Gen Z is bringing day drinking back in their own way as they move social drinking earlier. YPulse has reported many, many times that Gen Z’s sober curiosity is changing drinking culture. This gen is certainly approaching drinking with more intentionality—drinking less, making alcohol-free experiences and products a norm, and even shifting what nightlife looks like by choosing to stay home over hitting bars and clubs. But apparently, they’re also making day drinking a trend that the industry is paying attention to, in what BI has dubbed “the daycap economy.” With late night bar hopping less popular, brunches, festivals, and early dinners are the “drinking occasions” that brands are releasing products around. Absolut’s collab with Tabasco was aimed at brunch culture, Malibu’s new drink is targeting “pre, pre-getting ready” time with friends, and ready-to-drink cocktail brand On the Rocks reports that consumption is moving from bars to casual gatherings at home. Just like we said in our POV: Gen Z Is Hosting trend report! (Business Insider)
👀 Read more from YPulse: How Gen Z Spends a Fun Night with Friends
