Gen Z Video Insights
3 Things We Learned About Gen Z & Premium Liquor
The general consensus is anything over 30 bucks.
If you read our report on Gen Z and Alcohol, you know that over half (54.3%) of our respondents spent up to $30 on their favorite liquors, FMBs, wines, and beers per month. That left 45.7% spending in the premium range, assuming that every one of them was spending that much all at once, and all on liquor.
We don’t love assumptions, though, especially when we have over 60K Gen Z panelists we can ask.
Here’s what they said:
In 2013, Complex counted up the number of mainstream raps that mention Hennessy, and came up with 141, making it the number one most-mentioned premium liquor in hip hop — and that was 12 years ago. It clearly has staying power, because 42.6% of our respondents name-dropped Henny when we asked them to list the brands they associate most with premium liquor.
Zoomer consumers connote premium liquors with big celebrations
Many respondents said that they’d consider buying premium on one kind of occasion — big ones. From “galas” to grad parties, Gen Z thinks that premium liquors are suited particularly well when it comes to raising a glass in celebration.
Gen Z isn’t reaching for “the bottle on the high up shelf” — yet
By far, the association Gen Z makes most when it comes to premium liquor is its higher price point. “Expensive”and “pricy” sprang immediately to mind for our respondents when we asked them what they think of when they think of top shelf spirits. It was also cited frequently as a reason that they wouldn’t (or couldn’t) buy it. For budget conscious Gen Z, premium liquor feels like a splurge.
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