From Cocktails to Conscious Consumption: Gen Z’s Influence on the Spirits Industry
As the spirits industry looks towards the future, one demographic group holds significant sway over its direction – Generation Z. Born between the mid-1990s and early 2010s, this younger generation is rapidly coming of legal drinking age and is poised to make a remarkable impact on the spirits industry. With values, preferences, and consumption habits that differ from their predecessors, Gen Z is reshaping the landscape of spirits and challenging distillers (and other craft beverage makers) to adapt and embrace change.