The Future of Spirits & Liqueurs

In this report we analyze the 8 battlegrounds for alcohol brands looking to win back Gen Z drinkers.

“A shot? Hmm – no thanks!”

Gen Z is ghosting the spirits isle. They’re not anti-alcohol. They’re just drinking differently.

New drinking behaviors are emerging. From zebra striping to slow-sipping. And they want spirits and liqueurs to get a health-conscious, mindful upgrade.

Inside the report:
- The rise of savory flavors
- Is sotol the next tequila?
- 6 brands to watch in 2025/6

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