Addressing Generation Z on the beverage market

In the middle of summer Worth Global Style Network (WGSN) published the results of IWSR’s March research on Generation Z’s alcohol consumption habits.

This article is available for reading in Trade magazin 2025/10.

The analysis highlights that Generation Z is increasingly active when it comes to drinking alcohol, but does so on its own terms. Three key factors have been identified that determine Generation Z’s drink choices.

Community: the community experience is paramount for Generation Z, whose representatives are looking for new, non-traditional occasions.

Flexibility: this generation wants to drink alcohol in a controlled manner.

Discovery: Generation Z views drinks as an experience, so they are attracted by new flavours, textures, global influences, nostalgia and playful fusions.