The Last Round? How To Engage the Next Generation of Mindful Drinkers

Informed by online pop-up communities, quantitative surveys and in-depth interviews with experts, our report examines the consumer attitudes that are driving new drinking behaviour.

Jonno McConnell

Senior Planner Red Brick Road

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Our job as a strategic and create agency is to create Followings. The ever-developing nature of Followings has never been more significant than in the world of alcohol. In our work with brands including Jägermeister, Heineken, Magners and Glenfiddich, we have seen how the changing world in which the next generation of consumers are living is altering their attitudes towards alcohol and we wanted to explore how this is going to change the shape and behaviour of their Following.

So, we commissioned new research with Bar Goers and Bar Owners throughout the UK to explore how the next generation of drinkers, Gen Z, is shaping this transformation. Informed by online pop-up communities, quantitative surveys and in-depth interviews with experts, our report examines the consumer attitudes that are driving new drinking behaviour, how this is already impacting the alcohol trade and what opportunities lie ahead in marketing to these customers.

We launched our findings to the industry on 30^th January. Hosted by the Financial Times’ Drinks Editor, Alice Lascelles, the report was debated by a panel including experts from Google, Red Brick Road and Opinium as well as Gen Z influencer, Brogan Tate.

SPEAKERS

Alice Lascelles, Contributing Editor / Drinks Editor, Financial Times and How to Spend It Magazine

Johanna Gerhold, Industry Head of Food & Beverage, Google

Brogan Tate, Lifestyle Blogger & Influencer

Jonathan McConnell, Senior Planner, Red Brick Road

Steve Looney, Research Director and Partner, Opinium

KEY TAKE OUTS

Performance Over Partying. 75% of Gen Z feel it is important to be in control of all aspects of their life at all times (vs 49% of Gen Y/X), naming work or study as their number one priority in life, rather than socialising or partying. In a world increasingly difficult to get ahead, they see a hangover, lightened bank account, or a sloppy social media as a competitive disadvantage.
Holistic Health Awareness. 83% of Gen Z feel that mental health is just an important consideration as their physical health (vs 47% of Gen Y/X). Drinking alcohol is perceived as a much riskier activity than usual, creating a greater appetite for moderation.
Prioritising pageantry over alcohol percentage. In line with their rejection of binge drinking and embracing quality over quantity, Gen Z are flocking towards premium brands. They’re savouring their drinks rather than getting sloshed on cheaper alternatives. 69% of bar managers report an increased demand for cocktails over the last 5 years and 72% report greater consumption of premium drinks.
The Rise of DIY Bartending and "Stay-In Socialising". Bar managers are concerned that they offer an experience that customers now have the ability to create for themselves; 91% claim it is important that bars offer an experience that cannot be replicated at home. Traditional bars are not just competing with other nightspots for Gen Z’s attention. Your proposition needs to beat the sheer comfort of socialising in your home with Netflix or Deliveroo. Brought up in an era where catching up with friends occurred through the Houseparty phone app, a Fortnite gaming session, or a Reddit message board, drinking isn’t the primary bonding ritual for this generation.
Prepare Setting to be Phone Friendly. Bar managers feel that an integral part of coaxing younger customers into their bar is through maintaining an “Instagram-Ready” look in either the service or setting. 71% say their bars have to be unique these days to attract customers, often capitalising on an Instagramable feature wall or installation as a calling card that has social currency in online conversations as friend groups plan their night out.

CONTACT

David Miller, CEO, Red Brick Road, [email protected]

Guest Author

Jonno McConnell

Senior Planner Red Brick Road

About

Jonno is a senior planner at integrated creative agency, Red Brick Road. In previous lives, he has worked as a lawyer as well as a journalist in Australia before moving to London to pursue a career in advertising. Jonno develops strategic brand building and behaviour changing campaigns to develop a Following for a number of brands including AG Barr, Jägermeister, The Beano and Suzuki.