Berlin has been making trend news for its sober raves and its vegan food culture. An international alcohol company looking to innovate its portfolio was studying markets whose subcultures represent the leading edge of new values, attitudes and behaviors, and the city became an important part of its global trend outlook.
Work
Work
Playbook for leveraging Berlin’s leading-edge party ethos
Publisher
International alcohol company
Markets
Agency
I wrote an in-depth trend report on the values driving these movements, and on the local brands already building products for them.
The report traced the whole night out: street drinking, how people mix their drinks, the new kinds of bars and the neighborhoods they open in, how brands signal trust, and what makes something feel globally cool.
The findings framed Berlin as a lesson in drinking differently, and went to the client's innovation team as insight it could carry to markets well beyond the city.