CRACKING GEN-Z - HOW DRINKS BRANDS CAN WIN THE NEXT GENERATION

Wonderworks webinar titled 'Cracking Gen Z', highlighting how drink brands can engage Gen Z. Hosted by Wonderworks, on 1st September.

IN OUR NEXT WONDERNETWORK WEBINAR EVENT WE EXPLORED:

Monday, 1st September 2025
1:00–2:30pm BST on Zoom

Gen Z is changing the rules. They’re drinking less, experimenting more, and choosing brands that reflect their values, identities, and lifestyles. From the meteoric rise of RTDs and functional drinks to the decline of traditional loyalty and the rise of TikTok as a trendsetter – Gen Z isn’t just disrupting the drinks industry. They’re rebuilding it from the ground up.

In this WonderNETwork webinar, we ask: how can drinks brands stay relevant in a world where the old rules no longer apply?

As a creative drinks agency we’ve seen some of the most forward-thinking brand launches in the industry come to fore. The brands that innovate, experiment, and challenge old norms continue to thrive. Whilst the ones that sit back and wait are struggling.

In this session, we explore what it really takes to win with Gen Z – from product innovation and digital storytelling to health-conscious NPD and lifestyle-led marketing strategies.

This isn’t just a trendspotting exercise – it’s a practical roadmap for staying competitive in a rapidly evolving drinks category.

We’ll Cover:

The Changing Drinking Culture

·       Why moderation, wellness, and ‘zebra striping’ are replacing binge drinking
·       The functional future: hemp, botanicals, caffeine, and adaptogens
·       Why Gen Z loves RTDs – and what spirits brands must do to catch up
·       Are traditional brands innovating fast enough to stay in the game?

How Gen Z Engages with Brands

·       Social-first, always: from TikTok virality to community-driven influence
·       Authenticity or bust: what really builds trust with Gen Z
·       Cultural immersion: how music, gaming, sport and social justice shape brand relevance
·       IRL moments: why brand activation still matters – when it’s done right

Winning Strategies for Drinks Brands

·       Healthier drinks that still deliver on flavour and fun
·       Global flavours, bold ideas: innovation that excites
·       Rethinking where and when we drink: from sofa serves to sober nights out
·       Who’s already doing it well – and what you can learn from them

And much, much more!

This isn’t just another trend report – it’s a practical roadmap for how drinks brands can successfully adapt to Gen Z’s evolving preferences, values, and behaviours.

OUR host:

Megan Keith – Creative Strategist, Wonderworks
Working at the intersection of culture, storytelling, and drinks branding, Megan helps drinks brands connect with Gen Z through bold ideas, fresh formats, and future-facing strategies. Before joining Wonderworks, Megan ran Stretch Social – her own social media agency focused on bringing together insight, energy, and a sharp eye on what’s next to help the drinks brands of today adapt and thrive.

OUR PANEL OF SPEAKERS:

Mary McMahon – Head of Insight, Media & Innovation, Heineken Ireland
Mary is an award-winning brand strategist and consumer trends expert with 17 years’ experience in Ireland and the US. At Heineken Ireland, she leads insight and innovation across a diverse portfolio of beer and cider brands, with a sharp focus on emerging behaviours, cultural shifts, and Gen Z drinking habits. With a proven track record in turning audience understanding into creative and commercial impact, she helps brands evolve in step with changing values and lifestyles. Mary’s work has been recognised with Gold and Silver ADFX Awards and an Effie shortlist in 2023.

Josh Rennie – Co-Founder, Whitebox Cocktails
Josh is the co-founder of Whitebox Cocktails, the premium RTD brand shaking up how and where people drink. With a background in hospitality and a passion for product design, he’s redefining convenience without compromising on flavour or experience. Josh brings first-hand experience of launching products that resonate with Gen Z’s evolving drinking habits.

Millie Gooch – Founder, Sober Girl Society
Millie Gooch is the founder of the Sober Girl Society, the UK’s largest online community for sober and sober-curious women. A leading voice in the mindful drinking movement, Millie has partnered with brands like ASOS, Microsoft, and Sainsbury’s, and delivered talks for the Ministry of Justice and Charlotte Tilbury. She’s the author of The Sober Girl Society Handbook and Booze-Less, and her viral TEDx talk has sparked conversation worldwide. With a Master’s in Mental Health & Addiction, Millie brings powerful insight into why Gen Z is drinking less – and how brands can stay relevant as drinking culture evolves.

Benjamin Black – Senior Digital Manager, C&C Group
Ben leads the digital strategy for brands like Tennent’s Lager and Bulmers at C&C Group, with a focus on performance, community, and culture. He’s crafted outstanding digital-first campaigns for FMCG heavyweights, blending insight with storytelling to drive real engagement. Ben is passionate about Gen Z’s media habits and how brands can connect in authentic, creative ways.

Daniel Rowntree – Consultant & Founder, High & Dry
Daniel is a serial entrepreneur and founder of High & Dry, a platform exploring the rise of the dry economy and the future of socialising. With over 20 years’ experience launching and scaling drinks brands like Big Hug Brewing and BrewLDN, he now helps ambitious founders move from firefighting to sustainable leadership. Daniel brings a unique perspective on how the drinks industry can evolve with Gen Z’s values – blending cultural insight, lived experience, and a mission to support purpose-led innovation.

If you're a brand manager, marketer, innovation lead, strategist, product developer, founder or creative working in drinks or beverage, looking to understand Gen Z’s consumption mindset and future-proof your brand for the next generation, this session is for you.

Join us!