How Gen Z is Changing the Alcoholic Beverage Market

Gen Z consumers are reshaping the alcoholic beverage market by promiscuously consuming a range of beverages, including nonalcoholic options. Traditional alcoholic beverage companies are pivoting their offerings to become total beverage companies. The low-alcohol and non-alcoholic beverage categories are growing in popularity. Gen Z is seeking unique, global tastes in alcoholic beverages. Hard seltzer has leveled off after its boom in 2019, and the RTD category is evolving to capture the tastes of younger consumers.