How is Gen Z reshaping the world of spirits and liqueurs?
Black Swan have dropped a new report on how Gen Z is reshaping the world of spirits and liqueurs and it’s not what the category’s been preparing for.
Shots are out. Savoury is in. And gut health? That’s the new luxury.
This isn’t a moderation trend. It’s a mindset shift, one where Gen Z is drinking with purpose, curating every cocktail for the moment, the mood, and the message it sends.
In this report, Black Swan decodes the key drivers of change that matter most. From bloating backlash and bubble-free RTDs to the rise of smoky, globally rooted flavour. Their predictive analytics surface what’s next, straight from millions of real conversations.
And Mintel’s own insight backs it up: Gen Z is seeking bold flavour, format innovation, and authenticity — always through the lens of personal identity, pop culture, and mindful consumption.
Inside, you’ll uncover:
- Why ‘clean’ drinks are no longer just sugar-free — they’re gut-first
- How savoury, spiced and smoked are becoming the new signals of sophistication
- What’s driving Gen Z toward spirits with story, substance and sustainability
- Where smart brands are gaining ground by doing less — but better
This isn’t a trend deck. It’s your Innovation roadmap.
Download the report now!
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