New survey shows Gen Z will pay more for Instagrammable cocktails

Kate Malczewski

Kate Malczewski

26 September 2018

What does it take to make the perfect cocktail? Well-balanced flavours? An original concept? Flawless technique?

Perhaps the ideal cocktail is just the one that delivers the most Instagram likes.

Though it may not come as a surprise, a new report from soft drinks company Franklin & Sons shows that social media recognition plays a significant role in the drinking experience of younger consumers.

The survey polled 1,000 people to learn more about British drinking habits and the results emphasised a few key trends among members of Generation Z (that’s people born since 1995). For one, Gen Z customers are four times as likely to spend up to £15 on a single cocktail compared to older generations.

The findings also highlighted the rise of no- and low-abv drinking, with 46% of people under the age of 35 saying they would be likely to order a mocktail, in contrast with just 16% of over-35s.

But regardless of whether a drink contains alcohol, Gen Z customers expect drinks to deliver trendy ingredients, high quality and, of course, the potential for Instagram attention. According to the survey, they expect their ideal beverage to garner an average of 74 Instagram likes.


How is your bar responding to the thirst for Instagrammable cocktails? Read Imbibe’s take on crafting cocktails in the age of social media here, and tell us your thoughts on Twitter @imbibeuk

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