A generation that is turning the rules of alcohol consumption upside down

Generation Z, comprising young people born between the end of the 1990s and the beginning of the 2010s, is radically changing consumption habits. Connected, committed and image-conscious, they are redefining the relationship with alcohol, and therefore with beer. For breweries, this development is a challenge, but also an opportunity.

Do young people still drink beer?

Contrary to popular belief, Gen Z is not completely turning its back on beer. A recent study reveals that 53% of 18-25 year olds still consider beer to be their favorite alcohol, ahead of cocktails and hard seltzers. But the way they consume it has changed: they drink less, prefer low-alcohol or alcohol-free options, and are looking for a real drinking experience.

One of the key factors in this transformation is the growing awareness of the effects of alcohol on health. Gen Z, exposed to an abundance of information via social networks, is more sensitive to issues of well-being and the preservation of its public image.

Authenticity and transparency: essential values

Today's young consumers expect more than just alcoholic beverages: they are looking for products that have a story, values and a responsible approach. Authenticity and transparency have become decisive criteria in their choice.

This is a real opportunity for craft breweries, which can capitalize on their production methods, their local roots and their unique know-how. However, the challenge is to make these assets visible and attractive to an ultra-connected generation.

Social networks: an essential marketing lever

Beer brands need to rethink their communication strategy to capture the attention of Gen Z. Social networks play a central role: TikTok, Instagram and YouTube are the platforms of choice for these young consumers.

A striking example is the “Split the G” challenge on TikTok, which involves drinking a Guinness while cutting the letter “G” in half with the foam. This trend has propelled Guinness to the rank of trendy beer among Gen Z, forcing the brand to ration its supply in England. This phenomenon shows that a brand's success can be boosted by a simple viral trend.

QOQA and beer: a successful Swiss example

In Switzerland, the example of QOQA is emblematic. Known for its innovative marketing approach and community engagement, the platform has captured the attention of Gen Z by launching into beer. Their strategy is based on ultra-dynamic communication, exclusive offers and engaging storytelling that emphasizes experience and conviviality.

The success of QOQA perfectly illustrates the importance of understanding and adopting the codes of this generation to succeed in the beer market.

WhiteFrontier: a brewery that adapts to trends

At WhiteFrontier, we understand the importance of innovation to appeal to Gen Z. We offer modern and original beers, tailored to the expectations of young consumers.

Ireland's Call: our own version of Guinness, a creamy 4.4% dry stout, available on tap for professionals and to be enjoyed at the Taproom, Coti au Châble and other partner establishments.

Martigny Vice: a very fruity IPA at only 3.5%, ideal for those looking for a light and tasty beer.

Memento Vivi: our new raspberry beer, a refreshing sour that will win you over with its fruity, tangy taste.

These beers are in line with the Gen Z trend, which favors innovative taste experiences and lighter products.

Dynamic events

At WhiteFrontier, we don't just offer beers that are in line with the latest trends, we also create unique events that appeal to this new generation.

Plage Martigny Vice: on June 13, 2025, we will transform our space into a real pop-up beach with a summer atmosphere, music, entertainment and of course our refreshing beers.

A subscription to the Beerclub WhiteFrontier allows enthusiasts to discover our most creative and innovative beers. Every quarter, our subscribers receive new beers brewed especially for them, with a 15 to 25% discount, as well as an exclusive welcome pack with goodies. Knowing how to reinvent yourself online by understanding consumer expectations is also an excellent lever to ensure your future.

These initiatives not only build loyalty in our community, but also offer unique beer-related experiences that perfectly match Gen Z expectations.

Towards a new era of beer

To adapt to Gen Z, breweries must innovate while remaining true to their identity. Here are a few strategic avenues to explore:

1. Offer non-alcoholic or low-alcohol beers: This category is booming and meets the expectations of more responsible consumption.
2. Focus on storytelling and transparency: Highlight the brewery's manufacturing processes, values and ethical commitments.
3. Harness the power of social media: Create interactive content, participate in viral trends and collaborate with influential people.
4. Offer a unique experience: Bars and breweries must offer more than just beer: events, concerts, exclusive collaborations, etc.

Generation Z is not turning its back on beer, but it demands more. It is up to breweries to reinvent themselves to meet these new expectations and secure their future in a rapidly changing market.