In a video interview with Beverage Industry, Justin Solomon, category marketing director of alcoholic beverages at ADM, discussed what’s driving innovation in beverage alcohol not only in terms of the products but how consumers are approaching alcohol consumption. 

Experts share that Gen Z is changing the standard on what beverages they enjoy, the companies they value, and how companies can market to this younger generation.

Named after a generation that is entrepreneurial, invites change, seeks connections and wants to be heard, GEN Z Water, Fayetteville, Ark., is shaking up the system. 

O'Neill Vintners & Distillers, Paso Robles, Calif., announced the acquisition of Rabble Wines, also in Paso Robles, Calif. Founded by longtime Paso Robles vineyard manager Rob Murray in 2010, Rabble Wines produces premium, Paso Robles AVA wines with disruptive labels born from wines' struggle with Mother Nature, it says. The acquisition signals another investment by O'Neill Vintners & Distillers in the burgeoning market for younger wine drinkers.

Boston-based Drizly released its first-ever study of how Americans shop for adult beverages, both in-store and online. The study found that digitally native Gen Z purchases alcohol from local liquor stores more often than their millennial, Gen X and baby boomer counterparts. Gen Z also ranks first when it comes to interest in drinking trends, suggesting that their purchasing behavior today could well be a benchmark for how beer, wine and spirits consumption will look tomorrow, the company says.

Nutrition that supports both physical and emotional well-being is thriving. It can target different generations with more specific holistic approaches to help identify opportunities and optimize innovation. New research from Innova Market Insights, The Netherlands, identifies key characteristics and differences among Generation Z, millennials, Generation X and baby boomers and the way that holistic nutrition approaches can be tailored to these generational groups.