Summer 2024 Bev Alc Trends:
What’s Hot Among LDA Gen Z and Millennials?
3 Things to Know…
1. The top brands among younger LDA consumers may surprise you...
Imports dominate the Beer category, with Guinness leading the way.
Hot or Not Results: Top 5 Beer Brands
(Among Past Month Beer Drinkers)
%
Hot score (% Hot - % Not)
- Hot 🌶️ 61%
- Not ❌ 35%
- Unaware 4%
%
Hot Score (% Hot - % Not)
- Hot 🌶️ 60%
- Not ❌ 37%
- Unaware 3%
%
Hot Score (% Hot - % Not)
- Hot 🌶️ 54%
- Not ❌ 35%
- Unaware 11%
%
Hot Score (% Hot - % Not)
- Hot 🌶️ 51%
- Not ❌ 40%
- Unaware 9%
%
Hot Score (% Hot - % Not)
- Hot 🌶️ 53%
- Not ❌ 44%
- Unaware 3%
Other Brands / Products Evaluated: Michelob Ultra, Heineken, Samuel Adams, Modelo Chelada, Coors Light, Miller Lite, Bud Light, Lagunitas, Dogfish Head, Modelo Oro, Samuel Adams Just the Haze, Corona 0.0, Heineken 0.0, Tecate, Miller Extra Lite, Coors Edge, Budweiser Zero, Amstel, Bud Select 55, O’Doul’s
One thing’s clear – clear liquids will win the Summer among Gen Z and Millennials (pun intended 😜) – and young consumers will be reaching for established spirits brands more often than new entrants.
Hot or Not Results: Top 5 Spirits Brands
(Among Past Month Spirits Drinkers)
%
Hot Score (% Hot - % Not)
- Hot 🌶️ 77%
- Not ❌ 18%
- Unaware 5%
%
Hot Score (% Hot - % Not)
- Hot 🌶️ 74%
- Not ❌ 21%
- Unaware 5%
%
Hot Score (% Hot - % Not)
- Hot 🌶️ 68%
- Not ❌ 28%
- Unaware 4%
%
Hot Score (% Hot - % Not)
- Hot 🌶️ 68%
- Not ❌ 30%
- Unaware 2%
%
Hot Score (% Hot - % Not)
- Hot 🌶️ 63%
- Not ❌ 26%
- Unaware 11%
Other Brands / Products Evaluated: Jack Daniels, Crown Royal, Jameson, Smirnoff, Absolut, Malibu, Maker’s Mark, Captain Morgan, Fireball, Casamigos, Svedka Vodka, Ciroc, Ketel One, Jim Beam, Buffalo Trace Whiskey/Bourbon, Johnnie Walker, Jägermeister, Woodford Reserve, Knob Creek, Bulleit, Hornitos, Herradura Tequila, Southern Comfort, Clase Azul, Casa Noble Tequila, El Jimador, Effen
Seltzers are an interesting mix (pun intended again 😜😜) – White Claw and Truly continue to lead the way, but Twisted Tea, High Noon, and Simply Spiked are new entrants to the top 5, replacing brands like Smirnoff Seltzer and Bud Light Seltzer from our study two Summers ago.
Hot or Not Results: Top 5 Seltzer / Malt Beverage / Canned Cocktails
(Among Past Month Seltzer/Malt Beverage/Canned Cocktail Drinkers)
%
Hot Score (% Hot - % Not)
- Hot 🌶️ 77%
- Not ❌ 20%
- Unaware 3%
%
Hot Score (% Hot - % Not)
- Hot 🌶️ 71%
- Not ❌ 19%
- Unaware 9%
%
Hot Score (% Hot - % Not)
- Hot 🌶️ 71%
- Not ❌ 24%
- Unaware 4%
%
Hot Score (% Hot - % Not)
- Hot 🌶️ 60%
- Not ❌ 19%
- Unaware 21%
%
Hot Score (% Hot - % Not)
- Hot 🌶️ 59%
- Not ❌ 20%
- Unaware 21%
Other Brands / Products Evaluated: Mike’s Hard, Mike’s Harder, White Claw Tequila Smash, Smirnoff Seltzer, Jack Daniel’s and Coca-Cola Canned Cocktail, Angry Orchard, Bacardi Ready-to-Drink Cocktails, Topo Chico Hard Seltzer, Arnold Palmer Spiked, Corona Hard Seltzer, On the Rocks, Vizzy Hard Seltzer, Cutwater Canned Cocktails, Bud Light Seltzer, Cayman Jack, White Claw 0%, Martini & Rossi Frozen Cocktails, Corona Refresca, Barefoot Spritzer, Michelob Ultra Seltzer, Coors Seltzer, Fresca Mixed, Hoop Tea Spiked Iced Tea, Canadian Club & Ginger Ale, Lagunitas Hoppy Refresher, Daily’s Cocktails, Spindrift Spiked, Strongbow, Fishers Island Lemonade, VIBE, Sipsmith Classic London Dry Gin & Tonic, Breezer Alcopop, The Beast Unleashed, MXD Cocktail Co., Happy Thursday, BON V!V Hard Seltzer, El Jimador New Mix, Sun Cruiser, BEV, Nasty Beast, Hoplark, Up or Over, General Admission, VMC
2. When it comes to cocktail and flavor trends, LDA Gen Z and Millennials will keep it classic and fruity this Summer.
Classic cocktails (like Old Fashioneds and Martinis) and elevated versions of these drinks (like Espresso Martini) will be reached for most often by Gen Z and Millennials – even more so than Brunch, Frozen and CBD cocktails.
Interestingly, mocktails did not make the top 5 this year, suggesting this type of cocktail might be a trend of the past.
Hot or Not Results: Top 5 Cocktails
(Among Past Month Alcoholic Beverage Drinkers)
Cocktails
%
Hot Score (% Hot - % Not)
- Hot 🌶️ 75%
- Not ❌ 22%
- Unaware 3%
%
Hot Score (% Hot - % Not)
- Hot 🌶️ 71%
- Not ❌ 22%
- Unaware 7%
Morning/Brunch Cocktails
%
Hot Score (% Hot - % Not)
- Hot 🌶️ 72%
- Not ❌ 24%
- Unaware 4%
Cocktails
%
Hot Score (% Hot - % Not)
- Hot 🌶️ 66%
- Not ❌ 32%
- Unaware 2%
CBD Infused Cocktails
%
Hot Score (% Hot - % Not)
- Hot 🌶️ 60%
- Not ❌ 27%
- Unaware 13%
Other Cocktails Evaluated: Mocktails, Sustainable Cocktails, Spritz Cocktails, Low-ABV Cocktails
Citrus, berry, and tropical flavors will be the most universally appealing flavors in Summer 2024. Coffee/espresso and botanical flavors are more niche, but still crack the top 5.
Hot or Not Results: Top 5 Flavors
(Among Past Month Alcoholic Beverage Drinkers)
Citrus
%
Hot Score (% Hot - % Not)
- Hot 🌶️ 81%
- Not ❌ 17%
- Unaware 2%
Berries
%
Hot Score (% Hot - % Not)
- Hot 🌶️ 80%
- Not ❌ 19%
- Unaware 1%
Tropical
%
Hot Score (% Hot - % Not)
- Hot 🌶️ 79%
- Not ❌ 19%
- Unaware 2%
Coffee/espresso
%
Hot Score (% Hot - % Not)
- Hot 🌶️ 70%
- Not ❌ 28%
- Unaware 2%
Botanicals
%
Hot Score (% Hot - % Not)
- Hot 🌶️ 62%
- Not ❌ 30%
- Unaware 7%
Other Flavors Evaluated: Watermelon, Hot & Spicy, Spiced, Herbal, Matcha, Yuzu
3. So, what's the next 'big thing' in Bev Alc? We asked, and here's what Gen Z and Millennials had to say...
1 part spirit, 1 part nostalgia. Many consumers predict brand collaborations that incorporate beloved products from their childhood are the next 'big thing' in Bev Alc.
“Candy flavored drinks, like Skittles or Starburst, would unlock a bit of nostalgia for me.”
“Oreo and Irish Cream.”
“A Capri Sun + Grey Goose pre-mixed cocktail would be incredible.”
“They should definitely make more of the “throwback” kids drinks into adult beverages, like ‘Capri Sun Hard’ or something like that.”
“Spiked Capri Sun, or Capri Sun-style juice pouches would be super fun…nostalgia for someone like me who is just out of college.”
“Kool Aid should make a drink, I would love to try that.”
Is there a doctor in the house? Gen Z and Millennials told us they are expecting Dr. Pepper to introduce a Bev Alc collaboration soon.
“Dr. Pepper plus Jack Daniels.”
“Dr. Pepper and Crown Royal, maybe? Something with Dr. Pepper for sure.”
“I think Dr. Pepper is going to drop something soon…”
Starbucks, Starbucks, Starbucks.
“Spiked Starbucks – duh.”
“Starbucks and Suntory Whiskey.”
“Starbucks pumpkin spice liqueur.”
“Starbucks spiked refreshers!!”
In addition to the collaborations listed above, some Gen Z and Millennials continue to show interest in the sober curious movement.
“I definitely like the idea of reducing alcohol intake. I feel too many of our traditions and social activities revolve around alcohol. I wish we had a society where we encouraged health and wellness. Celebrating should give more life, not harm the body.”
“I’ve just decided for health reasons to cut down on my drinking. I guess this would translate to being “sober curious”. I enjoy that I feel healthier, but I still get to indulge every once in awhile and enjoy myself. I think I’ll eventually be fully sober but for right now “sober curious” suits me well.”
A word on our approach
This was our third time conducting the Summer Bev Alc Trends research (previous instances: 2021 and 2022). The study utilized our award-winning Rival Tech conversational research platform, which facilitated our connecting with LDA Gen Z and Millennials in mobile messaging networks, where we collected quant, qual and video/photo feedback in one seamless survey (approx. 12-minute LOI). For questions about this methodology or the findings, please contact Jonathan Dore at jon@reach3insights.com.
Who we chatted with: N=1000 U.S. Adults (ages 21-42), who are bev alc drinkers
Field dates: May 22, 2024 – June 3, 2024
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