When alcoholic beverages become a style marker rather than a cultural ritual

Alcoholic beverage consumption has long been a social and cultural marker in Western societies, particularly in France, where wine is often held sacred. However, a subtle but profound change is taking place with Generation Z. Young people born between 1997 and 2012 no longer consume alcoholic beverages in the same way, nor for the same reasons. And above all, they are increasingly abandoning wine in favor of so-called "lifestyle" alcoholic beverages: RTDs (ready-to-drink), canned cocktails, seltzers, and other premixed innovations.

So what's really going on with Generation Z's relationship with alcohol?

A cultural break with wine

For decades, wine was considered the quintessential alcoholic beverage in France. A central element of the meal, a symbol of refinement and heritage, it was almost an institution. But for Generation Z, this model is losing its luster. Wine is often considered too complex, too codified, or even outdated. Reading a label, understanding appellations, or deciphering terroirs? Few young people take the time or have the desire to delve into it.

Instead, they're looking for an easy-to-consume, instantly accessible alcoholic beverage with a dynamic image. And that's where ready-to-drink beverages come in.

The Rise of RTDs: A New Generation of Alcoholic Beverage

RTDs—or ready-to-drink alcoholic beverages—are a massive hit with Generation Z. These colorful cans with minimalist or pop-style packaging are making their mark on shelves. They offer a mix of fun, practicality, and aesthetics, often accompanied by a moderate alcohol content. RTDs represent a new way to consume an alcoholic beverage: quick, light, controlled, and often low in calories.

No more decanting tannic red wine. Make way for a can of yuzu-mint hard seltzer or a stylishly designed mojito bottle.

These alcoholic beverages also offer a visual experience: they are Instagrammable, often associated with moments of relaxation, summer, or casual socializing. The alcoholic beverage thus becomes a style accessory, more than a cultural ritual.

More individualized consumption

One of the defining characteristics of Generation Z is the individualization of choices. This also applies to alcoholic beverages. We no longer drink because "everyone else is drinking," but because we want to—and, more importantly, what we want.

Wine, despite its diversity, remains perceived as a traditional and often uniform alcoholic beverage. Conversely, RTDs and trendy drinks allow for a distinctive identity. A limited-edition flavored vodka, a canned gin and tonic from a luxury brand, or an organic, artisanal alcoholic beverage in a designer bottle: everything is designed to create a unique brand and consumer experience.

Luxury, sobriety and social conscience

It would be wrong to believe that Generation Z is only interested in fun and light products. On the contrary, we are seeing a move upmarket in the choice of alcoholic beverages. But this move upmarket is selective: it doesn't necessarily target fine wines or traditional spirits, but rather innovative, ethical, sustainable products, or those associated with fashion or lifestyle brands.

Alcoholic beverages then become a product of personal expression. An organic gin produced locally, an alcoholic beverage with no added sugar, or a collaboration between a fashion house and a liqueur producer: these are the products that attract young consumers.

Furthermore, consumption is more controlled. We are seeing a reduction in volume, but an increase in perceived quality. Drinking just one alcoholic beverage during an evening is becoming acceptable, even valued.

The role of social networks

On Instagram, TikTok, and Pinterest, alcoholic beverages take on a new dimension. They become visual, shareable, and staged. We don't photograph a glass of red wine in a dark dining room, but rather a stylized can placed against a pastel background, or an RTD cocktail paired with a summer outfit.

Influencers drink alcoholic beverages while showing off their lifestyles: beach, van life, eco-friendly picnics. Generation Z therefore also consumes the image of alcoholic beverages, far beyond their taste or tradition.

An economy in full transformation

Faced with these transformations, traditional wine players are sometimes struggling to keep up. Many are trying to adapt their offerings with canned wines, individual formats, or younger-looking marketing campaigns. But the alcoholic beverage that attracts attention today is often the one that breaks the mold, not the one that tries to adapt it.

Brands like White Claw, Pschitt Hard, Nighthawks, and Bacardi RTD are invading the shelves, sometimes relegating wine to an alcoholic beverage for family dinners or formal events. This shift in consumption is forcing the entire sector to reinvent itself.

The Future of Alcoholic Beverages: Fluidity, Design, and Meaning

It seems, then, that Generation Z isn't rejecting alcoholic beverages as such, but rather some of their symbols. Drinking remains a pleasure, but is becoming a more thoughtful, sometimes more aesthetic, and often more identity-defining act.

There's a fluidity of genres: an alcoholic beverage can be a cocktail, a fermented kombucha, a non-alcoholic beer, or a CBD-infused spirit. What matters is the overall experience: taste, image, ethical commitment.

Conclusion

So, are Generation Z's drinking habits changing? The answer is a clear, but nuanced, yes. It's not a sudden shift, but a profound cultural transformation. Wine, once the undisputed king, is gradually giving way to alcoholic beverages more in tune with the times: ready-to-drink, stylish, engaging, and adapted to new values.

Generation Z's alcoholic beverage is no longer a legacy; it's a choice. And this choice reflects new aspirations: individualism, environmental awareness, personal style, and self-control. In this shifting landscape, brands that speak their language—without moralizing or patronizing—may have a chance of remaining in the glass of tomorrow.