Bars that prioritize low or non-alcoholic beverages appeal to Gen Z consumers
Trend - Known to drink less than their predecessors, Gen Z is being targeted by brands that are focused on low-alcohol experiences. Instead of the traditional alcohol-fueled bar experience, emerging spaces are offering bars that have low-alcohol or non-alcohol cocktails.
Insight - Gen Z consumers of legal drinking age are known to drink less than Millennials, who already drink less than preceding generations. Thus, their social experiences are less centered around alcohol, but the traditional modes of socializing are still relevant--including going out to consume food and drinks. Brands that are able to prioritize a more health conscious approach to socialization while fusing tradition are appealing to Gen Z consumers.
Insight - Gen Z consumers of legal drinking age are known to drink less than Millennials, who already drink less than preceding generations. Thus, their social experiences are less centered around alcohol, but the traditional modes of socializing are still relevant--including going out to consume food and drinks. Brands that are able to prioritize a more health conscious approach to socialization while fusing tradition are appealing to Gen Z consumers.
Workshop Question - How is your brand drawing in Gen Z customers?
Trend Themes
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Low-alcohol Bars — Bars offering low or non-alcoholic cocktails appeal to Gen Z and health-conscious consumers.
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Vegan Non-alcoholic Bars — Pop-up bars offering plant-based and alcohol-free cocktails with superfood add-ins cater to health-conscious consumers.
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Community-focused Alcohol-free Bars — Breweries creating unique experiences around alcohol-free drinks are attracting sober curious and non-drinking consumers.
Industry Implications
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Hospitality — Bars and pubs must adapt to the shift in drinking culture by offering more non-alcoholic choices to keep Gen Z and health-conscious customers engaged.
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Food and Beverage — The rise of low-alcohol and vegan non-alcoholic bars presents opportunities for food and beverage companies to create new products and experiences that cater to health-conscious consumers.
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Marketing — Marketing agencies must develop campaigns around creating community-focused experiences for sober curious and non-drinking consumers.
