• The youth of today are growing up in a unique social landscape with a greater awareness for the importance of health and well-being. They're more risk-averse than previous generations, and more aware of how drinking affects their health and those around them. For Gen Z, a 'great night out' is characterized by new experiences, variety and having fun with their friends.
• This shift in behavior is rapidly popularizing the growth of non-alcoholic beverages in just about any form, from mocktails to caffeine mash-ups and better-for-you ingredients. They're experimenting with mixology and creativity at home and are looking to find those same experiences in the out-of-home environment.