The Modern Retail Podcast Prime Day takeaways, the end of Rite Aid, and Gen Z’s changing drinking habits
Oct 11, 2025
In this discussion, industry leaders Alex Tomlin from Bacardi North America and Zach Poelma from Southern Glazer's Wine & Spirits dive into the evolving drinking habits of Gen Z. Alex highlights how this demographic emphasizes mindfulness and is urging the alcohol industry towards healthier options, leading to a rise in spritzes and low-ABV drinks. Zach adds insights on premiumization trends, explaining how consumers are trading up in quality without increasing their consumption frequency. Social media's influence on drink trends also gets a spotlight!
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Gen Z Chooses Intentional Drinking
- Gen Z drinks differently rather than abstaining, prioritizing intentionality and experience.
- They value inclusivity, quality and culturally relevant experiences over quantity.
Premiumization Keeps Revenue Growing
- Volume is near 2019 levels while dollar value is up ~13-14%, showing premiumization.
- Consumers drink fewer occasions but pay more for higher-priced spirits like tequila.
Brunch Fuels The Spritz Boom
- Daytime occasions like brunch have surged and favor lower-ABV drinks such as spritzes.
- Spritzes match moderation, social moments and Instagram-friendly presentation.