Generation Z: Insights Into the New Gen of Drinkers

Generation Z now makes up legal-drinking-age consumers between 21-24, and their formative years have been shaped by 9/11, an encompassing digital world, a pandemic and more. Kunkle and Rose said these events have crafted Gen Z’s unique perspectives, which in turn have shaped what they want as both consumers and employees. 

“What we're likely to see is Gen Z continuing to hold up the microscope on brands, or ask the question, ‘What have you done for me lately?’” Rose said. "We're seeing a generation that – not just from a workplace standpoint, but from a consumption standpoint – is going to be trying to align with brands that’s values are quite similar to their own.”