Gen Z And The Genial Vices

The oldest members of Generation Z are now hitting their mid-20s.

One report from Berenberg Research found Gen-Zers drink 20% less than millennials at a comparable age. Before we cheer Gen-Z for their wise choices, we need to realize that one reason for their restraint is that they are more apt to use cannabis.

According to a survey by Technomic, in states where recreational cannabis is legal, 65% of Gen-Zers smoke marijuana and 51% drink cannabis-infused beverages. A study by New Frontier Data, a cannabis research firm, found that 69% of people aged 18 to 24 prefer marijuana to alcohol.

To court Gen Z, Boston Beer Co., the maker of Sam Adams beer, launched a drink with THC, the active ingredient in marijuana. The drink, called “TeaPot,” is infused with 5 mg of THC, and has launched in Canada. Boston Beer Co. is waiting to see if U.S. laws open up. Molson Coors has a joint venture with Canadian cannabis firm Hexo that sells THC-infused drinks in Canada.

Among the beer companies at the forefront of appealing to Gen Z is Athletic Brewing Co. The company claims its non-alcoholic beers make up over 51% of the craft North American beer market. Athletic’s drinks appeal to the “flex sober” movement, those who occasionally drink, but choose sobriety on occasion.

Athletic CEO Bill Shufelt said he thinks non-alcoholic beer will make up 20% of the beer market by 2030.



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