between 21-34 desire craft beer. Craft beer is associated with being handcrafted, artisanal, and top quality.
• Harris Poll reported 35% of adults age 21 and older — expressed themselves as interested in trying an alcohol beverage labeled craft. During the survey in 2015, 46% of men age 21-24 years old — now they are 25-29 years old — admitted that they are more interested in craft beer.
• According to Nielsen Scarborough reports, Millennial craft beer drinkers purchase more beers outside like nightclubs, bars, and stadiums.
• In Denver, 55% of Millennial craft beer drinkers are male, while in Grand Rapids, Michigan, the Millennial craft beer drinkers are 73% male.

RESEARCH STRATEGY

CALCULATIONS