Alcohol Companies’ use Data-Driven Tactics to Target Gen Z

Alcohol companies are ramping up targeted marketing strategies to engage Generation Z, leveraging everything from social media and influencer partnerships to data-driven insights via apps. A recent blog post by Origlio, “What You Need to Know About Selling Beverage Alcohol to Gen Z Consumers,” highlights how alcohol companies are reshaping their marketing to target the health-conscious and socially aware values of Gen Z. However, instead of respecting trends toward reduced alcohol use, alcohol companies are rebranding alcohol to seem wellness-friendly.

Gen Z, typically defined as individuals born between the mid-1990s and early 2010s, represents a digitally native, socially conscious, and health-focused generation that values authenticity, wellness, and transparency.

Origlio’s blog reveals that companies are promoting lower-alcohol and “better-for-you” alcohol, alongside non-alcoholic products, to appeal to Gen Z’s interest in wellness. Constellation Brands markets low-calorie, flavored beverages, positioning them as lighter, more “guilt-free” options. Similarly, Molson Coors has launched products like Vizzy and Coors Seltzer, claiming to align with the health preferences of young people.

Additionally, digital engagement tactics are intensifying. In the UK, the Dusk app offers users free drinks in exchange for personal data, allowing brands to better target Gen Z with tailored promotions. This strategy raises ethical concerns, as it promotes alcohol consumption through a transactional approach that normalizes alcohol use among young consumers and amplifies brand influence in social settings.

The overall picture reveals an industry committed to maintaining and expanding its market by targeting young people, and reshaping alcohol to fit Gen Z’s values, all while avoiding protective alcohol policy measures or transparency about the associated harm.

Sources:
• Origlio: Selling Beverage Alcohol to Gen Z
• Dusk App and Alcohol Marketing in the UK
• Constellation Brands and Molson Coors Marketing

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