Despite reports that Gen Z is drinking less than previous generations, spirits brands see opportunities, particularly through gin and cocktails.
Gen Z, born between 1997 and 2012, drinks less frequently due to delayed alcohol exposure and diverse lifestyles. However, when they drink, it is social, enthusiastic and experimental. Giles Hedger, Diageo’s global consumer planning director, says, “Gen Z love spirits. They also love experimentation and exploration.”
Cocktails and RTDs lead the way
GlobalData research shows Gen Z under-indexes in high-volume categories like beer but over-indexes in cocktails, liqueurs, aperitifs and ready-to-drink (RTD) products. Cocktails appeal because of personalization, variety and creative presentation. David Harris, GlobalData’s alcoholic beverages director, notes growing interest in fruit-forward cocktails, mocktails and canned long drinks. RTDs provide an accessible entry point for younger consumers. Furthermore, hard seltzers demonstrated that convenience, flavor and experience drive engagement.
Gin remains a top choice
Gin has slightly declined compared to its millennial peak but remains popular among Gen Z. Diageo research places gin alongside vodka and tequila as top choices. Its versatility in cocktails, especially gin and tonics, keeps it relevant in bars and RTD markets. Brands also introduce small-format bottles and miniatures to make premium gin accessible.
Where Gen Z drinks matters
Bars, festivals and ‘third spaces’ like outdoor events remain key venues, while at-home and on-trade drinking is more measured. Brands like Absolut leverage music festivals to connect with Gen Z, emphasizing creativity and self-expression. Targeting a ‘young mindset,’ rather than a strict age group, is also effective.
With cocktails, RTDs and accessible luxury, gin and tonic is positioned to capture Gen Z’s attention. While their drinking patterns differ today, spirits brands remain confident this cohort will stay a key audience for innovation, experimentation and premium experiences.
