Scroll through TikTok, and you’ll see it more times than you can count: Gen Z sipping on a “little treat.” Instead of cigarette breaks, they’re taking “Diet Coke” breaks; instead of expensive spa days, they’re splurging on Erewhon smoothies or their go-to Dunkin’ order (a.k.a. their “daily Dunkies”). YPulse has said before that for Gen Z, food and drinks are the new luxury. When everything is expensive, that $6 drink can still feel like an affordable way for Gen Z to treat themselves. But now, Gen Z’s little treat culture has evolved into what YPulse calls Gen Z’s “Bevolution.” Many young consumers are now gravitating toward colorful, fruit-forward, and of course TikTok-worthy sips to satisfy their craving. This behavior has helped fuel the rise of drink-focused restaurants like Dutch Bros, 7 Brew, and Swig, whose customizable beverages have turned into a whole content category on TikTok. Many fast-food brands have taken notice and are now betting that the right drink on the menu could be the reason Gen Z...
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