Client: Alcoholic Drinks
Project: Gen Z Segmentation
Categories: Alcohol
Tags: Gen Z, Trends, Social Change
An alcoholic beverage brand sought to understand the reasons behind the decline in alcohol consumption among younger audiences. The aim was not only to analyze data but to explore the underlying motivations — what topics matter to them, what social rituals replace drinking, and what this shift symbolizes for their generation.
Methodologies: We conducted in-depth interviews, field immersions during social outings, and quantitative surveys to map behavioral changes and identify new strategic opportunities.
