Understanding Gen Z’s Alcohol Preferences
Move over, Millennials—Gen Z is redefining the drinking scene, and it’s time to pay attention. While it’s true that Gen Z drinks less overall, their preferences are diverse, dynamic, and nuanced. As summer heats up in the northern hemisphere, it’s crucial for brands to understand these shifts and cater to the evolving tastes of this influential cohort.
Spirits and pre-mixed drinks: The new cool
Forget about the beer and wine; Gen Z is all about spirits and pre-mixed drinks like hard seltzers. In the US, over half of Gen Z drinks pre-mixed alcoholic beverages (54%) and spirits (53%) at least monthly. What’s more, the gender gap in beer consumption is narrowing, with 58% of US Gen Z men and 35% of women enjoying a cold brew regularly*.
*Source: Foresight Factory | Base: online respondents who are of legal drinking age, 2023
One Size Doesn’t Fit All
But it’s not just about what’s happening in the US. In Italy, wine still holds a special place for Gen Z, while beer is the go-to drink for many in South Korea. Understanding these regional differences is key to crafting targeted strategies that resonate on a local level.
The Social Scene
Despite economic pressures, Gen Z isn’t ready to swap their nights out for home drinking. They are the generation least likely to cut back on social drinking, underscoring the importance of socializing and nightlife in their lives. This is a generation that values experiences and connections, and they’re willing to spend to maintain those social bonds.
Innovations That Hit the Mark
Brands like Dunkin’ are tapping into this market with innovations like alcoholic iced teas and coffees. Meanwhile, Singapore’s Bar Spectre is championing mental wellness with mood-boosting cocktails. Even in Paraguay, Brahma Beer turned power outages into a marketing opportunity by swapping warm beers for cold ones via WhatsApp. These creative approaches highlight the importance of novelty, wellness, and convenience for Gen Z.
4 Ways to Capture Gen Z’s Attention
- Promote social aspects: Highlight how your brand fosters connections and social experiences. The loneliness epidemic among Gen Z makes this an especially potent angle.
- Focus on spirits with a story: Unique spirits with a strong sense of place, like tequila and mezcal, are particularly appealing. As Gen Z’s spending power grows, so will their appetite for luxury and distinctive flavors.
- Integrate Virtual Spaces: Consider how your brand can engage Gen Z in online spaces where they hang out, such as game worlds and social media platforms.
- Offer Low- and No-Alcohol Options: With the rising temperatures, refreshing and hydrating options like traditional Indian beverages can cater to those seeking alternatives to alcohol.
Ready to Dive Deeper?
Gen Z is redefining the drinking scene, and our comprehensive report, Gen Z’s Alcohol Attitudes, reveals key trends that brands need to know.
Download our report to uncover crucial market shifts, regional differences, and innovative strategies to engage this influential generation.
Equip your brand with insights from our AI-powered platform, Collision, and explore how to engage Gen Z effectively in both social and virtual spaces. Find out more.
