, Columnist
Is There Anything That Gen Z Won't Drink?
Alcohol brands are thinking outside the bottle to fuel and gratify a new drinking culture.
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It’s gonna be a hard seltzer summer … what with Covid’s wake and the Roaring ’20s, drink from home and e-commerce delivery, ready-mixed drinks and all-day drinking, thronged competition and celebrity stampedes, eco-pressures and supply-chain disruption — to say nothing of wellness, cannabis and a demographic landslide as a sober-curious Gen Z comes of age.
In response, brands across the BevAlc spectrum are adopting a dozen or so strategies to harness the vibe shift that’s causing a $1.7 trillion market to tremor.