More alcohol brands are ditching bubbles to win over Gen Z. News flash: Gen Z is still drinking! But compared to previous gens, many approach drinking alcohol with a “better-for-you” mindset, gravitating toward options that are lower-calorie, sugar-free, and perhaps most importantly, fizz-free. To some young drinkers, skipping carbonation means avoiding some of the less-fun side effects of bubbly alcohol (see: bloating and heartburn). And brands are taking notice: According to alcohol research firm IWSR, fizz-free beverages accounted for 38% of newly launched products in the U.S. market for premixed drinks last year, up 11% since 2021. Stateside Brands has been playing up their lack of bubbles in their marketing for Surfside, while Gallo (the company behind High Noon) launched Lucky One Lemonade last year to move beyond its “fizzy” reputation. With U.S. alcohol consumption at “a historic low,” this shift to “flat cocktails” might just be the way to appeal to the next gen of drinkers. (LA Times)
👀 Read more from YPulse: Are Gen Z Adults Really Not Drinking Anymore?
