Gen Z is reshaping the spirits and liqueurs market, favouring mindful drinking and meaningful experiences over excess. According to Mintel’s The Future of Spirits & Liqueurs report, this generation is not rejecting alcohol outright, but approaching it with new intent — valuing balance, flavour and function.
Young consumers are “zebra striping” their drinking, alternating between alcoholic and non-alcoholic options, and embracing “slow sipping” to savour quality over quantity. Health consciousness is central: Gen Z prefers low-sugar, additive-free and gut-friendly drinks that work with their bodies. Fermented, botanical and fibre-rich ingredients – such as liquorice root, prickly pear and coconut water – are emerging as functional inclusions that enhance wellbeing rather than detract from it.
Flavour trends also signal a maturing palate. Overly sweet drinks are being left behind in favour of savoury, smoky and spiced profiles. Umami-rich ingredients like sesame, nori and balsamic vinegar are gaining traction, offering depth and culinary appeal that align with Gen Z’s desire for sophistication and sensory experience.
Authenticity is another defining battleground. Gen Z seeks spirits with clear provenance, cultural integrity and ethical production – rejecting celebrity-backed “hype” brands that commodify tradition. Global influences such as Japanese shochu, Mexican sotol and small-batch European whiskeys are finding favour for their craftsmanship and storytelling.
For manufacturers and retailers, the opportunity lies in creating premium yet purposeful ranges: clean-label spirits with functional benefits, complex savoury notes and genuine heritage. The next generation of drinkers expects transparency, texture and taste – in equal measure.