The beverage industry is constantly evolving, with new trends and innovations shaping the way we drink and experience drinks. One such trend that is gaining momentum is the shift towards experiential imbibing, particularly among Gen Z consumers. According to a recent annual spirits survey conducted by Bacardi, Gen Z consumers are more interested in experiencing special events through beverage consumption rather than just drinking a beverage.
The survey found that 8 in 10 Gen Z consumers are willing to pay more for in-person events that include beverage consumption, with 34% interested in trying new cocktails. Additionally, 72% of those surveyed prioritize multi-sensory experiences when choosing drinks. This shift towards experiential imbibing is driven by the rise in ticket sales for exclusive sporting events among Gen Z, where attendees can purchase specialty cocktails.
One prime example highlighted in the report is the U.S. Open, where attendees can order the Honey Deuce cocktail, made with vodka, liqueur, and melon. These unique offerings are often shared and promoted on social media, further adding to the experience. The trend also extends to at-home consumption, with 25% of consumers indicating that sports are their main reason for drinking at home.
Jacob Briars, global advocacy director at Bacardi, stated, “Cocktails are increasingly everywhere – from sports events to stadiums to top restaurants and beyond – because they offer the storytelling and experience that consumers are seeking out.” The report also highlights the influence of culinary flavors like umami on trendy drinks, especially as consumers make more cocktails at home.
The report notes the growing interest in agave-based spirits like tequila and mezcal, with 72% and 66% of consumers showing interest, respectively. This heightened interest is attributed to young drinkers valuing the craftsmanship of cocktail creation. Briars also mentioned that Gen Z consumers are more knowledgeable about specialty alcohol thanks to the internet, skipping the traditional “spirit and mixer” phase and going straight for craft cocktails.
In addition to the trend towards experiential imbibing, there are also new developments in the ready-to-drink category, particularly in the realm of THC-infused beverages. Comedy actor Seth Rogen’s cannabis lifestyle brand, Houseplant, has introduced a line of sparkling waters infused with 3 milligrams of hemp-derived THC per can. These zero sugar, zero calorie beverages come in four flavors and are designed for consumers looking for a different way to consume THC.
Houseplant’s sparkling waters are available on their website and at select Total Wine & More locations. This launch marks Houseplant’s continued expansion into the beverage space, following a collaboration with Cometeer on coffee pods inspired by contemporary cannabis culture. The growth in hemp-derived THC beverages comes at a time when federal legislation prohibits the sale of cannabis-infused drinks, leading to the emergence of new products in the market.
Overall, the beverage industry is evolving to cater to changing consumer preferences and experiences. From experiential imbibing to innovative THC-infused beverages, there is no shortage of excitement and creativity in the world of drinks. As Gen Z continues to drive trends and seek unique experiences, the future of the beverage industry looks bright and full of possibilities.
