They are between 15 and 27 years old and have grown up with the internet, TikTok, and sustainable development as their backdrop. Generation Z is shaking up consumer habits, including in the world of beer. In this article, Carole Beal, director of the WhiteFrontier brewery in Martigny, analyzes this phenomenon on the Culture Bière program on Rhône FM.

A generation in search of meaning (and moderation)

Gen Z drinks less than previous generations. They are concerned about their physical and mental health, their image, and their general well-being. Strong alcohol, excess, and hangovers are no longer seen as a social ritual, but as a hindrance. On the other hand, they value experience, sharing, authenticity, and commitment. As a result, they are not rejecting beer, but consuming it differently.

Clear expectations: taste, transparency, and ethics

Young people want products that are:

• Full of flavor, often fruity, original, and refreshing
• Lower in alcohol (Session IPA, fruit beers, sours, light stouts)
• Low in calories
• Locally produced, transparent, and responsibly sourced

TikTok & social media: beer goes viral

Trends are now created on social media. Challenges such as “Split the G” (drawing a perfect line down the middle of a glass of Guinness after taking a single sip) and creative tasting videos are giving beer a fresh, fun and uninhibited image. The video format, colorful visuals, and offbeat collaborations help reach this connected target audience.

Beers that appeal to Gen Z

At WhiteFrontier, certain beers are real hits with young adults:

• Memento Vivi, a tart, fruity, and intriguing raspberry sour
• Martigny Vice, a light but intensely aromatic Session IPA
• Ireland's Call, a dry stout with soft, accessible notes

Beers that tell a story, are beautiful, taste good, and are easy to incorporate into a modern routine.

Advice for breweries: how to appeal to Gen Z?

• Be honest: highlight ingredients, processes, and commitments
• Be creative: dare to try unexpected styles, fun visuals, and collaborations
• Offer an experience: taprooms, games, themed tastings, storytelling
• Be where they are: TikTok, Instagram, cultural events

Gen Z isn't turning its back on beer: it's reinventing it in its own image. Light, fun, responsible, and sensory, craft beer has everything it takes to continue to appeal to young people... provided you know how to speak their language and adapt to their values. At WhiteFrontier, we take up the challenge every day.

Want to discover these new beers? Visit whitefrontier.ch or head straight to the Taproom in Martigny.