ucts digitally before they ever step into a store, so engaging the right social and online touchpoints can help drive foot traffic,” says Needham.

Data collected by Southern Glazer’ s supports this hypothesis. Gen Z is“ 62 % more likely to buy products advertised on social media, 84 % more likely to be influenced by creators, 50 % more likely to engage directly with brands online,” reports Poelma.“ Gen Z’ s purchase decisions are heavily shaped by digital influence, so liquor stores can leverage this by spotlighting trending brands, collaborating with local influencers and creating in-store experiences that are‘ Instagrammable’ and share-worthy.”

Part of the appeal of social media marketing is that it does not come off as commercial advertising. Gen Z is repelled by traditional ads, and responds better to content, brands and products that reflect authenticity.

“ QuestBrand by The Harris Poll shows they are intentional shoppers who move quickly toward brands that feel culturally relevant and authentic, and just as quickly away from those that do not,” says Pincus.“ They are less loyal, more experimental, and far more willing to trade brands based on price, values or relevance. In many ways, Gen

Z is buying with purpose, not routine.

“ Gen Z choices are mainly driven by brand values, flavor, convenience, experiences and are highly influenced by social media.”

– Zach Poelma, SVP of Supplier Strategy & Insights at Southern Glazers

WHAT DOES GEN Z DRINK?

Given all these cultural and generational factors, what exactly is Gen Z drinking?

“ Gen Z drinks across many categories( spirits, wine, beer, non-alcoholic), favoring convenient, flavorful, low / non-alc options like RTDs, hard seltzers, kombucha and functional drinks( adaptogens, caffeine), showing category promiscuity unlike older generations loyal to specific drinks( whiskey, craft beer),” says Poelma of Southern Glazer’ s.“ They balance this with wellness trends, seeking healthier choices, mindful drinking( lowcal / sugar, non-alc), but also engage in spirits and partying, driving innovation in spirits and non-alcoholic alternatives, reflecting a desire for authenticity and personalized experiences over traditional brand loyalty.”

“ Gen Z choices are mainly driven by brand values, flavor, convenience, experiences and are highly influenced by social media,” he adds.

RTDs and nonalcoholic products stand out as the most linked with Gen Z. Both categories continue to proliferate into the mainstream.

“ As non-alcoholic options become standard on menus and shelves, the category is shifting from experimentation to normalization,” says Cohn.“ We see this firsthand across a broad range of on-premise accounts— from concert venues and nightclubs to premium dining outlets like steakhouses— where non-alcoholic aperitivo-style serves such as Fluère Spritz or Pallini Limonzero Spritz are increasingly treated as core menu offerings, not alternatives.”

Expect further normalization of nonalc in 2026.

“ The growth in NA beer has been steady and sustained, suggesting this is becoming a more established and long-term trend,” says Weiland.“ As the movement for more balance and moderation evolves, consumer preferences may shift, but we think having a non-alcoholic option will become a standard practice.”

“ Given that 43 % of Gen Z says that they are more likely to try a new drink product if it is marketed to align with the sober curious lifestyle, we expect even greater competition in the category,” he adds.

As for RTDs,“ The portability and convenience of RTDs makes them the

14 Beverage Dynamics • Spring 2026 www. beveragedynamics. com