Whiskey missed its summer moment. Can it still win over Gen Z?

"Whiskey has always carried weight. Think crystal tumblers, low-lit bars, Don Draper pouring a glass after a big win, or Sinatra crooning with a dram in hand. These rituals and symbols have long defined the category, but in 2025 they may also have held it back. While other "dusty" drinks made surprising comebacks this summer (see Bacardi's Breezer relaunch, Smirnoff Ice chasing Gen Z, even cask ale enjoying a 50% surge among 18-24-year-old pub-goers), whiskey didn't seize the moment."

"The idea of making whiskey more appealing to younger drinkers isn't exactly breaking news. But it matters now more than ever, thanks to a new opportunity with this demographic. According to recent IWSR data, 70% of Gen Z now drink alcohol, up from 46% just two years ago. This generation is curious, open to experimentation, and more likely to embrace unexpected drinks than older cohorts."

"That's where new rituals come in. Long associated with hushed reverence, whiskey can become a summer staple when presented in lighter, fresher serves. The Whiskey Highball is the clearest example of this shift. A tall glass, sparkling soda, and a hint of citrus: it's whiskey, but social and sessionable. Suntory's Toki has built its modern identity almost entirely around this serve, while Dewar's has positioned the highball as an everyday cocktail in the U.S."

Whiskey carries weight through rituals and symbols such as crystal tumblers, low-lit bars, and cinematic figures that have long defined the category. Those traditions may have constrained whiskey's appeal in 2025 while other nostalgic drinks enjoyed surprising comebacks. Gen Z drinking has risen sharply—70% now drink alcohol, up from 46% two years ago—and this cohort favors experimentation and unexpected beverages. Whiskey sales among younger drinkers have declined in the U.S. and Europe, creating urgency to attract Gen Z before rival categories cement themselves. The solution is not abandoning heritage but loosening rituals and offering approachable, flexible serves. The Whiskey Highball exemplifies a lighter, social, sessionable serve embraced by brands like Suntory and Dewar's.

Read at Fast Company