Alcohol brands are keenly eyeing Gen Z, not just for their trendsetting ways but for their hefty £353B global spending power. These brands are getting ahead of the curve, no longer waiting for Gen Z to mature. They're ready to spend, and they spend differently, showing less interest in alcohol than previous generations. This poses a unique challenge: Can traditional alcohol marketing charm this new, value-driven crowd?

The old playbook won't cut it

Gen Z craves authenticity and stories that resonate, pushing brands to rethink their approach. White Claw is leading the pack by shattering gender norms and appealing equally across the board, proving that authenticity can win over this elusive market.

But it's not just about being real. Gen Z wants brands that walk the talk, especially on social responsibility. Take Pernod Ricard's bold move with Absolut Vodka, launching a consent campaign that speaks directly to Gen Z's ethical standards. It's a powerful example of a brand aligning its values with its audience, going beyond mere lip service.

Sustainability is another non-negotiable for Gen Z, dubbed the "sustainability generation". They're savvy and demand more than greenwashing. Heineken's Greener Bar initiative is a case in point, delivering a low carbon impact festival bar that doesn't skimp on the experience, showing that sustainability and enjoyment can go hand in hand.

It's time to learn some new tricks

In essence, connecting with Gen Z isn't just about slapping on a new label or launching a flashy campaign. It's about embodying the values of authenticity, social responsibility, and sustainability in every facet of the brand. For alcohol brands, it's time to learn some new tricks if they hope to engage this discerning generation. Want to learn more about how we help brands effectively connect with Gen Z? Get in touch.

An expanded version of this post previously appeared in The Drum. To read the full article, click here.