Premium subscription content, to sign up, join here
Millennials and Generation Z have already been highlighted as helping to usher in the "better-for-you" and hard seltzer revolutions in the U.S. beverage alcohol industry, but will Gen Z also be responsible for a resurgence in American Light Lagers? It depends on the location of sales and price point. And craft getting into the game comes with some serious caveats.
According to a December 2019 story from the MillerCoors blog, the habits of Gen Z—those born between 1996 and 2010—skew toward helping out long-sagging brands that were once the cornerstone of American beer a generation ago. And while data from Nielsen, Ipsos, and Scarborough may point toward possibilities of mass market Lager getting a much needed boost, there are also broader implications for smaller breweries looking to play in this style space, although competing in packaged sales means leaning on lower cost at retail and expanded package sizes in 15- or 18-packs. Sign up to read more.
This article is part of the Sightlines Premium channel. Only subscribers have access to the content, and the community discussion.
An insights-driven professional community and content subscription for the craft beverage industry.
Introducing a premium content subscription with weekly articles, insights, and data that stimulate an ongoing conversation for brewers and beverage producers in emerging categories. Led by Michael Kiser and Bryan Roth of Good Beer Hunting, and a team of category experts, the goal is turn curiosity into actionable insights for business leaders and decision-makers.
Membership benefits:
Weekly newsletter content via
Community access
2-way dialog with GBH team
50% company discount
Words by Bryan Roth