This seminar will present insights into how the alcohol beverage market will evolve as Gen Z becomes increasingly important, and how brewers’ strategies and tactics must evolve to take maximum advantage of this. As the foundation, the speaker will present and analyze data from the 2022 Kantar MONITOR, the longest-running study of Americans’ attitudes, values, and behavior.

Learning Objectives:

• Understand what really makes Gen Z tick and why they are the way they are Get to know Gen Z's role in the ongoing evolution of the alcohol beverage business Discuss what this means for craft brewers Explore how these insights can and must be leveraged to evolve strategies and tactics