烈酒与利口酒的未来：Z世代饮酒者的核心竞争领域

The battlegrounds forGen Zdrinkers "A shot?Hmm–no thanks" Gen Zdrinkers are ghosting the spirits andliqueurs aisle. They're NOTanti-alcohol.Young people are justdrinking differently. They are prioritizingbalanceoverrestriction. And want spirits and liqueurs to get ahealth-conscious,mindfulupgrade. New drinking behaviors are emerging. Fromzebrastripingtoslow-sipping. They want to enjoy social and downtime occasions.But stillfeel goodthe next day. In this report, we are going to explorethe keybattlegrounds for Gen Z drinkers. We will analyze how alcohol brands can win thebarfight and appeal toGen Z consumers in 2026+. How is Gen Zdrinking differently? Slow-sipping Zebra striping Green drinking Avoiding shots Gen Z prefer to sipslowly and focus onflavor. They wantdrinking to be anexperience. Not adowning challenge. They aredrinkingalcoholicandnon-alc. optionsthroughout thenight. Shot culture isdiminishing. Gen Zprefer enjoyabledrinks that can besippedandsavored. Their changingbehaviors extendbeyond the 'self'into what's alsogood for the planet. Drinking windows They are drinking less often–but beingfar more intentional aboutwhentheyplan to consume alcohol. Black Swan Data is now part ofMintel. Together, we offer the most complete and predictiveview of consumer behavior. The insights inside this report do notcomefromsurveys,panelsorfocus groups. Our tech applies AI and predictive analytics to millionsof social and online posts to understand consumerbehavior. It identifies future consumer needs and predictsgranular-level trends with89%accuracy. Leading CPG brands are leveraging this data to makefaster, more confident, evidence-driven decisionsalong each stage of the innovation process. Ourdata explained METRICS Our platform and consultancy is powered byour uniquedata,methodologyandmetrics. Trend PredictionValue(TPV)Ranks every trend based on its futuregrowth potential. How does it work? Volume Our platform retrieves all therelevantconsumer posts in a category;in this example,8+ millionposts related toUSASpirits &Liqueurs. Total number of unique posts overatwo-year timeframe. We use AI and data science to isolate all theindividualtrending topics andbehaviorsandunderstand how theycluster and ladder-upinto category growth drivers. Growth The year-on-year increase or decreasein conversation volume around a trend. This dynamicsegmentation frameworkisrefreshed monthly and evolves as consumersand thecategory evolves. The battlegroundsfor Gen Z drinkers There eightkey battlegrounds for spirits and liqueurs brands lookingto appeal to Gen Z. In this report, we will exploreTHREEspaces: Low/no and in- Sober-curiosity is a desirefor balance andcontrol.Gen Zwant a spectrum ofalcohol options, fromfull-strengthtolow-ABVtonon-alcoholic. Textural decadence Gut health andweight-conscious drinkingGen Z is health-conscious, even For Gen Z, texture is a signal ofluxury. They seekvelvety,full-bodiedandrichspirits that elevatethe drinking experience. SavoryflavorsGen Z is ditching overly-sweet drinks forsavory,smokyandcomplexflavorsthat add depth andsophistication. Quality, sourcingand ethics Ready-to-enjoyGen Z wantconvenient, Gen Z wants to knowwhere their drink comesfrom, how it's made andthat it's worth the price-whether it’s a craft, localor premium product. Global influences ready-to-serveformatsthat fit their social orwind-down rituals. Global alcohols are a meanstoexploring new cultures. Gen Zwantoptions that deliverauthenticcraftmanshipand uniqueregionalexpressions. Functional indulgence Spirits aren’t just for socializing. Theycan also help Gen Zunwind,rechargeorenhance their moodin mindfulways. Spirits with benefits Thoughtful inclusionsover exclusions #32is aTrend Prediction Value(TPV). It's a ranking metric basedon a trend’s predicted growthpotential. This scientific measurehelps brands decide which trendsto prioritize in a crowded space. Gen Z’s approach to health-consciousdrinking isn't to goteetotal–they'rechoosing options thatsupport theirbodiesrather than work against them. These are the health and wellness trends that surfaceamong Gen Z. Sugar-FreeandReduced Caloriespirits have beendominating weight-conscious drinking. But wellness priorities are beginning to shift. Gen Z is now looking forBubble-Freespirits thatReduce Bloatingand are good for overall gut health. Instead of just removing sugar and additives fromdrinks, Gen Z wantenhancements and thoughtfulinclusions. Fermented, botanical andFiber-Richingredients thatactively support digestion will define the nextgeneration of healthier spirits and liqueurs. E M E R G I N G Discomfort-freedrinking Bloatinganddisruptions to the gut microbiomeareinterrupting positive drinking experiences for Gen Z consumers. High carbonation and bloatingMost RTDs have high carbonation levels–which leads to bloating and digestive irritationwhen consumed over extended periods. Particularly for those withIBSorGERD. These