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Weekly Sip is Food Dive’s column focusing on the latest news from the fast-changing and growing beverage sector. From the first product lines to major investments and controversial topics, this column aims to quench your thirst for development in the category.
At Bacardi 2025, Generation Z is shifting to experiential absorption.
For Generation Z, drinking a cocktail is more about experiencing a special event than simply drinking a drink.
Spirits manufacturer Bacardi found in its annual liquor survey that eight in 10 Gen Z consumers are willing to pay more for in-person events that include beverage consumption, and 34% are interested in trying new cocktails. . Additionally, 72% of those surveyed said they prioritize multisensory experiences when choosing a beverage.
A key factor driving the growth of beverage-related experiences is the rise in ticket sales for exclusive sporting events among Gen Z. The report highlights events such as Formula 1 races and the US Open, where participants can purchase special cocktails.
US Open attendees can order a Honey Deuce, a cocktail made with vodka, liqueur and melon. These unique products are often shared and promoted on social media. This trend also applies to consumption at home. 25% of consumers surveyed said sports were the main reason they drank at home.
“Ultimately, the report shows that cocktails are being used in more and more places, from sporting events to stadiums to top restaurants, because they provide the kind of storytelling and experience consumers are seeking, and we expect this trend to increase by 2025. We expect it to accelerate,” Jacob Briars said. , Bacardi’s Global Advocacy Director said in an interview with Food Dive.
According to the report, restaurant-inspired culinary flavors such as umami are also influencing which drinks are trending, especially as consumers create more cocktails at home.
With the growth of espresso martinis, bartenders’ favorite flavor is coffee bean, followed by seasonal flavors like pumpkin. The report found that tequila and mezcal continue to gain traction among consumers at 72% and 66%, respectively. Briars attributes the increased interest in agave-based spirits to younger drinkers valuing the craftsmanship of cocktail creation.
According to Briars, as interest in specialty alcohols grows, so does knowledge, thanks to the Internet.
“femaleThis is where older generations may have started their cocktail journey with known names and ‘spirits and mixers’, but Gen Z has gone beyond this and is demanding very specific ‘craft cocktails’ and putting themselves in the hands of bartenders looking to enjoy ‘must-orders’. I’m leaving it to you. You have a cocktail at a given location,” Briars said.
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Courtesy of Houseplant
Seth Rogen drinks sparkling water with a hint of THC.
Comedic actor Seth Rogen’s “cannabis lifestyle brand” is entering the crowded ready-to-drink category with a line of THC-infused beverages.
Houseplant has announced a line of sparkling water containing 3 mg. Hemp-derived THC content per can. The drink has no sugar or calories and contains natural ingredients, the brand said.
The drink is available in four flavors: Pineapple, Citrus, Blackberry, and Black Cherry. In a statement, the ‘Despicable Me’ star said the product is designed for consumers who don’t want to smoke cannabis, as well as consumers who smoke cigarettes but want to use it for other purposes.
“Houseplant beverages provide an accessible dose that’s perfect for people trying THC for the first time and general consumers like me who like a tasty, low-calorie, drinkable option,” Rogen said.
Houseplant’s sparkling water is available for purchase on their website and at Total Wine & More in select states.
The launch marks Houseplant’s latest foray into the beverage sector. Earlier this year, the brand teamed up with frozen coffee company Cometeer to launch two types of coffee pods inspired by “modern cannabis culture.”
The growth of hemp-derived THC beverages comes as federal law prohibits the sale of cannabis-infused beverages. 2024 sees the launch of a variety of new Hemp Delta 9 RTD products from brands such as Mary Jones of Jones Soda and these days.
