Taproom drinking habits of Gen Z so far

I had the opportunity to hear Michael Varda of Craft Beer Advisory Services give a talk on Gen Z + Craft Beer: Data-driven Keys to Attracting 27 and Under to Your Taproom. While Michael shared a ton of insight on why this demographic is important to our industry, one of the audience members also posed a question that stuck with me.

When are Gen Zers going out, and how can we use this information to better market to them?

Following our recent deep dive into taproom spending by generation, we now analyze the drinking habits of different age ranges. From a data set of 2,240 unique taproom visits from January 1, 2021 to November 14, 2022, we will look at the days each generation is visiting taprooms and the times that they arrive. 

First up: Gen Zers ages 21-25.

It’s probably no surprise that Saturday is the most popular day for Gen Zers (and every other generation) to visit taprooms. Nearly 25% of taproom visits made by those 21-25 occur on a Saturday, with the most common Saturday arrival time 6pm. 

The heat map below spans from red – yellow – green, with red representing a high visit time and green representing a lower level.

Fridays are the second most common day for Gen Zers to visit, with 5 pm on a Friday the most common time overall for those 21-25 to arrive at a taproom. A potential reason why? Many younger generation employees say they would switch jobs for better work-life balance and schedule flexibility. From a 2024 Credit Karma study, 60% of Gen Z say traditional 9 to 5 jobs are soul-sucking. Are they rushing to clock out at 5 pm and escape to the local watering hole? 

A World Finance report shows that Gen Zers drink on average 20 percent less than Millennials, who also drink less than older generations. However, Gen Zers also favor experiences. As our industry evolves, a taproom visit is no longer just about beer. It’s about the vibes. This includes everything from staff to additional offerings, like non-alcoholic beverages, food, activities, and events. It is your responsibility to create customized experiences for each person who enters your taproom, whether 21 to 81. Take the time to educate Gen Z about your brewery and beer. Help them find the right beer (tip: lead with lighter options) and understand their goals.

So, Gen Z likes to drink at 5 pm on Fridays and a bit on Saturdays. How can you use this? 

• Create events and promotions designed to better attract Gen Zers to visit for a late afternoon happy hour.
• Don’t just create ads that focus on beer. Lean in and showcase your overall experience.

Gen Z may sometimes be price conscious, but also like supporting brands that align with their values, often based around social and environmental issues. Broadcast your company’s mission and what you’re doing to make our world better in messaging to Gen Z.

Gen Zers are also more likely to use platforms like YouTube, Instagram, Snapchat, and TikTok than other generations that often lean towards Facebook. As you work to attract and retain a younger audience (i.e. future consumers), you will have to meet them where they are.

And remember from our prior study, Gen Zers tip the highest at 27.5%. Parties of Gen Zers spend the most per taproom visit. And they just happen to be the most populous generation on the planet.

Recap:

• Guests 21-25 are most likely to visit taprooms at 5pm on a Friday and on Saturdays 2-8pm.
• Gen Z likes supporting brands that align with their values.
• Create marketing and experiences designed specifically for this audience.

Next, we’ll peek at the drinking habits of older Gen Zers and Millennials.

Andrew Coplon is the Founder of Secret Hopper, a mystery shopping company for craft beer businesses, and Craft Beer Professionals, a community dedicated to the growth and betterment of the craft beer industry. Check out all of his CBB articles here.