Nostalgia, Gen Z, and the Rebirth of Ready-to-Drink Beverages

The subject is the resurgence of alcopops, those brightly colored, sweet alcoholic beverages that gained popularity in the 1990s. These drinks, with names like Two Dogs and WKD, were initially a source of concern due to their appeal to young people. The initial popularity was followed by a moral panic, leading to negative publicity, increased taxes, and restrictions from retailers. This, coupled with a decline in youth drinking, caused the drinks to largely disappear.

However, the story doesn't end there. The Bacardi Breezer, once a prominent alcopop, has returned to shelves, now simply called Breezer, with new flavors. This comeback is part of a broader trend.

The ready-to-drink (RTD) beverage market, the industry's preferred term for alcopops, is experiencing a boom. Diageo, another major drinks company, is launching a campaign to revitalize Smirnoff Ice. This growth is driven by new brands and a resurgence in alcohol consumption among Generation Z.

A recent study indicates an increase in the percentage of UK Gen Z consumers who drink alcohol. Despite this, the return of alcopops may not be as concerning as it seems. While Gen Z is drinking more frequently, they may not be consuming more alcohol overall.

Furthermore, alcopops have adapted to modern drinking habits. The new Breezers, for example, have a lower alcohol content than their predecessors. The return of these drinks is seen as a way to capitalize on 1990s nostalgia.