How to Target the Gen Z Market with Glass Bottle Packaging   

It is no secret that Generation Z is unlike any other generation that has come before it. With a reputation for shaking up multiple industries with their modern mindsets, Gen Z is quickly changing the way businesses view their future product lines, and nowhere is changing more rapidly than the beer, wine, and spirit sectors. As this generation grows up, their spending power will leave businesses with no choice but to ensure that this generation is at the forefront of their future strategies.  

Read on to see how you can target the Gen Z consumer market with your glass bottle packaging.  

PLEASE NOTE: Not all individuals within the Gen Z demographic are currently of drinking age and are therefore exempt from the following information found in this blog. For more information regarding the responsible marketing and promotion of alcoholic products, read the Portman Groups guidelines. 

What Makes Gen Z Different Than Other Generations

Generation Z, or Gen Z or Zoomers, are individuals who were born between 1997 to 2012. They are the generation that comes after millennials and before Generation Alpha (the youngest generation) and are the group of consumers who have recently entered the workforce. With this, they are also quickly gaining spending power within the beer, wine, and spirits industries.  

But what makes this generation different from their predecessors?  

Well in short Gen Z have grown up with social and technological factors that their predecessors did not. Influences such as social media, financial recession, and the COVID-19 pandemic, have left Gen Z consumers with some very different ideas towards alcohol and the businesses that sell it.  

NoLo’s Need for Bespoke Bottles

One of the main changes seen as a result of Gen Z’s view on alcohol, is the rise of the NoLo sector.  

The non-alcoholic drinks sector has grown enormously since 2020 as a result of both the Covid-19 pandemic pushing people to go sober, and accessing content online is making people more aware of the dangers of alcohol on the body. Out of all those who are now sober or sober-curious, Gen Z holds the highest percentage of members in this category. In fact, 27% of Gen Z don’t drink at all, and overall, they drink 20% less than millennials on average. This has led to the non-alcoholic category surpassing $11 billion in 2022. 

In order to capitalise on this trend and resonate with your Gen Z audience, investing in the look and feel of your no and low alcohol range is essential. Too many brands rest on the laurels of their NoLo brands being held in a niche market, and therefore their glass bottles don’t need to be anything special. But as the market increases, brands will need to differentiate to stand out amongst the competition and a bespoke glass bottle is a brilliant way to manifest uniqueness. Take for example Three Spirit’s mystique and intriguing glass bottle which gives it a prominent position amongst its shelf mates. Coupled with bold colours and the use of UV inks, Three Spirit emulates the whimsical yet premium look popular amongst Gen Z consumers.  

Bespoke Branding is Key  

With the rise of social media coming at the very start of their lives, Gen Z have grown up with the idea of identity and branding as a core part of their social outlook. As a result, one of the major influences that businesses will need to pay attention to when it comes to targeting the Gen Z consumer base, is the way social media has put a spotlight on how a product’s brand reflects their customers values.  

Bespoke bottles offer a way to break the mould away from generic designs and create a visually distinct product that demands attention. This resonates with Gen Z’s desire for individuality and standing out from the crowd. In addition to this, the design of the bottle can portray a story about the brand’s values and personality. This allows spirit brands to connect with Gen Z on a deeper level, showcasing their commitment to specific themes or aesthetics. Moreover, a well-designed bespoke bottle can also be recognised on social media. Conveying your brand on platforms that are at the heart of Gen Z’s everyday lives.  

Sustainable Glass Bottles as an Expectation in Gen Z Packaging 

On top of growing up with social media, Gen Z have also grown up in the midst of a climate crisis. This has led many to form a strong commitment to the eco-conscious movement, with 72% saying they have already changed their behaviour to reduce their impact on the environment. 

Sustainability is no longer a fad, it’s a core value for many consumers, especially Gen Z. For spirit brands, that means going beyond just a green label to creating truly eco-conscious bottles. To achieve this, businesses must investigate and innovate their supply chain operations to deliver the sustainable transparency expected by Gen Z. The recipe for success is threefold: first, use a high percentage of recycled glass (otherwise known as cullet) to minimise waste. Secondly, optimise bottle weight to reduce raw material usage and fuel needs during transportation. Finally, prioritise local manufacturing to cut down on emissions. Glass bottle ranges such as our new off-the-shelf packaging range, ECOVA, allow you to hit all of these points with ease and without the hefty price tag.   

By implementing these practices throughout the lifecycle of the bottle, brands can create handcrafted glass packaging that are both sophisticated and sustainable. This holistic approach fosters brand loyalty while demonstrating a genuine commitment to environmental responsibility, a win-win for both consumers and the environment. 

If you’re looking to target Gen Z through transcendent glass bottle packaging, get in touch with our team to futureproof your spirit brand.