Drinking less, demanding more.

Why music is the key to Gen Z engagement.

Gen Z is raising the bar for alcohol brands.

Gen Z are values-driven, culture-conscious and quick to call out anything that lacks authenticity. When paired with more mindful, considered drinking habits, this shift means alcohol brands can no longer rely on traditional marketing methods to earn their attention, or loyalty.

In today’s audio-driven world, sound is one of the most powerful tools for building relevancy and connection. A brand’s sound and how it shows up in music culture plays a defining role in how Gen Z perceives and engages with it. 

This report explores how brands can use music as a powerful cultural connector to build meaningful, lasting relationships with the next generation of drinkers.

Inside the report:

• Why a holistic, consistent approach to a brand’s sound is vital 

• How music drives authenticity and emotional connection with Gen Z 

• The link between cultural relevancy drives commercial success

• Key opportunities across campaigns, content, activations and partnerships 

• A step-by-step framework for building  music strategy that delivers long-term impact