Beverage companies are working hard to win over Gen Z consumers—though they’ve certainly been perplexing brands with their preferences. Unlike Millennials, who indulged in soda and juice at young ages, Gen Z grew up hearing all about the dangers of sugary drinks and bringing their water bottles with them everywhere, and soda brands have struggled as a result. Because they’ve been raised during an era of heightened health-awareness, alternative beverage brands have had their moments in the spotlight, from La Croix to SodaStream. More recently, a new class of sodas like Olipop and Poppi have been on the rise, tapping into trends like keto diets, sleep aids, and gut health. Craft sodas are also becoming more popular in bars and restaurants as young people seek out non-alcoholic options. But beyond health remedies, Gen Z is looking to beverages as indulgent self-care tactics. Dubbed “little treats,” these drinks—ranging from overpriced smoothies to specialty lattes — offer small moments of joy and escapism from the pressures of everyday life. In other...
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