As younger adult diners increasingly seek cocktails that complement globally inspired cuisines, they are willing to pay more for innovative and thoughtful drink options.
Members of Gen Z have unique priorities after growing up during the pandemic, with a strong inclination towards sustainable and ethically produced food and drink.
Beverage directors are now stepping beyond traditional cocktails, exploring what drinks can represent diverse cuisines, yet this transition from the mainstream has its challenges.
Despite a lower overall alcohol consumption, younger generations prioritize quality and are willing to spend more on both food and cocktails that resonate with their values.
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