The Weekly Sip: Summer Brews Aim to Win Over Gen Z Drinkers

This week’s edition of The Weekly Sip highlights how major beverage companies like Anheuser-Busch and Constellation Brands are launching new summer brews tailored to attract Gen Z consumers. With shifting preferences among younger drinkers, these brands are focusing on lighter, flavorful, and more socially conscious options to stay relevant. The push reflects a broader trend in the alcohol industry to innovate and connect with the next generation of drinkers through trend-driven marketing and product development.

Anheuser-Busch is bringing back its popular apple-flavored beer, a move that’s exciting fans who had embraced it during its initial release. Originally introduced for a limited time in 2020, Busch Light Apple gained a strong following, especially among college-age drinkers, thanks to its crisp and sweet apple taste. The limited-edition beer is set to return this month.

According to Krystyn Stowe, Busch’s head of marketing, about one-third of the brand’s recent social media comments were from fans requesting the return of the apple flavor. With growing interest in lower-alcohol options, major brewers like Pabst and Miller High Life are refreshing their product lines by introducing or reintroducing lighter beer variants.

Releasing drinks for a limited time helps beverage brands create buzz through unique flavors, while also highlighting their main product lineup through a sense of urgency. Corona is turning its attention to younger drinkers with the nationwide launch of a new citrus-infused light beer.

Constellation Brands has officially rolled out Corona Sunbrew Citrus Cerveza across the country. It was first introduced last summer in the Northeast as a trial run. The beer has 4.5% alcohol by volume and includes real orange and lime peels along with citrus juices. The idea for the drink came from Gen Z’s tendency to mix flavors and customize beverages, according to Rob Nelson, Corona’s senior VP of marketing.

After the initial test saw an 86% rate of customers buying the product again, the company is eager to see how it performs on a national scale. This move comes as the beer industry tries to win over Gen Z, a generation that drinks noticeably less beer than millennials and is shifting toward alternatives like canned cocktails.

A startup supported by Keurig is making waves by introducing a protein-packed soda, aiming to capture attention in the competitive health soda space dominated by players like Poppi and Olipop.

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Source: fooddive‍