Gen Z may not have the deepest wallets, but they’re setting the pace in the beverage alcohol space. Roughly 80% report drinking monthly, with preferences that skew toward RTDs, tequila, vodka, and anything convenient, affordable, and brand-aligned. They’re value-focused, wellness-driven, and deeply influenced by social media.
Here’s how you win them over:
1. Lead with RTDs
Ready-to-drink cocktails are Gen Z’s go-to—easy, portable, and convenient for back-to-college parties and Labor Day gatherings.
2. Stack the shelf with affordable agave
They love tequila, but they love value more. Stock budget-friendly SKUs that don’t skimp on taste.
3. Highlight vodka’s versatility
From classic cocktails to canned spritzes, vodka remains a Gen Z staple. Highlight low-sugar options as much as possible.
4. Bundle up for value
Create cocktail kits, “mix & match” deals, or mocktail + cocktail bundles to drive trial and basket size.
5. Embrace Zebra Striping
Capitalize on the trend of alternating alcoholic and non-alcoholic drinks. Showcase low-ABV options, NA spirits, and hydration pairings.
6. Feature mocktails on menus
Bars: Give them sophisticated NA choices.
Liquor stores: Merchandise with syrups, tonics, and glassware to elevate the experience.
7. Go bold on convenience
Gen Z shops with speed in mind. Eye-catching displays, grab-and-go formats, and QR codes for easy info go a long way.
8. Promote socially-conscious brands
They care about sustainability, ethics, and transparency. Spotlight brands that share those values.
9. Create moments, not just menus
Whether it’s a “study break spritz” or a “tailgate-to-go” kit, Gen Z responds to experiences. Planting a simple idea can go a long way.
Gen Z may spend less per trip, but they still represent a huge opportunity for profit. Give them flexible formats, value-driven options, and something worth posting—and you’ll stay in their pockets (and their social feeds) all season long.
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