The Weekly Sip: Gen Z cocktail choices driven by experiences, Bacardi finds | Seth Rogen trades smoking for THC sparkling water

Bacardi 2025 reveals Gen Z shift towards experiential consumption

For Gen Z, drinking a cocktail means experiencing a special event rather than just drinking a drink.

Spirits maker Bacardi is annual psychological survey Eight in 10 Gen Z consumers are willing to pay more for an in-person event that includes beverage consumption, and 34% are interested in trying new cocktails. Additionally, 72% of those surveyed said they prioritize multisensory experiences when choosing a drink.

A key factor driving the growth of beverage-related experiences is the rise in ticket sales for exclusive sporting events among Gen Z. The report focuses on events such as Formula 1 races and the US Open where attendees can purchase signature cocktails.

U.S. Open attendees can order the Honey Deuce, a cocktail made with vodka, liqueur and melon that resembles a tennis ball. These unique services are often shared and promoted on social media. This trend extends to at-home consumption, with 25% of consumers surveyed saying sport is the main reason they drink at home.

“Ultimately, the report shows that cocktails are increasingly appearing in everything from sporting events to stadiums to fine dining restaurants because they provide the kind of storytelling and experience that consumers are looking for. We expect this trend to accelerate in 2025,” said Jacob Bryers. , Bacardi’s Global Advocacy Director, said in an interview with Food Dive.

Taking inspiration from restaurants, culinary flavors such as umami are also influencing which drinks trend, especially as consumers increasingly make cocktails at home, the report says.

With the growth of espresso martinis, bartenders’ top flavor of choice is coffee bean, followed by seasonal flavors like pumpkin. According to the report, tequila and mezcal continue to feature as spirits of interest among 72% and 66% of consumers, respectively. Bryers believes the growing interest in agave-based spirits is due to younger drinkers appreciating the craftsmanship of cocktail making.

Briers says the internet has increased interest and knowledge about specialty alcohol.

“circleHere, previous generations may have started their cocktail journey with known names and ‘Spirits & Mixers’, but Gen Z is leapfrogging this and seeking very specific ‘craft cocktails’ and ‘must-have’ cocktails. We put ourselves in the hands of the bartender in order to enjoy the “order”. We will be serving cocktails at certain venues,” Bryers said.

Seth Rogen drinks sparkling water – a hint of THC

Comedic actor Seth Rogen’s cannabis lifestyle brand is moving into the ready-to-drink category crowded with THC-infused drinks.

Houseplant has launched a sparkling water series containing 3 mg Hemp-derived THC content per can. The brand says the drinks have no sugar or calories and contain natural ingredients.

The drink comes in four flavors: pineapple, citrus, blackberry, and black cherry. The “Superbad” star said in a statement that the product was designed for consumers who don’t want to smoke marijuana and those who do but are looking for other usage opportunities.

“Houseplant beverages offer the perfect dose for those trying THC for the first time or for regular consumers like me who prefer delicious, low-calorie, easy-to-drink options,” Rogen said.

Houseplant’s sparkling water is available on the company’s website and at Total Wine & More in select states.

The launch marks Houseplant’s latest foray into the beverage space. Earlier this year, the brand teamed up with frozen coffee company Cometeer to develop two coffee pods inspired by “modern cannabis culture.”

The rise in cannabis-derived THC beverages comes as federal law prohibits the sale of cannabis-infused beverages. 2024 has seen the debut of a variety of new Hemp Delta 9 RTD products from a variety of brands, from Mary Jones of Jones Soda to today.