Stop guessing what Gen Z wants from craft beer and the alcohol beverage industry. This research presentation shares findings from a nationally representative study of 794 Gen Z consumers (ages 21-28), revealing how three distinct segments approach alcohol: current drinkers (72.2%), former drinkers (15.7%), and abstainers (12.1%).

We explore the knowledge-adoption gap that’s impacting both non-alcohol (NA) beverage sales and overall alcohol consumption, hear what Gen Z workers in the alcohol beverage industry see but can’t implement, and understand the wellness priorities reshaping consumption patterns that most breweries and beverage businesses haven’t acknowledged. Key insights include the price paradox killing NA adoption (“Why am I paying for expensive juice?”), strategies to convert the 27.8% who don’t drink into profitable customers, and what’s driving even current drinkers to reduce their consumption and/or choose alternatives. Learn what actually influences Gen Z beverage decisions versus what the industry assumes.

This session delivers actionable insights for operations of all sizes, from single taprooms to regional producers. The presentation focuses on memorable qualitative findings backed by quantitative data, with Q&A time to address your specific challenges. Whether you’re trying to understand substitution threats, capture non-drinking dollars, or retain your current Gen Z customers who are drinking less, you’ll leave with practical strategies based on what Gen Z actually told us—not what we think they want.

Learning Objectives:

• Understand Gen Z’s three drinking segments and create strategies for current drinkers, former drinkers, and never-drinkers based on their distinct motivations
• Recognize the industry disconnect between what Gen Z wants and what breweries deliver, especially why NA options fail despite consumer interest
• Convert non-drinkers into profitable customers through inclusive experiences, fair NA pricing, and wellness-focused offerings that generate revenue without alcohol
• Respond to declining consumption among current drinkers by shifting from volume-focused to experience-focused business models
• Leave with actionable solutions for your operation, whether you’re running a single taproom or regional brewery