1. Insights & Analysis

Why Gen Z Isn’t Drinking Your Beer (And What You Can Do About It)

Read Time: 6 minutes
Link to article Woman serving beer over bar to empty bar seats.
Link to author biography
Staff Economist

Matt Gacioch (he/him), staff economist for the Brewers Association, helps members make sense of the data that enable their businesses to thrive. He brings experience from market analytics, brewery operations, and consulting, along with an MBA, MS, and BS from the University of Michigan. Follow him on Instagram @craft_econ

See Matt Gacioch's Articles

Gen Z is transforming the alcohol market, spending less overall yet shaping trends with their unique preferences. They seek authenticity, moderation, and flavors that go beyond craft beer stereotypes, while rejecting messaging that feels forced or outdated.

Please log in to view this resource. Not a member? Join Now

Log In
Members Only Content

Get access to this article, and every article, the BA forum, and every technical resource with a Brewers Association membership.

Log In Not a Member? Join Now

Resource Hub:

Marketing & Social MediaStatistics & TrendsBusiness