FSR: Gen Z and the Push for Beer Innovation

Voodoo Brewing, a craft beer maker known for its wide range of beers and casual-dining brewpubs, is catering to Gen Z’s evolving beer preferences, according to a recent FSR Magazine article. 

The primary shift in preference is toward lower alcohol content and more diverse flavor profiles in the beer industry. This change is part of a broader trend among young adults to reduce alcohol consumption, with a significant portion of adults aged 21-24 stating they never drink. 

“Gen Z is more focused on their mental health and well-being than any generation that’s come before them, so their attitude toward alcohol is more about quality over quantity,” Tony Lang, chief marketing officer of Voodoo Brewing, told FSR. “I think that’s why we’re still seeing growth on both ends of the spectrum. A lot of younger folks come in and order a higher ABV [alcohol by volume] beer, like a barrel aged stout or triple IPA, and then switch to a low-alcohol or no-alcohol beer after that to moderate themselves.”

Voodoo Brewing's adaptation to these trends is evident in its beer selection, particularly its "Empty Calories" American Lager, which has a 4.7% ABV and is popular among Gen Z customers. 

“You’ve got to have some sessionable stuff that’s below 5 percent ABV, and you’ve got to have some high-end stuff for the people that still want a bang for their buck,” Lang said. “So, while everyone is going to have at least one dedicated tap for non-alcoholic beer at some point in the very near future, you’re also going to see more variety as restaurants focus on making sure they’re hitting all of the different beer styles on their tapline.” 

Lang notes that for Gen Z, the value lies not just in the products but in the overall experience, suggesting that in-person events and social interactions are key to attracting this demographic.

“The most important thing to keep in mind is the fact that this demographic’s prevailing trait is valuing experiences over material products,” Lang said. “That’s something we think about all the time. There’s something of a loneliness epidemic among young people where they’re really craving in-person experiences and social connection. Restaurants and taprooms have a unique opportunity to help address that not only with the products they’re putting on the tapline, but also with the service and the programming they’re doing, whether it’s trivia, cornhole leagues, live music, or whatever else. That’s crucial when you’re thinking about winning with this next generation.”

Read the full article here.