perfect option for community-first activities and social gatherings, something that we know is extremely important to this generation,” says Needham.“ According to Bacardi’ s recent Cocktail Trends Report, some 85 % of consumers say they wish they had more time to spend with the people they care about. For Gen Z, that means festivals, sporting events, etc. RTDs offer the convenience of a perfectly mixed cocktail.”
“ The RTD boom might have accelerated during the pandemic, but its staying power is rooted in convenience and consistency, both of which Gen Z prioritizes,” Needham adds.“ When Tequila Cazadores launched our RTD line in 2021, there weren’ t many high-quality canned cocktails made with real tequila. Today, the category is crowded, but that reinforces how foundational it’ s become to younger consumers’ drinking habits.”
Helping fuel the booms of RTD and nonalc is an improvement in the quality and flavors of both categories. This is especially important for Gen Zers.
“ We expect flavor exploration to remain a powerful entry point for Gen Z,” says Needham.“ This generation is curious and open, but still values balance and quality, which is pushing the industry to think differently about how flavor, format and occasion come together in a way that feels intentional rather than excessive. Ready-to-drink cocktails will continue to play an important role in that evolution, offering an accessible, high-quality way for Gen Z to explore new flavors in formats that fit naturally into their social lives.”
Adds Cohn, of Lucas Bols,“ Gen Z is highly flavor-driven, which is why premium non-alcoholic spirits built with real craftsmanship are gaining traction.”
Another category buoyed by recent improvements in quality and flavor is THC drinks, another Gen Z favorite. This has helped increase the foot traffic and sales for younger consumers in liquor stores.
“ Shoppers are shifting to buying both THC Drinks and bev alc, and those who purchased both THC and bev alc on average spent 2.5 times on bev alc, which is creating a small but valuable consumer segment,” says Poelma.
WHAT CAN LIQUOR STORES DO?
Effectively stocking products like THC beverages and other categories preferred by Gen Z is a simple way to attract these key customers.
“ Liquor stores win Gen Z by normalizing non-alcoholic wines and spirits rather than treating them as a niche,” says Cohn.“ Clear merchandising around flavor, cocktail usage and occasion, especially familiar drinks like spritzes or margaritas, certainly helps drive trial. For this generation, discovery and experience matter more than abstinence messaging.”
To drive discovery and experience, consider in-store tastings, classes and other education opportunities.
“ Curiosity about origin, production, and value( craft, local, premium) drives purchase decisions,” says Poelma.“ Provide approachable, bite-sized learning( tastings, digital content, in-store guides) to demystify wine and spirits to build confidence. Highlight transparency( origin, production, sustainability) and offer formats that feel accessible( smaller bottles, RTD wine spritzers).
“ Use social media, creators and experiential activations to make [ alcohol categories ] relatable,” he adds.“ Storytelling around heritage, craft and authenticity can bridge the gap between education and emotional connection.”
Leaning into social media remains important.
“ Eye-catching, bold, and social media-friendly packaging resonates with Gen Z’ s desire for products that stand out and feel shareable,” Poelma says.
Another tip recommended is the age-old strategy: liquid to lips.
“ Off-premise locations that allow for product trials and offer new and exciting non-alcoholic options will be better positioned to attract Gen Z consumers,” says Weiland.
Of course, Gen Z will not stay in their 20s forever. As with all generations, their tastes will expand and evolve as they grow older and make more money.
“ Gen Z approaches alcohol as a conscious, situational choice rather than a default. They are gravitating toward moderation, favoring RTDs, lower-ABV options, and premium products they buy less frequently."
– Justin Pincus, managing director of QuestBrand
The industry should“ track how Gen Z’ s preferences evolve as income levels grow and [ they ] become more financially independent, host more at-home occasions and shift from im-pulse RTDs toward more intentional categories,” says Poelma.“ Also, observe how their behavior changes once they move out of their parent’ s homes and start building families of their own.”
This all points to a future further defined by our youngest consumers.
“ Gen Z may not yet dominate overall spending, but QuestBrand Movers consistently shows they act as a leading indicator for where brands and categories are headed,” says Pincus.“ What resonates with Gen Z today often becomes mainstream a year or two later. The real story is not just how much this generation is buying now, but how quickly they can elevate or sideline brands based on cultural relevance alone.” • www. beveragedynamics. com Spring 2026 • Beverage Dynamics 15