Gen Z Wants Cocktails and Beers Without the Buzz

Generation Z consumes less alcohol than previous generations, sparking demand for craft cocktail and beer flavors without the buzz.

Beverage flavors are spilling over into snacking categories, including sugar confections, frozen desserts, chocolate confections and snack bars, too. At the Sweets & Snacks Expo held in May in Chicago, examples on display included cocktail-inspired chocolate cordials and snack nut mixes and sourdough pretzels flavored with hops. In fact, Synergy Flavors recently introduced a portfolio of hop essences made from specific varietals to deliver authentic aromatic and flavor profiles in their beverage options.

More and more of these “non-alcoholic” bars are starting to pop up around the country as business owners set their sites on catering to Gen Z and this growing trend.  There’s now a sparkling hop water beverage served at The Sans Bar, a “sober bar” in Austin, Texas.  And featured at Natural Products Expo West in March in Anaheim, Calif., Hoplark HopTea Brewery and Taproom, Boulder, Colorado, now offers a range of sparkling tea brewed with hops. Co-founder Dean Eberhardt created the drink to deliver the taste and aroma of beer, which he missed during a 30-day dry spell to jumpstart some healthier habits. HopTea is described as “not your grandma’s sweet tea. Hoppy, but with less punch than your best friend’s IPA.”

Hops, alongside floral flavors like lavender, are popping up in beverages promoting relaxation and sleep benefits.  Trending functional ingredients, including collagen and cannabidiol, add bitterness or off notes that may be masked with coffee or chocolate flavors.  “We’re seeing a lot of flavors that can work with functional food and beverage.”  And the trend is going nationwide.  In July, Sonic Drive-In launched a line of mocktail slushes in strawberry daiquiri, piña colada and spicy margarita varieties.

You may want to look for some of these new hoppy and other mockaholic beverages at a sober bar near you and get your natural buzz on.

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