The alcohol beverages and wine industry in North America has grown by leaps and bounds - with the influx of a new demographic of consumers, Gen Z and Gen Y, encouraging a surge in choices and change in habits.
The millennials and Gen Z, who have only recently entered the legal drinking age, show vast differences in habits and preferences to that of the predecessor generations - and these differences become even more pronounced with regard to their drinking habits. At the same time, the baby boomer generation are fading out of the drinking demographic due to their old age and health concerns.
For example, while baby boomers are known for their brand loyalty - preferring a visit to the nearby cafe to trying out new flavors and experimenting at home. Not so do Millenials and GenZers.
In this e-book, we take a look at the key drivers and trends shaping the industry as we move into the new decade, and how should brands leverage technology and analytics to effectively capitalize on this trend.