In The Drum's Food & Drink Focus Week, Allied Global Marketing's Jonny Davis examines what liquor brands are doing to capture the attention of Gen Z, known as the driest of the generations.
To be more precise, there are 353 billion reasons. Already the world's spending power is 353 billion pounds. Brands are no longer waiting for this audience to mature. They are ready to spend.
Gen Z is abstaining from alcohol much more than previous generations. Therefore, to tap into that market, alcohol brands need to connect in new ways. Old methods don't work. Can an old dog learn new things?
It's a generation that prioritizes authenticity and compelling stories – values they expect brands to reflect. In response, alcohol brands are adapting their marketing and business strategies to further resonate with these somewhat elusive but progressive consumers.
Just like any other brand, alcohol brands need to cater to Gen Z. That means looking closely at what they bring to the table in three key areas: authenticity, social responsibility, and sustainability.
credibility
Avoiding “offensiveness” is essential to connecting with Gen Z (although I'm acutely aware that saying so may have done the exact opposite of what they intended).
Alcohol brands need to be themselves while living the values that Gen Z shares. That's all before we get into the details of how to display properly and properly on each unique channel.
The clear leader here is hard seltzer brand White Claw. Alcohol brands often operate in gendered spaces, reinforcing tired old gender stereotypes. This is not a problem for White Claw. Young hard seltzer consumers are evenly split between men and women, and White Claw accounts for more than half of seltzer sales. Women love it. Men love it.
And the brand has helped usher in a post-gender world where Millennials and Gen Z are increasingly comfortable with the idea of gender fluidity. Brands have consistently played an authentic role in this space. You can do that because it's authentic to your brand.
social responsibility
Gen Z is transforming the business environment in search of social responsibility. To truly connect with Gen Z audiences, alcohol brands certainly need to be authentic, but they also need to be authentic and experiential when communicating their values and beliefs.
French liqueur company Pernod Ricard hired a new chief executive officer for its North American division in 2020, Anne Mukherjee, but she herself was an unlikely choice for the top job at the alcohol distribution company. However, in an interview with Fast Company, she revealed their difficult relationship. Drinking, being assaulted by an inebriated man, and dealing with the death of his mother due to a drunk driver.
While many C-suite leaders may be reluctant to share such personal information, Mukherjee's experience has led to one of her first initiatives leading the company: consent to Absolut Vodka. campaign (launched on Valentine's Day). The campaign is related to Pernod's sustainability CSR strategy and is linked to the brand's values, as one of its initiatives under the “Responsible Hosting” pillar of combating alcohol misuse and promoting responsible drinking. emphasizes the responsibility of
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sustainability
Generation Z is the “sustainability generation.” Alcohol brands must get over greenwashing. This generation is too smart and too well researched to be fooled.
Sustainability programs must be practiced throughout the organization and should not be a marketing strategy. At Allied, we worked with Heineken to produce The Greener Bar at the Electric Picnic music festival. As a result, we use circular design and innovations in construction methods, materials and technology to reduce and minimize waste, water and waste, without compromising Heineken's iconic festival experience, service and entertainment. The result is a greener festival experience that does just that on a limited carbon budget. Energy use. The result is a genuine, authentic connection between the brand and the Gen Z audience.Brands really have to live Showcase their sustainable credentials and invite your audience to participate in the experience.
Getting these three core elements right is the foundation for building connections between alcohol brands and Gen Z audiences. Now all you have to do is tell your story in a compelling way through the right channels. It's easy?
For more on food, drink and the smartest ways to market them, check out our dedicated Focus Week hub.
