Gen Z’s Shift Toward Flatter, Non-Carbonated Alcoholic Beverages
The dynamics of the premixed alcoholic beverage market are evolving, with a notable shift away from fizzy drinks. Bars are getting flatter as vodka waters replace vodka seltzers, and tequila and soda are giving way to tequila and water. This change is largely driven by Generation Z’s particular preferences, revealing that they are selective about the fizz in their drinks.
The Rise of Non-Carbonated Drinks in a $22 Billion Market
According to Bloomberg, non-carbonated drinks accounted for 38% of new product launches in the $22 billion premixed drink market last year, a significant increase from 27% in 2021. Emily Aprigliano, a 26-year-old New Yorker, shares her experience switching to canned cocktails after trying non-bubbly Surfside on a beach trip: “Because there’s no bubbles, you don’t feel so full. You can’t even taste the alcohol, so they just kind of go back easier.” This preference reflects a broader trend among Gen Z consumers who favor lighter, less fizzy options that don’t overwhelm the palate or create a feeling of fullness.
Emerging Brands Leading the Flat Drink Revolution
Philadelphia-based Stateside Brands has capitalized on this trend with Surfside, one of the fastest-growing alcohol brands in the US. The brand’s trademark slogan, “No Bubbles, No Troubles,” perfectly encapsulates the appeal of non-carbonated beverages. Following Surfside’s success, Boston Beer launched Sun Cruiser two years later, which is now bolstering sales as its Truly seltzer brand shows signs of slowing.
Smaller startups were ahead of the curve. Jill Morrison’s inspiration for Mom Water came from sipping spa water with a splash of vodka during a vacation in the Dominican Republic. Launched in southern Indiana in 2021 alongside her husband Bryce Morrison, Mom Water is on track to surpass 1 million cases this year. Bryce Morrison notes, “The competitive landscape is tenfold what it was five years ago,” underscoring the rapid expansion of this niche market.
Established Players Adapt to Changing Tastes
Even the hard seltzer giant Gallo is responding to these shifts. The company introduced Lucky One Lemonade in partnership with Barstool Sports founder Dave Portnoy, which impressively sold 1 million cases within its first seven months. This success signals that the Millennial-era hard seltzer boom is waning, and the market is moving toward beverages that appeal more directly to Gen Z’s evolving tastes.
As this trend continues, brands that prioritize subtlety, drinkability, and the absence of carbonation are poised to thrive. Gen Z’s preference for “flatter” alcoholic drinks reflects broader lifestyle choices favoring lighter, less intrusive beverage experiences, which in turn is reshaping the premixed drink industry.
For more insights on how startups are capitalizing on Gen Z’s preference for non-fizzy alcoholic beverages, visit Here.
