DRINKING DIFFERENTLY
Beverage Insights Across Age Groups
Comfort, Consistency, and Connection in Every Cup
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DRINKING DIFFERENTLY:
From coffee to cocktails and creative non-alcoholic refreshments, beverages play a powerful role in how consumers connect, indulge, and unwind. But each generation brings its own preferences and motivations, from Gen Z’s curiosity to Boomers’ comfort.
For operators, understanding these differences unlocks opportunities to create meaningful moments that drive repeat visits and guest loyalty.
To meet this need, operators are adding a variety of beverages to their menus, with a trend toward cold beverages like specialty iced coffee, energy drinks and mocktails.1
Sources: 1. Technomic, Away-From-Home Beverage Navigator Report (2025)
While older consumers still lean toward classic hot coffee, Millennials and Gen Z are twice as likely as Boomers to order cold coffee drinks.1 Operators can appeal to different generations by offering drinks that look great, taste indulgent, and deliver something more—whether that’s energy, comfort, or curiosity.
Add a refreshing twist to NESCAFÉ® espresso using fresh citrus and mint.See Recipe
Give NESCAFÉ® espresso a decadent Italian twist.See Recipe
Sources: 1. Technomic, Away-from-Home Beverage Navigator Report (2025)
Global and cultural crossovers, especially among Gen Z and Millennials. Examples: horchata, Vietnamese iced coffee, Mexican mocha, Turkish cold brew.1
Flavor mashups, where comfortable nostalgia meets novelty. Examples: spiced, smoky, or indulgent twists (brown butter, maple, churro, ube, tahini).2
Functional coffee that does more for workers or students on-the-go. Examples: energy-boosting, adaptogenic, protein or oat-based cold brew blends.3
Texture-driven formats that look and feel premium. Examples: whipped, shaken, layered cold foams, and nitros.1
Sources: 1. Technomic, Global Beverages Report (2025); 2. Datassential, The World of Coffee (2024); 3. Technomic, The Liquid Revolution (2025)
Among alcohol abstainers, Gen Z is more likely than older abstainers to have tried no-ABV beverages multiple times.1 But menus haven’t caught up.
of Gen Z say they’re satisfied with the taste and quality of non-alcoholic beverages.1
say they don’t expect to find interesting options at any venue type.1
To win abstainer loyalty, expand NA variety and quality. Ask for guest feedback and test creative LTOs to keep your beverage menus fresh.
Sources: 1. Datassential, Gen Z Drinking Habits (2025)
While much of today’s non-alcoholic conversation focuses on younger consumers, over three-quarters of Boomer abstainers say they don’t plan to drink alcohol again, citing reasons like the physical effects, health risks, or conflicts with medications.1 Here are a few non-alcoholic beverage options to wow Boomers away-from-home.
Citrus & Cucumber Spritzers: Simple blends of citrus juice, cucumber, and mint that feel spa-like and subtly indulgent.
Tea & Tonic Fusions: Sparkling iced tea or herbal blends with citrus and light botanicals.
Coffeehouse Classics: Familiar formats elevated with premium creamers in vanilla, caramel, or hazelnut, the most common flavors away from home.2
Sources: 1. Datassential, Boomer Drinking Habits (2025); 2. Datassential, BUZZ 2025 Annual State of the Category
In short: Gen Z leads with “having fun,” while Millennials and older generations prioritize “to relax”,1 then “to unwind/relieve stress.”2,3,4 But across every age, it’s about feeling good.
Gen Z and Millennials consume alcohol more regularly than older demographics, but consume less overall, favoring moderation.1 They also tend to explore beyond what's on tap, with Gen Z favoring tequila and vodka over beer.1
of Boomers say location has a minor influence or no influence on when or what they drink.4
of Boomers say time of day has a minor influence or no influence on when or what they drink.4
Sources: 1. Datassential, Gen Z Drinking Habits (2025); 2. Datassential, Millennial Drinking Habits (2025); 3. Datassential, Gen X Drinking Habits (2025); 4. Datassential, Boomer Drinking Habits (2025)
Beverages aren’t just add-ons, they guide where guests go and how much they spend. Across generations, quality and variety matter most—and expanding beverage options doesn’t have to add complexity. Blended and mixed drinks can help use existing ingredients wisely while giving guests the variety they crave.
Nearly four-fifths of Gen Zers (80%), millennials (77%) and Gen Xers (79%) say beverage quality is important or very important when choosing a limited-service restaurant for an occasion.1
Nearly two-thirds of those consumers say beverage variety is important in their decision-making.1
Sources: 1. Technomic, Why Is Dirty Soda Suddenly Everywhere? (2025)
Once a niche treat, dirty soda is now mainstream. TikTok and the reality TV series "Secret Lives of Mormon Wives" propelled this mix of soda, creamer, and syrup into the spotlight,1 showing how a viral trend can drive real-world demand.
Offers a perfect balance between the rich notes of coconut and the bright, citrusy flavors of lime. It's designed to be poured directly into a soft drink.
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Smoothies appeal broadly across generations as both functional and indulgent options, aligning with consumers’ desire for choice and convenience.2
Whip up a refreshing superfood snack featuring blueberries, lemon, ginger, and Libby's® 100% Pure Pumpkin.See Recipe
Sources: 1. Eater, “What Are Dirty Sodas, and Why Is Everyone Drinking Them?” (2025); 2.Technomic, Global Beverages Report (2025)
A strong beverage program can attract new guests, delight regulars, and boost sales across every daypart.
Balance classics and trends. Combine familiar favorites with emerging flavors to meet multigenerational demand.
Understand guest motivations. Create drinks that serve different needs, including functional beverages that promote relaxation or boost energy.
Keep execution simple. Maximize ingredients already on hand to reduce costs and streamline operations.
Stay agile. Watch social and cultural trends to identify emerging favorites, and use limited-time offers to test new ideas.
How To Match Beverages To Generations
Coffee Culture 2.0: Comfort, Consistency, and Connection in Every Cup
Discover International Beverages Your Patrons Will Love
How To Make Cold Coffee Heat Up Sales
Coffee On-The-Go: Make A Better Beverage Program
