Business of Drinks 12: New Research On Millennial and Gen Z Drinks Preferences - Business of Drinks
This is an exciting episode! We’ve just launched a major, national study into the drinking preferences of Millennials and Gen Zs. Here, we reveal the results of that report, from how much these audiences spend on wine, to their evolving relationships with soft drinks, canned cocktails, and spirits. More importantly, we have fresh insights into why Millennials and Gen Zs make the drink choices they do.
This is groundbreaking research that answers the key questions that are currently gripping the beverage alcohol industry — from why wine consumption is falling to what younger audiences think about alcohol and health.
Five things we discuss:
Why soft drinks are so important to Gen Z and what they say about how the social norms around drinking are changing.
The two top wine regions for Millennials and Gen Z — what’s the appeal?
What makes Millennials and Gen Z choose one drink, or one brand, over another?
How are demographic changes impacting the alcohol market — and what are the implications for marketers?
What are the biggest influences shaping what Millennials and Gen Zs buy and drink?
We partnered on the study with Roger Brooks, founder of Research and Marketing Strategies, a market research consultancy to organizations in technology and alcohol. Join us — Roger, Erica and Felicity — as we take a deep dive into the findings and emerge with answers and opportunities for people working in the drinks industry — from wine, beer and spirits to soft drinks and seltzers.
If you work in drinks and you only listen to one podcast this year, make it this one. Because by the end of the episode, you’ll have the answer to this big question: Where have all the younger drinkers gone?
The report is available for purchase and download at Research & Markets: https://www.researchandmarkets.com/reports/5892638/millennials-gen-z-comprehensive-study-alcohol
Stay tuned for our next episode dropping on November 1, 2023.
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Business of Drinks is more than a podcast — we’re also a strategic content consultancy for drinks brands and platforms. Learn more about us at Businessofdrinks.com
About Erica Duecy, host:
Erica Duecy is co-founder of Business of Drinks, a podcast and content consultancy, and one of the drinks industry’s most accomplished digital and content strategists. She has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies. She also has led digital editorial teams at Architectural Digest and Saveur magazines. Her content, podcast, and video programs have won more than 40 digital and editorial awards. She is a WSET Level 3-certified wine communicator, wine judge, and author of the cocktail book Storied Sips.
To learn more about Erica Duecy:
https://www.instagram.com/ericaduecy/
https://www.linkedin.com/in/erica-duecy-4a35844/
https://twitter.com/ericaduecy
About Felicity Carter, host:
Felicity Carter is co-founder of Business of Drinks, a podcast and content consultancy. Also the Editorial Director of Areni Global, the London-based fine wine think tank, she was previously Editor-in-Chief of Meininger’s Wine Business International, a trade magazine she built into a global must-read, with subscribers in 38 countries. She is a regular media commentator, appearing on platforms as diverse as CNN, France24 and the New York Times. Felicity is an international wine judge as well as a regular keynote speaker at the wine industry’s biggest conferences and events.
To learn more about Felicity Carter:
https://twitter.com/felicitycarter