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The new generation of consumers is both challenging and exciting so brands will have to explore new strategies to win them over. This means capitalising on the three major themes which define their drinking behavior: a pragmatism which means drinks will have to compete on mental and physical benefits as much as price and taste; a desire for uniqueness which threatens big brand longevity; and a more global mindset which will allow drinks brands to explore more adventurous flavour opportunities.

Download this presentation to discover:

  • How the iGen drinking behaviour differs from previous generations
  • What are the features the young consumers value in a brand
  • Which strategies can brands use to tap into the young consumers’ global mindset

Meet our analyst

Jonny Forsyth
Associate Director Mintel Food & Drink

Jonny monitors and engages with latest innovations and market developments in all alcohol and coffee categories. He is regularly called upon by both national and international media to provide commentary and analysis on market and consumer trends. He brings ten years of experience working in the marketing industry, with roles at Starcom Mediavest, AB-Inbev, and Trinity Mirror.