Despite being dubbed 'Generation Sober,' our new insights report reveals a surprising twist: 78% of Gen Z view alcohol as being pivotal to their social lives. Join us as we premiere this new study developed in partnership with Opinium, and the implications and opportunities it creates for drinks brand owners and any other brands seeking to meaningfully engage with Gen Z.

In this session you will learn about:

- The significant role alcohol has for Gen Z's social experiences
- Comparisons to other generations; and the big shifts since our previous study 5 years ago
- Where low- and no-alcohol drinks fit within their drinking repertoire
- What the biggest influences are over Gen Z's beverage choices
- Emerging concerns like the 'Triple Hangover' and their impact on consumption behaviours
- Implications and opportunities for effective Gen Z marketing

Lisa Gulley
Head of Strategy
Red Brick Road

Nikita Sharma
Planner
Red Brick Road