Between Drinks
Keeping it light-hearted
In a July 18, 2023, Psychology Today article titled “The Importance of Community,” Samantha Stein Psy.D., notes that being part of a community can help us to develop a sense of identity.
“When we’re part of a community, we learn about shared values and beliefs,” Stein writes. “We also learn about our history and culture. This can help us feel we have a place in the world, and that we are part of something important.”
Similarly, with the Gen Z legal drinking age (LDA) demographic growing, a recent Insight from IWSR identified community, flexibility and discovery as major themes that help connect these consumers with beverage alcohol.
In the Insight titled, “Three strategies for engaging with Gen Z LDA+ audiences,” IWSR notes that its Bevtrac survey of consumer sentiment reported that the Gen Z LDA participation rate grew from 66% in March 2023 to 73% in March 2025.
(Image courtesy of BuzzBallz)
“This is still below the overall adult participation rate of 78%, but the gap between Gen Z and other generations is narrowing,” the Insight states. “This finding did not, however, come as a surprise to the Food & Drink strategists at WGSN, (the global authority on consumer trend forecasting, which acquired IWSR in May 2025).”
Further the Insight notes that back in 2023, WGSN determined that Gen Z LDA consumers were not shunning away from beverage alcohol completely but instead wanted to consume drinks differently than previous generations.
Still community is key, according to the Insight, noting that community is paramount, and the location where Gen Z LDA drinkers consume alcohol is driven by the communities they want to share an occasion with. “Examples include the rise of the curated at-home bar, late-night or even daytime parties held in a local vintage store or hairdresser, or social gatherings in traditional settings based on shared interests like learning a language or nostalgic board games,” the Insight states.
Although flexibility also is another key component — with Gen Z LDA drinkers choosing full-strength alcohol on one occasion and then switching to low- or no-alcohol option after that — the Insights notes that discovery is a key part of the enjoyment. According to WGSN, this can manifest in different ways including new flavors, global influences, new takes on nostalgia and unique fusions, it states.
“This generation thrives on discovery,” said Jennifer Creevy, director of Food & Drink at WGSN, in a statement. “And in the face of the stress and challenges across the world, this often plays out with fun flavors, mashups and multi-sensorial takes. The key is to make it playful, not too serious, and deliver newness through evolving iterations.”
In keeping things fun-hearted and playful, BuzzBallz recently partnered with rapper Lil Dicky to celebrate the launch of the brand’s newest flavor: Grapes Gone Wild.
Bold, bursting with flavor and bound to break away from the ordinary routine, Grapes Gone Wild is a taste of pure purple nostalgia, the company says. To further celebrate the launch of Grapes Gone Wild, BuzzBallz also introduced KettleBallz — a collectible, playful twist on the classic kettlebell. The 5-pound, grape-scented kettlebell, modeled after a BuzzBallz Biggie, holds up to 1.5 liters of Grapes Gone Wild, it notes.
“BuzzBallz knows how to have fun with bold flavors and unexpected launches and Grapes Gone Wild is no exception,” said Jess Scheerhorn, BuzzBallz vice president at Sazerac, in a statement. “What’s more unexpected than a kettlebell you can sip? It’s proof that some things (all things?) are just better with extra Ballz in tow.”
Lil Dicky added: “I just got hip to BuzzBallz and I can’t believe it’s taken me this long. As soon as I took my first sip, I knew I was super down to collaborate. The ’80s workout vibe was the perfect playground to go all-in on something loud and over the top for Grapes Gone Wild.”
According to IWSR’s quantitative research and WGSN’s quantitative and qualitative forecasting, the Insights notes that these findings point to the same conclusion: Gen Z LDA drinkers are increasingly engaged with beverage alcohol but want to do so on their own terms.
“To be successful, brands need to identify creative ways to meet their evolving demands for community, flexibility and discovery,” the Insights concludes.
John Mulaney partners with Years non-alcohol beer
Years, the non-alcohol beer brewed in the Midwest with a culture-first approach, kicked off Sober October by announcing that comedian, writer and actor John Mulaney is an official partner with the brand as it launched its first national creative campaign. Inspired by his own journey and his love for the non-alcohol beer, Mulaney brings his signature humor and authenticity to Years at a pivotal moment of growth and expansion, the company says. “Years actually tastes like beer, which is a relief because that’s kind of the point,” Mulaney said in a statement. “Years feels like a beer you reach for in a cooler in a driveway, watching someone who won’t get a gas grill try to light the coals. Like me, it’s completely and totally Midwestern but might appeal to a fancy city crowd. Simply put, Years feels like the first beer you’ve ever had. It’s authentic. And authenticity takes Years.” The new campaign, developed in collaboration with Mulaney, is supported by social content, paid media and in-store activations. The campaign brings to life the brand’s philosophy: it’s not the years in your life, it’s the life in your years, it says. Available in three styles — Pilsner, Pale Ale and Wit (coming soon) — Years can be purchased across the Midwest, as well as on the West Coast and in Texas, with distribution rapidly expanding, the company notes. Outside retail markets, the beer ships nationwide through YearsBeer.com
Butter Wines brings #ButterGift winners holiday cheer
Butter Wines by JaM Cellars announced the return of the annual #ButterGift sweepstakes. Now in its fourth year, the holiday tradition continues to celebrate Butter lovers nationwide with a sweepstakes offering three winners the chance to win the full lineup of Butter wines plus groceries for an entire year. In the spirit of giving, Butter Wines also will donate $5,000 to the winner’s local food bank, the company says. This ensures wherever the winner lives, their community benefits directly — helping neighbors gather around full tables this holiday season, it adds. “Butter Wines has always been about making great wine that people can love and enjoy any day of the week,” said John Anthony Truchard, founder and CEO of Butter Wines, in a statement. “We are grateful Butter has earned a very loyal following and the #ButterGift sweepstakes is our way of saying thank you. Bringing it back for a fourth year is another opportunity to give back to those that love Butter this holiday season, but also to help local food banks and the communities they serve.” The #ButterGift sweepstakes runs through Dec. 31, 2025, inviting wine lovers to visit DrinkButter.com for the chance to enter and win. The official winners will be announced early January 2026, the company says.
In celebration of The New Yorker’s landmark 100th anniversary this year, Brooklyn Brewery announced a special limited-edition release of Brooklyn Lager in collaboration with the magazine. This pairing brings together two New York City icons — Brooklyn Brewery’s renowned amber lager and The New Yorker, a century-long emblem of wit, style, reporting and cultural commentary. Coinciding with the beer release, Brooklyn Brewery also debuted a limited-edition merchandise collection celebrating the centenary. Christoph Niemann’s specially created illustration of Eustace Tilley raising a pint anchors the line, carried onto a two-toned hat, a tulip pint glass, and a stainless-steel bottle opener are playful tributes for anyone looking to toast the occasion in true New Yorker style, the company says. The limited-supply release is available for purchase online at the Brooklyn Brewery Tasting Room, and at The New Yorker Festival. “To mark The New Yorker’s 100th, we’re proud to raise a pint together,” said Karli Bainbridge, chief marketing officer for Brooklyn Brewery, in a statement. Brooklyn Lager has always been about celebrating the spirit of the city and partnering with the iconic New Yorker magazine that has chronicled that spirit for generations feels like the perfect match.” Nicholas Blechman, creative director of The New Yorker, added, “For a century, The New Yorker has celebrated New York’s spirit of creativity, wit and originality. Seeing Eustace Tilley trade his monocle for a pint on this limited-edition Brooklyn Lager is a playful way to toast our centenary — and the city that inspires us both.” The New Yorker Limited-Edition Brooklyn Lager is available for a limited time this fall, in six-packs and 12-packs of 12-ounce bottles, wherever Brooklyn Brewery beers are sold.
Brooklyn Brewery applauds The New Yorker
Beverage preferences often fall across generational lines.
According to a recent Harris Poll run in partnership with eMarketer, Americans’ restaurant beverage orders are more nuanced than they first appear — with plenty of generational differences.
Beyond personal preference, the data shows that some generations indulge in beverage alcohol more than others. Millennials (50%) and Gen X (40%) are much more likely than baby boomers (26%) or Gen Z (25%) to name an alcohol drink as their go-to restaurant beverage, it notes. Instead, Gen Z gravitates to soda (32%), while baby boomers prefer water (31%), it says.
“We’re watching two different philosophies play out at the same table: millennials treat alcohol as their ticket to transform ordinary meals into curated experiences, while Gen Z approaches drinking like a strategic choice — they’ll sip a craft cocktail or a soda with equal enthusiasm, depending on what fits their mood and wallet,” said Libby Rodney, chief strategy officer at The Harris Poll, in a statement.
Moreover, millennials are loyal repeat customers — ordering significantly more repeat drinks at restaurants over the past month than Gen Zers — making millennials the most valuable target for traditional alcohol sellers, The Harris Poll states.
“In contrast, Gen Z is a little harder to pin down,” it notes. “This younger generation may require a greater mix of beverage options to stoke their interest, including non-alcoholic and novelty options.”
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