Evolving the alcoholic beverages category: Marketing to engage Gen Z

Gen Z drinking habits are changing, and brands need to wise up to the ‘why’ and shift their strategies.

It’s well-documented that the growing ‘zero-alcohol’ beverage category is being driven by Gen Z, and to a lesser extent, millennials. With Gen Alpha on the horizon who’ll likely follow Gen Z’s footsteps, the booze industry appears at first-look to be in jeopardy. No wonder then, that Diageo, Guinness, BrewDog, Heineken and Carlsberg have all rushed to launch their own zero-alcohol drinks to ensure they cater for today’s consumer. And it’s why the likes of Seedlip, bought by Diageo, have done incredibly well.

When you delve into the trend more deeply, however, it quickly emerges that the rapid rise of the...

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