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