As a new normal emerges and a strong desire amongst Gen Z consumers for conscious consumption takes place, a new way of buying alcoholic beverages is starting to emerge, according to alcohol eCommerce marketplace, Drizly.
“Our study revealed that the pandemic has changed how we consume and purchase alcohol in some fundamental ways, along with interesting dynamics among hard seltzers and ready-to-drink cocktails, two segments that are reshaping the industry,” said Cory Rellas, CEO of Drizly.
“We also find Gen Z adults’ penchant for considering ownership and sustainability in alcohol brand choices worth watching.”
According to Drizly’s study of over 1,000 Americans of legal drinking age, nearly one-third of 21 to 24-year-olds revealed minority ownership (BIPOC, women, AAPI, LGBTQ+, etc.) as an important factor that influenced brand choice consideration. At the same time, 18 percent of millennials cited minority ownership as important, followed by 14 percent of Gen X and 11 percent of baby boomers.
When it came to what consumers are more likely to drink this summer, 61 percent of consumers indicated traditional beer as their top choice, followed by wine and other spirits.
Twenty-nine percent of respondents also noted hard seltzer among their top three drinks of choice this summer. However, less than a third of consumers could accurately define what constitutes a hard seltzer – carbonated water with alcohol made from malt or sugar.
The report also indicates that the loyalty of many consumers hinges on a brand’s sustainability. Forty percent of Gen Z consumers reveal sustainable business practices as a factor that influences their consumption. In comparison, 33 percent of Gen X consumers and 32 percent of millennials factor a company’s environmental track record into alcohol brand selection, while 20 percent of baby boomers tend to do the same.
Consumers are also changing the way they buy alcohol. Since the start of the coronavirus pandemic, more consumers have been buying alcohol online — a shift that is poised for long-term growth, according to Drizly. Most survey respondents (53 percent) indicate that they plan to purchase more of their alcohol purchases online within the next year compared to during the pandemic. In comparison, 33 percent expect to keep their online order frequency roughly the same as during the pandemic and only 14 percent plan to order less.