Alcohol brands are shifting spending to brunch, daytime events as Gen Z drinks 'differently'

"Gen Z and younger millennials are generally drinking less than older generations and, when they do drink, are doing so more intentionally, prioritizing quality, flavor, and social context over quantity. That change is pushing bars and alcohol brands to design products for daytime moments, and reshaping how the industry defines a "drinking occasion.""

"Caroline Begley, US VP of Marketing for Absolut, told Business Insider that younger consumers are "drinking differently" and being very intentional about what they want to drink, with the "occasion, the mood, the vibe" playing a central role. "They are not just staying at home, they are going out, they're going to brunch, they're choosing different times of the day to drink.""

"Malibu is targeting a similar window. The brand's newly launched Malibu Pink - a 21% ABV guava-forward spirit - is positioned around what its brand director, Saragh Kileen, described as the "pre, pre-getting ready" moment."

Gen Z and younger millennials consume less alcohol than older generations but prioritize quality, flavor, and social context when they do drink. This shift toward mindful indulgence is fundamentally reshaping the beverage industry. Brands are reorienting their product launches and marketing strategies to target earlier social occasions such as brunches, festivals, and pre-dinner moments rather than traditional late-night bar scenes. Companies like Absolut and Malibu are developing new products specifically designed for daytime drinking occasions. Younger consumers are intentional about their choices, considering the occasion, mood, and vibe before selecting what to drink. This generational preference for daytime drinking extends beyond Gen Z, with broader consumer trends showing increased interest in earlier drinking occasions.

Read at Business Insider