This past week, the IWSR released survey data confirming that — contrary to popular belief — Generation Z is drinking just as much as older generations.
Slipping sales have affected many facets of the alcohol industry, and the perpetual narrative is that Gen Z is to blame. But this assumption speaks to a larger problem in the business at large: The industry is looking outward to justify the doom and gloom rather than taking responsibility for sales dips and finding ways to resonate with this new generation of drinkers. Zoomers are exploring alcoholic beverage options, but not necessarily the ones that most companies have expected them to. Brands need to start talking to people in the Gen Z age bracket to find out what they really want, change up their marketing tactics, and ultimately stop saying that the sky is falling when they haven’t even looked up yet.
On this episode of the “VinePair Podcast,” Adam, Joanna, and Zach discuss the recent survey data that shows that Gen Z is drinking at a rate roughly equivalent to older generations. Given that this validates what this podcast has been saying for years, some mild self-congratulating ensues, as does a conversation about how brands and categories need to ensure that they are marketing to Gen Z (and millennials) in ways that speak to them, instead of the same old, same old. Tune in for more.
Adam is drinking: Grasshopper at Gage and Tollner
Joanna is drinking: Manhattan
Zach is drinking: Cygnet Distillery 22 Gin
