Motivated by health and wellness, and turned off by an old-fashioned binge drinking culture, Gen Yers are drinking less and on the lookout for drinks that provide a buzz, but don’t leave any regrets the next day.
We’re witnessing the ‘wellnessification’ of absolutely everything. Beyond boosting their physical health with fitness and nutrition, people are looking for a path to being well in all aspects of their lives, including their finances, careers, activism, spirituality, home design, tech usage, and so much more....
Sales of “spiked” or “hard” seltzers are on the up across the States, spawning memes and sayings that have become synonymous with stereotypical bro culture. Why have these canned fruity beverages captured the enthusiasm – and loyalty – of Gen Y men? And are they here to stay?
Sufferfest beer sates thirst for functional drinks
signal·
5 Aug 2019
Beer isn’t traditionally thought of as healthy, but Sufferfest was made to be consumed after a grueling workout. It taps into the demand for functional food and drink, transforming a traditionally indulgent product into one the straddles both the leisure and wellness worlds.
With its all-natural flavorings, subscription model, and Instagram-friendly unboxing experience, Haus taps health-focused Gen Yers who want low-sugar, lower-alcohol options. And the brand’s collaboration with COVID-19-shuttered restos appeals to those looking to support the industry.
COVID-19 has accelerated a shift in boozing habits, with the closure of restaurants and pubs making at-home alcohol consumption the norm. But how are people replicating social drinking moments online, and how can alcohol brands participate in these occasions to earn long-term loyalty?