Gen Z: Generation Zero Alcohol

Moderation can take on many forms but for Gen Z, 3.9 million of them are ‘zebra striping’^[4]. This tactic of alternating between alcoholic and non-alcoholic drinks on a night out means even those who are drinking alcohol could also be looking for something non-alcoholic too. With 1 in 5 18-24 year olds drinking soft drinks as a moderation tactic^[5] and carbonated traditional soft drinks the number one alternative to alcohol^[6], look to capitalise on the core soft drinks favourites as well as those trending seasonally to offer the best proposition for customers and maximise their experience.

Gen Z are the digital generation. Last year, 37% of cocktail drinkers also said they always or nearly always post pictures of their drinks on social media and this number is likely to be higher amongst younger generations . With this in mind, ensure your mocktails look just as good as your cocktail offering. J2O have recently expanded its offering with ready-to-drink J2O Mocktails in the on-trade and they both look and taste the part. 

You won’t have missed the viral popularity of the Stanley Cup and there’s even a global #WaterTok trend with social media users sharing their favourite “enhanced” water recipes and is an area that can often be overlooked. 27.5% of Gen Z occasions feature tap water[^7] and 32% of them have water between alcoholic drinks ‘most’ or ‘all of the time’[8] so encourage your customers to trade up their water. Adding a touch of Teisseire syrup with sparkling water or offering a London Essence crafted soda, with their range of delicate, aromatic and fruity flavours, will elevate the water occasion.

It can be intimidating for consumers looking for alcohol free options and not knowing what’s on offer so visibility of your low and no range is key, particularly as 63% of Gen Z will be put off visiting an outlet when there’s not enough no/low alcohol choices on the menu^[9]. Where possible, ensure staff are knowledgeable and confident of what’s available so they can encourage people to upgrade their drinks. On top of this, ensure your menu is appealing, easy to read and up to date with a dedicated low and no section.