At the Met Gala, Hailey Bieber accessorised her Saint Laurent blazer with a dirty martini in-hand, much to the delight of social media — with creator The Kimbino’s post of a DM asking if it was “vodka or gin” gaining nearly 20,000 likes. Kylie Jenner’s latest venture, Sprinter, is a line of hard seltzers. And Charli XCX has spent the summer so far posting paid content for Aperol Spritz. Meanwhile, on TikTok, novelty drinks like BuzzBallz and jalapeño wine are going viral (with 67,000 and 11,000 posts, respectively). Gen Z might be the most sober generation so far, but when they do drink, they do so on their own terms.
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Market figures show that younger, legal-drinking-aged Gen Z consumers are turning away from alcohol more and more. “It doesn’t mean they’re shunning alcohol altogether, but it does mean they’re much more selective of when, where and what they drink,” says Rachel Arthur, editor of BeverageDaily.
