WHO ARE WE TARGETING?

It’s important to note that while gen z claims to consume the least alcohol, they are the most likely of any generation to try new brands.

Alcohol Consumption by Generation¹:

38% of Gen Z

62% of Millennials

62% Gen X

57% of Boomers

77% of Gen Z adults say they make an effort to try new brands, the highest share of any generation².

HOW ARE WE TARGETING THEM?

Studies show that word-of-mouth recommendations & in store promotions are the most common channels of discovery for new alcohol brands.

Most Common Channels of Discovery³:

Primary Reasons:

• Word-of-Mouth Recommendations
• In Store Promotions

Secondary Reasons:

• TV Advertisements
• Social Media
• Online Reviews and Advertisements

WHY ARE CONSUMERS SWITCHING BRANDS?

Better is the keyword: Better product quality, deals, & customer service.

Reasons Customers Will Switch Brands⁴:

• 70% for Better Product Quality
• 61% for Better Deals
• 58% for Better Customer Service Experience
• 56% for More Product Availability
• 55% More Convenience
• 46% for Better Product Selection
• 25% for Aligned Values

This article has been published in the Association of National Advertisers (ANA) Marketing Knowledge Center. Click here to visit their blog.

Sources:

1. YouGov Profiles Data Presentation | Millennial & Gen Z Perceptions of the Wine Industry
2. Morning Consult | Gen Z Shopping Habits: Why They Love New Brands
3. YouGov | Launching a new alcoholic drink?
4. Forbes | Top Customer Experience Trends In 2024