Generation Z couldn't care less about the rigid codes of "good taste" at the table or at the bar. Gone is the snobbery of Grand Cru wines or reverence for aged whiskies: for young adults today, drinking is primarily about pleasure, sharing, and... practicality. This is a complete departure from brand strategies all focused on the sacred concept of premiumization. And the study* by Dynvibe, an expert in Social Intelligence, confirms this: four major trends are shaking up the world of beverages and spirits.
- Gen Z wants to consume in a "uninhibited" way
Gen Z is tired of being told how to drink. Champagne to celebrate? Meh. Canned beer to chill with friends? Much better. The success of "on-the-go" formats illustrates this desire for simple consumption, without lengthy rituals or snobbery. Conviviality above all else!
- When drinking becomes a sensory show
While they want freedom, Gen Z isn't saying no to a bit of spectacle. Drinking, yes, but with style! Cocktails are a hit because they allow for all sorts of creativity: alcohol-free, ultra-colorful, spicy, or sweet, anything goes. Aesthetics reign supreme, down to the sound of a can opening on TikTok. The proof: ASMR and content around new textures are booming. And if your drink is fun, photogenic, and a bit innovative (hello spherical Buzzballs), it's a winner.
- The quest for sobriety and responsible consumption
Attention, don't confuse sobriety with abstinence. Gen Z is not on an anti-alcohol crusade: they simply prefer to moderate. They experiment, try Dry January, and have fun with no or low alcohol versions. The idea? Drink better, less often, but with meaning. The hashtag #sobercurious is exploding, and with it a new approach to partying: lighter, freer, more confident. Once again, we are told that young people don't drink anymore, which is false. But brands, often lacking imagination, don't offer them what they're looking for...
- "Bev with benefits" or giving a purpose to drink consumption
What if your drink became your well-being ally? That's the bet of the new "bev with benefits" ranges. Electrolytes, prebiotic sodas, protein drinks, sugar-free but fiber-rich... everything is good to pamper the body while enjoying yourself. Even alcohol is getting involved: the brand Kin Euphorics offers elixirs that boost energy or relaxation. A shot of fun, but the 2025 version.
In short?
Gen Z is reinventing the drinking moment in their own way: fewer rules, more creativity, a pinch of consciousness, and a lot of fun. Brands that want to appeal to this generation will have to let go of protocol, dust off their ranges, and learn to speak "truthfully". Quite a program for some, as the hurdle is tremendously high.
* Methodology: conducted over 12 months, this study is based on the analysis of several thousand conversations spontaneously expressed by consumers of beverages on social media (traditional social networks, forums, consumer reviews, blogs) were studied. All of this allows Dynvibe to identify 4 major emerging trends, which are just as many strategic insights for advertisers in the sector.
