It turns out Gen Z is not the ‘generation sensible’ we thought it was. A significant study across 10,000 people has revealed a sharp uptick in Gen Z drinking habits in the UK, with rates of regular drinking sessions among Gen Z having tripled since their late teens.
But this isn’t a simple return to the excesses of the past.
What’s emerging is a new form of hedonism – more liberated, more individual and less interested in traditional rules. Client insights and audience research we see across the industry supports this, pointing to an approach to indulgence that is more intentional and increasingly happening at home or in curated social settings.
The Diageo consumer trends report reinforces the picture: it found that these ‘neo-hedonists’ still expect experiences to enhance rather than impair their wider wellbeing. People will always need to escape their everyday routines – what has changed is how they choose to do it.
Instead, indulgence is being redefined. It’s more intentional and it increasingly happens at home or in curated social settings. The old culture of bingeing and excess is giving way to something more conscious: consumers still want to enjoy themselves, but they want to feel present, safe and in control while doing it.
For drinks brands and the retailers that range them, this shift is profound. It is forcing brands to show up differently – to rethink how they structure ranges, communicate values and design experiences. Indulgence is become more frequent and experience-led, and the brands that can adapt to this more nuanced consumer mindset will be the winners. Here is what they need to consider.
Tick every box, or risk being passed over
Today’s more conscious hedonism has made consumers significantly more demanding. Every choice has to deliver. Products need to align across multiple dimensions simultaneously: low sugar, lower alcohol, strong sustainability credentials, clear provenance and enjoyable taste.
Challenger brand Jubel illustrates this well. Low in calories, low in sugar, B Corp-certified and independently owned, it deliberately sits between lager and fruit cider rather than conforming to rigid category rules. It has been central to the recent surge in fruit lagers – and it shows that success today means meeting multiple expectations at once, not just one.
Quantity is no longer the goal either. Consumers are gravitating towards smaller formats, better quality and more distinctive experiences. That applies to pack sizes, alcohol content and flavour profiles alike – and it has direct implications for how retailers range and promote the fixture.
Move beyond categories
Traditional category boundaries – beer, cider, spirits – matter less to Gen Z’s approach to indulgence. This is why RTDs are thriving. They don’t dictate how, where or with whom they should be consumed. They give consumers the freedom to define their own social rhythms, making them a natural fit for this more flexible, liberal hedonism.
This blurring of categories makes it essential for brands to be clear about the moment they serve – and to communicate it a glance. As younger consumers feel less confident navigating crowded bars or complex supermarket aisles, brands that do the work for them will win. Clear occasion cues reduce friction and build purchase confidence.
When Bloom worked with Heineken on the 2023 UK launch of Cruzcampo, the entire strategy was built around occasion: celebrating a more relaxed, Spanish way of drinking. It gave people permission to drink differently, and a simple, clear script for how to do it. That approach contributed to the biggest brand launch in beer, wine and spirits since 2007, according to CGA’s On Premise measurement.
Curate, don’t overwhelm
Too much choice has become a barrier. Retailers and brands should focus on tighter, more intentional ranges that make it easier for consumers to navigate the fixture. A more curated approach – fewer SKUs, clearer roles – enhances perceived quality and make decisions easier, particularly for a generation that values simplicity and clarity.
Gen Z’s new hedonism isn’t a problem for drinks brands and retailers to manage. It’s an opportunity to rethink ranging, occasion architecture and how value is communicated on shelf. The brands and buyers that meet this generation where it is – with freedom, clarity and a little joy – will find it the most significant growth driver of the next decade.
Ed Hayes, chief strategy officer, Bloom
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