By Jonny Davis

For The Drum’s food & drink focus week, Jonny Davis of Allied Global Marketing looks into what the booze brands are doing to capture the attentions of gen Z, famously the driest generation in… generations.

There’s a reason every alcohol brand wants to connect with the gen Z audience.

More accurately, there are 353 billion reasons: it’s already a global spending power of £353bn. Brands are no longer waiting for this audience to mature. They are ready to spend.

Gen Z is seeing far more alcohol abstinence than previous generations. So, if they’re to Read full story ›

Source: The Drum