Kia Illulian started Carrera Cafe in September 2016 with the Ripple Maker as its primary distinctive feature. Innovating “the intersection of fashion, social media, and coffee,” Kia, together with his co-workers, created an immersive, photogenic area where guests could have an unforgettable, Instagrammable experience in the middle of West Hollywood. West Hollywood, they’d be sure to share on social media.
The strategy has proven successful.
In the space of a year, they were included on the cover of Vogue.
One day, Carrera Cafe was featured on KTLA’s LA Unscripted, delighting host Dayna Devon with their gorgeous design with delicious breakfast sandwiches and teaching her how to make a latte that has “the picture of the person that is the most important to [her] in the entire world” (her dog Violet).
If Ripples interviewed Kia Ripples team sat down with Kia earlier in 2017, Kia told us that buying Ripple Maker Ripple Maker was a “no brainer” and that “you spend a tiny amount of money and receive a huge return. The value of marketing and press.”
Five years later, his marketing strategy and strategies are solid and consistent. In addition, his Ripple Maker continues to pay dividends.
Increased demand and lower barriers to entry have also led to an increase in the range of non-alcoholic beverages across all categories of drinks. Drizly claims an increase of 166% in the quantity of non-alcoholic items that are available on its website in comparison to the year 2019. It’s not known which one was first either, for example, the strawberry lemon canned margarita that isn’t alcoholic. Still, Gen Z’s drinking habits are leading to a no-alcohol lifestyle with a constant flow of new products and demands.
The takeaway: With so many new products available and a plethora of new products to choose from, it’s now easier to grasp and hold Gen Z’s attention by offering new non-alcoholic beverages.
As a category, alcohol-free is growing 4X faster than low-alcohol.
While the market for non-alcoholic drinks is much bigger ($2.77 billion as opposed to $331 million), recent Nielsen reports indicate that sales of non-alcoholic beverages have grown more rapidly over the past year (+33.2 percent) when compared to alcohol-free beverages (+8.1 percent). In light of Gen Z spearheading the non-alcoholic drinking trend and the rise of non-alcoholic drinks, these numbers are logical. Being a generation of internet natives, One of the primary reasons for Gen Z’s decline in drinking habits is a fear of risk and the anxiety about having drunken behavior widely broadcast through social media.
Takeaway: The alcohol-free drinks market is expanding faster in Gen Z because it meets the unique needs of Gen Z for a safe and social drinking experience, but also the special event’ reward.
Fifty-eight percent of Zoomers believe that authenticity is ‘ very significant’ for brands.
Although big-name brands are continually offering large-scale non-alcoholic products, The real breakthrough in the NA beverage market can be discovered in the independent beverage manufacturers that produce small-batch, craft, and flavor-based options. This appeals to a large portion of Generation Z, who prefer lifestyles that are based on values and have a particular inclination toward authenticity and transparency, which smaller brands typically have for them.
In this way, Gen Z is even more committed to their cause than the Millennials. An earlier McKinsey study of the significance of purpose when it comes to purchasing decision-making reveals that 58 percent of Zoomers consider authenticity to be ‘ very significant’ in their purchasing choices. Therefore, it’s not surprising that some of the most well-known emerging non-alcoholic beverage brands operate with catchy slogans like “Created by plant scientists and bartenders” (Three Spirit), “What began in a kitchen in the woods is now leading a worldwide revolution-changing the way we drink” (Seedlip Herbal Elixirs) as well as “Shaken, not slurred” (Curious Elixirs, ready-to-drink mocktails). Find out more about other noteworthy spirit marketing trends for 2022.
Not to be forgotten:
The sales of non-alcoholic spirits have grown by 113.4 percent since the year 2020, exceeding growth for both non-alcoholic beers (31.7 percent) and wine (39.4 percent) as per Nielsen.
The sales for RTDs have increased by 400% from 2019 on Drizly.
The takeaway: Don’t be afraid to launch non-alcoholic drinks from independent brands, particularly RTDs and spirits. Gen Z places a high importance on exposure to the latest and exclusive products.
Environmental and health concerns drive 42 percent of Gen Z purchase decisions.
Alongside authenticity, trustworthiness and environmental considerations are important factors that influence Generation Z’s buying decision-making. McKinsey says that 42 percent of Zoomers and 53% of Millennials mention recycling of packaging, recyclable products, and related initiatives and ‘no artificial ingredients natural, non-GMO/natural’ as being very significant’ in their purchasing choices. Non-alcoholic beverage producers are responding by introducing innovative beverages made with an increasing number of plant-based, functional ingredients that are made using environmentally sustainable packaging.
Summary: Both Gen Z and Gen Y are willing to pay more for more sustainable, healthier drinking experiences.
Don’t forget that it’s rare, either. Moderation is the motto of Gen Z’s Gen Z Drinking Game. Gen Z Drinking Game
For all ages, consumers of alcohol-free or low-alcohol drinks aren’t completely abandoning alcohol. 78% of alcohol-free beer, wine, spirits, and other beverages consumers still purchase alcohol-based versions of their favorite drinks. If they want to have a non-smoking night out, they usually point to healthier lifestyles and decreased drinking habits as their primary motives.
What do we do now? Best Practices for Bars and Businesses Serving Gen Z Drinkers
Add interesting mocktails to your usual cocktail menu. With the variety of new cocktails popping up, it’s simple to find a drink that suits any taste and budget.
Make sure to use local or regional-sourced ingredients when it is possible. You’ll earn loyalty points from Gen Z customers for offering food items that are sustainable and based on values.
Make sure you create something your customers won’t experience at home. For example, unique and eye-catching top-of-the-line prints are designed from natural ingredients with the Ripple Maker!
Get your relationship started early by introducing advertisements or social media presence. Always online, this new generation of digital natives will likely be seeking their next memorable drinking experience right on their phones or tablets, so ensure they are able to locate you.
