The idea conveyed by beer – which invites us to let ourselves go with the flow, to say ‘let’s stay as long as it lasts, see how it goes, talk about everything and nothing’ – does not resonate with Gen Z, who experience time differently. The gap is not between beer and Gen Z, but between two different ideas of conviviality
Beverage doesn’t exist in the warehouse; it exists when someone drinks it in a context, in company, in a place of their choosing. This is why HoReCa isn’t simply a distribution channel like any other: it’s the place where the product is called upon to deliver on the promises the brand has built. In purchasing,…
