Alcopops return with growing popularity among Gen Z

Sales of alcopops are rising again as brands adapt to attract younger drinkers.

Alcopops make a comeback as alcohol consumption trends change

Alcopops, once a symbol of moral panic in the 90s, are experiencing a surprising resurgence. Companies like Bacardi are reintroducing products like Breezer with new flavors targeting younger consumers. A recent increase in alcohol consumption among Gen Z has sparked interest in these sweet, brightly colored beverages. Reports show 76% of UK Gen Z consumers drank alcohol recently, up from 66% in 2023. This shift is influencing giants like Diageo to reinvigorate brands like Smirnoff Ice, which aims to capitalize on the 90s nostalgia. Brand adaptations include reduced alcohol levels in new formulations, catering to modern preferences while reviving an old trend.

The resurgence of alcopops indicates a significant shift in drinking habits among younger generations. While overall alcohol consumption had been declining among youth, the latest trend suggests a revival. This trend can be attributed to nostalgia marketing and adaptive strategies by brands. Reducing alcohol content seems to align with the cautious approach many young drinkers now exhibit. The implications for public health and consumer spending are complex, as companies tread the fine line between engaging a new audience and creating potential health concerns.

Highlights

The evolving landscape of youth drinking habits invites further scrutiny and discussion on consumer choices.