Beverage alcohol consumers are looking for variety. The youngest consumers, Gen Zs aged 21 and older, are driving innovation in flavor, format, and packaging. This report explores what’s fueling demand and uncovers growth opportunities in the robust beverage alcohol market.


  • Ready-to-drink cocktail and hard seltzer sales are softening, but these convenient products hold broad appeal among age and household income cohorts.
  • Beer sales remain strong in the convenience channel.
  • Soft drink brands crossing into beverage alcohol are trending, especially with younger adult consumers.
  • Gen Z preferences in non-alcoholic beverages, such as energy, fruit flavors, and added benefits, can inspire innovation in beverage alcohol.