Gen Z Consumers Driving Trends In RTDs, Wine, Beer

Gen Z consumers, defined as those from 21 to 26 years of age, are becoming catalysts for the latest trends across beverage alcohol. According to Circana (formerly IRI), Gen Z’s influence is especially apparent in the RTD, wine, and beer categories.

RTDs, among the hottest areas of the drinks market, remain popular across all age groups and household incomes, Circana notes. Despite a slight softening in sales lately, the RTD category has “more than tripled since 2018, reaching $10.3 billion in sales in 2023.” Within the category, Gen Z consumers have been drawn to cocktails with higher alcohol-by-volume content, made by recognizable brands, with packaging suitable for diverse occasions.

Circana also notes ongoing premiumization in both beer and wine. Gen Z drinkers are gravitating to sparkling wines and fruitier, sweeter profiles. In beer, the convenience channel is performing strongly, with the 21-26 age group favoring flavored beer alternatives, Mexican imports, and economy brands.—Daniel Marsteller

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