Gen Z + Alcohol Trends: 24/25
Now that Gen Z is aged 12–27, around two-thirds globally can purchase and consume alcohol. However, rather than echo their party-hard, binge-drinking elders, Gen Zers are exhibiting a more restrained and intentional approach. As alcohol brands vie to capture the attention of younger consumers, leisure and hospitality brands can help them elevate their (less frequent) drinking occasions.
The Moderation Generation
Designing New Drink Experiences
Evolving Cocktail Culture
Numerous lifestyle factors influence Gen Zers’ moderate approach to alcohol. Health consciousness, hangxiety and even an uptake in cannabis as an alternative chill-me-out substance have all contributed to fewer pints being pulled for this generation. Meanwhile, less disposable income amidst a challenging economic climate also spells bad news for the alcohol trade.
Numerous lifestyle factors influence Gen Zers’ moderate approach to alcohol. Health consciousness, hangxiety and even an uptake in cannabis as an alternative chill-me-out substance have all contributed to fewer pints being pulled for this generation. Meanwhile, less disposable income amidst a challenging economic climate also spells bad news for the alcohol trade.
Summary
The Moderation Generation | Numerous lifestyle factors influence Gen Zers’ moderate approach to alcohol. Health consciousness, hangxiety and even an uptake in cannabis as an alternative chill-me-out substance have all contributed to fewer pints being pulled for this generation. Meanwhile, less disposable income amidst a challenging economic climate also spells bad news for the alcohol trade. |
Designing New Drink Experiences | Although many Gen Zers are adopting a measured approach when it comes to drinking, this doesn’t mean they all choose to abstain. There are plenty of opportunities for alcohol brands – from wine and whisky to beer and cognac – to create appealing products in terms of taste, flavour and messaging. For more, see Gen Z Food + Drink Trends: 24/25. |
Evolving Cocktail Culture | Just as they’re rewriting the rulebook when it comes to alcohol consumption, Gen Zers are also shaking things up in terms of their preferred choice of cocktails. While tequila remains a steadfast contender, rum is also tantalising younger taste buds. Meanwhile, appetite for RTD mixes remains robust, echoing the desire for low-risk flavour experimentation and convenience. |
Gen Z + Alcohol Trends: 24/25
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Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.
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