CRACKING GEN Z: HOW DRINKS BRANDS CAN WIN THE NEXT GENERATION
WHY GEN Z, WHY NOW?
Gen Z isn’t the audience of tomorrow – they’re already transforming the drinks industry today. From how and when they drink to what they expect from brands, their impact is undeniable. Making up 29% of the global population and holding growing spending power, this generation’s influence can no longer be ignored.
At our recent Cracking Gen Z webinar we brought together leading voices from across the drinks category to explore how this generation is reshaping culture. Building on those insights, our new Insight Report on the topic provides brands with a roadmap to win the next generation.
This article shares the key takeaways – insights, case studies, and cultural signals that drinks brands need to understand to stay relevant.
Forget the Myths – Gen Z Is Redefining Drinking Culture
Headlines too often reduce Gen Z to lazy stereotypes: they don’t drink, they’re antisocial, they’re all the same. These myths not only misrepresent reality but also risk leading brands astray. The truth is far more nuanced – and far more exciting.
Gen Z isn’t rejecting alcohol outright; they’re reframing its role. Many are drinking less frequently, but when they do, they choose quality over quantity – favouring premium cocktails, craft spirits, or low-intervention wines over the cheapest option. It’s not abstinence, it’s intentionality.
This generation isn’t unsociable either. While the traditional pub may play a smaller role, socialising is thriving in new spaces – from book clubs and padel meetups to sauna sessions and community-driven events. Gen Z isn’t avoiding connection; they’re reinventing it.
And perhaps most importantly, they aren’t a monolith. This is a fragmented, diverse generation made up of countless subcultures – from sober-curious communities to nightlife tastemakers. For drinks marketing agencies and brand leaders, the opportunity lies in embracing that diversity: crafting creatives strategies that meet consumers across moods, moments, and communities
Authenticity and Innovation Win Loyalty
If there’s one truth about Gen Z, it’s this: authenticity is non-negotiable. They see through token gestures instantly. Brands that show up with consistency, honesty, and intent earn loyalty; those that don’t are quickly left behind.
Authenticity doesn’t mean playing it safe. It means innovating with purpose. Take Whitebox Cocktails – delivering bar-quality cocktails in portable cans without compromising on craftsmanship. Or functional drinks brands like Trip and Three Spirit, which speak to mindful drinking and wellness-led occasions. Even heritage players like Heineken have found fresh relevance through culturally fluent brand activations – such as festival experiences designed for both fun and function.
What connects these examples is bravery. Winning Gen Z requires boldness, cultural understanding, and creative confidence. For drinks brands, success comes from finding the intersection between brand truth, consumer need, and cultural energy – and leaning in with conviction.
DIGITAL VS PHYSICAL – THE NEW SOCIAL SPACES
Gen Z moves seamlessly between digital and physical worlds. Discovery often begins online, with platforms like TikTok shaping trends and driving awareness – but true loyalty is built offline, in spaces that foster connection.
Digitally, they engage with content that feels authentic, shareable, and participatory. Traditional advertising rarely lands, particularly for alcohol brands navigating restrictions. What works are campaigns that feel native – lo-fi moments, behind-the-scenes stories, or user-generated content that invites co-creation.
Offline, they’re gathering in new kinds of “third spaces”: run clubs, listening rooms, saunas, and wellness hubs that blend socialising with self-expression. These environments present fertile ground for drinks brands to connect meaningfully.
Coca-Cola’s Share a Coke revival is a strong case study – merging personalised packaging, pop-up experiences, and a digital sharing hub to create a campaign that thrived both online and IRL. It’s a perfect example of how brand activations can bridge physical and digital storytelling.
For modern brands, the future lies in crafting immersive experiences that travel effortlessly between these worlds – real enough to build memories, creative enough to be shared.
FIVE SIGNALS TO WATCH FOR THE FUTURE
Drawing on our research and the Cracking Gen Z webinar, here are five key signals shaping what’s next for the drinks industry:
Trend Fatigue – The era of copycat activations is over. Distinctiveness is everything.
Simplicity at Speed – Gen Z expects frictionless discovery and purchase journeys.
Repertoire Portfolios – A single SKU won’t cut it; offer diverse formats for diverse moods.
Social Tonics & Wellness – Third spaces focused on wellbeing and balance will continue to grow.
Hybrid Rituals – Expect playful blends of digital and IRL experiences as standard..
BE BOLD, BE USEFUL, BE REAL
Gen Z isn’t waiting for the drinks industry to evolve – they’re leading the charge. The brands that thrive will be those that act with courage, creativity, and clarity.
At Wonderworks, we help drinks brands decode these cultural shifts and transform them into meaningful growth. Whether through brand storytelling, creative strategy, or immersive brand experiences, our team of experts can help your brand win the next generation.