The New Rules of Indulgence and What It Means for CPG Brands

Indulgence

The indulgence world is experiencing a significant transformation, moving from the "sober curious" movement to "sober serious," where drinkers prioritize exceptional taste over buzz. This ongoing shift is reshaping the spirits market (especially bourbon) and demanding innovation, similar to the success of low-ABV beers. Consumers want lighter, sessionable options that maintain complexity, moving away from overly sweet drinks to nuanced flavor profiles. Wellness is also a major driver, leading to functional beverages that meet the desire for mindful indulgence. The key to success in this dynamic landscape? A delicate balance: embracing innovative flavors while honoring the time-honored traditions of spirits craftsmanship.

The ‘sober curious’ are becoming ‘sober serious’.

The shift from 'sober curious' to 'sober serious' is growing, following warnings from the surgeon general about alcohol’s negative effects and potential tariffs. This trend emphasizes the need for quality over quantity when reducing alcohol consumption. People seek enjoyable experiences, whether celebrating with friends or having a drink alone, all while being mindful. As this trend is expected to grow by 7.4% annually until 2030, consumers should consider their choices carefully.

Are we turning sobriety into a marketing tool instead of focusing on personal journeys? It’s essential to ask: can brands truly support this movement, or will they just seek profit, risking the authenticity many desire in a mindful lifestyle?

American Bourbon’s Turning Point:

• As trade wars continue to impact markets, how can whiskey brands promote fair trade practices while preserving their cultural heritage? Should distilleries oppose tariffs, or is it time to focus on local markets and redefine the concept of "American whiskey" on a global scale?
• The current economic situation poses challenges for the bourbon industry, but it also offers opportunities for innovation, adaptation, and a renewed emphasis on consumer needs and preferences. How can whiskey brands come together for a common cause? Is there potential for cross-industry collaborations that could enhance the position of whiskey in the broader beverage market?

The boundaries of beverage categories are blurring.

• The beer industry's capacity to provide lower-alcohol options, a variety of flavors, and a more health-conscious and socially acceptable image has allowed it to navigate the sober curious movement more effectively than champagne, wine, and liquor. Could we see a trend towards a "beerification" of spirits, where the focus shifts to sessionable, lower-alcohol options that capture the refreshing qualities of beer? Can spirits brands develop lighter, more approachable expressions that appeal to beer drinkers?
• Counteracting Sweetness: In a world filled with sweet flavors, bitterness serves as a welcome contrast. Hop water can cleanse the palate and provide a refreshing alternative to sugary foods and drinks. Will its growing popularity help it be perceived as a sophisticated substitute for soda, offering a "grown-up" taste along with the potential health benefits associated with hops?

Mood Maintenance through Functional Beverages:

People are increasingly taking proactive steps to boost their physical and mental health by seeking ways to optimize their well-being. Functional beverages offer a convenient option for this. Might mood become a social currency, with individuals comparing their emotional states? How can brands promote healthy norms around mood and emotional expression?

Balancing Comfort and Adventure:

• In 2025, comfort and adventure have become key motivators for consumers, reflecting their desire for both excitement and stability. Brands are encouraged to innovate, but the challenge lies in genuinely creating a sense of "comfortable adventure." How can they reimagine familiar pleasures with fresh, exciting twists while preserving the essence that makes these indulgences so cherished? Is it possible for the indulgence industry to authentically create a sense of "comfortable adventure" that resonates with this complex human desire?
• Is the rise of "kid food" on adult menus (coined the LOLFood era) a sign of declining culinary quality, a desire for nostalgia, or a clever marketing strategy? It could also indicate a more profound societal anxiety, showing a wish for simpler times and flavors in an increasingly complex world.

The Flavor Revolution:

As we increasingly crave more “swicy” or “swalty” flavor profiles, how can brands avoid overwhelming consumers with too many adventurous options? Is there a risk of flavor fatigue when trying to cater to the evolving nuances of consumer palate?

Culture

In 2025, get ready to tantalize the senses. The "cherry vibe" is set to take over the worlds of fashion, cosmetics, and culinary arts. Expect rich, cherry-infused cocktails and desserts that are as beautiful as they are delicious, sparking emotional connections with every bite. However, we must go beyond superficial indulgence—authenticity is crucial. How can we combine sensory stimulation with genuine connections?

With the rise of sustainable wellness and the challenge of standing out in a crowded media landscape, there is a unique opportunity to create meaningful narratives that resonate long after the experience is over.

The power of color is “cherry-coded.”

In 2025, consumers are enthusiastically embracing the “cherry vibe” in fashion, cosmetics, and food. Brands are leveraging this trend, making cherry a symbol of indulgence and modern sophistication. This focus on versatility and authenticity is set to influence future consumer preferences. Are there ways we can enhance sensory experiences? Picture rich cherry-infused cocktails that embody luxury or desserts that captivate with their vibrant colors and flavors. As we delve into this cherry-infused theme, we should consider: How can we utilize the power of color to create not just visual enjoyment but also a deeper emotional connection?

Sensory overload!

As marketing tactics evolve to create immersive experiences—such as scent-infused food, visually striking beauty products, contrasting textures in dining, or aroma-enhanced films—what potential pitfalls come with relying on sensory overload? Are we sacrificing genuine emotional connections by prioritizing sensory stimulation? How can we enhance engagement without resorting to superficial indulgence? By emphasizing authentic flavor profiles, compelling storytelling, and memorable presentations, can we build a deeper connection with consumers that celebrates true indulgence?

The Accessibility to Analog Wellness:

More and more individuals are seeking to disconnect from the hyper-connected digital world, leading to a notable trend of "logging off." This shift reflects a cultural preference for analog experiences over digital ones. As interest in these analog activities increases, how can we make sure they are sustainable and accessible to all demographics, while avoiding a sense of elitism in wellness?

Emphasis on Spectacle and Novelty:

In a saturated media landscape, brands are increasingly focused on attention-grabbing tactics, often prioritizing novelty and spectacle over meaningful content. Concepts like influencer-driven cafes and doorless restaurants blur the lines between genuine connection and manufactured experiences, reducing cultural moments to mere commodities. As brands chase fleeting viral moments at the expense of lasting value, there is a risk of eroding consumer trust and promoting a culture where spectacle overshadows the actual product or experience.

Social Media

The social media sphere is experiencing a period of profound change and it's not just business as usual. Think tectonic shifts, not gentle ripples. The potential TikTok ban has thrown a wrench into the works, sending users scrambling for new digital homes. This exodus is fueling the rise of decentralized platforms, where active participation trumps passive scrolling. Suddenly, community-based moderation and building genuine trust with niche audiences are paramount. And that's not all. The creator economy is leveling up, with creators diversifying their income streams and breaking free from platform dependence. AI is also entering the chat, promising hyper-personalization while simultaneously raising concerns about misinformation. So, where does this leave brands? In this dynamic environment, marketers can leverage AI to forge real connections and become genuine allies to their audiences.

The Growing Demand for Decentralized Social Platforms:

• The looming potential TikTok ban is significantly affecting the social media landscape. Users are seeking alternatives to TikTok, leading to the emergence of several new platforms to fill the gap. With these changes, will we become more passive consumers of content, or will the new platforms encourage us to be more active participants and creators?
• Decentralized platforms frequently depend on community-based moderation, which tends to be less predictable and consistent than centralized moderation. This can create challenges for brands that want to safeguard their reputation and avoid being linked to harmful or inappropriate content. As a result, how will trust and relationship-building for niche audiences remain essential strategies for brands?

Embracing Creator Monetization:

In a thriving creator economy, platforms are undergoing significant evolution while also facing various regulatory challenges. How can creators continue diversifying their presence and income streams to reduce risks related to platform dependency?

Yearning for Human Connection in the Era of AI Innovation:

AI is becoming essential in social media, shaping interactions and content management. While it enhances personalization and efficiency, it also brings challenges like misinformation and ethical issues. Given the loneliness epidemic, how can marketers use AI to enhance human connection on social media? Can it help connect like-minded individuals and foster meaningful conversations and emotional support?

Allison Arling-Giorgi is the Head of Brand at Method1.