Gen Z’s drinking habits and how they differ from those of their elders are much discussed, but what if beer itself is a solution to their seemingly lower consumption? 

Senior reporter/Gen Z correspondent Zoe Licata analyzed 2 recent demographic presentations that posit Gen Z-ers are lonely (and broke) and a beer with buddies might be just what they need. 

Insiders are also reading about:

• Who snapped up 10 Iron Hill locations;
• The first RTD made from upcycled ingredients;
• The closure of Creature Comforts’ LA taproom;
• The landing spot for a former Pabst CEO;
• And a MA brewery hitting a milestone.

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Crafted with real raspberries, elderflower, and fresh-pressed Washington apples, Raspberry Blossom delivers a bright, floral profile that stands out on shelves and menus alike. At 8.4% ABV, it’s a premium imperial cider built for winter sales momentum and repeat consumer pull. Learn more

The COVID-19 pandemic, increases in remote and hybrid work, inflation and economic uncertainty … all have contributed to many Gen Z consumers feeling lonely. 

In a recent survey, 15% of Gen Z said they “never” felt lonely in the past year, compared to 60% of baby boomers who said the same, David and Jonah Stillman, the co-founders and father-and-son duo behind consulting firm GenGuru. They presented survey findings in Washington, D.C., last week during the Beer Institute's (BI) Annual Membership Meeting.

Combine Gen Z’s loneliness with their financial insecurity, and you get a generation that values in-person connection and “experiences.”

Jonah Stillman said: “ They want to have this idea that maybe I'm not spending on a specific item, but rather an experience with my friends. And I actually would argue that fits really well for the beer industry for a handful of reasons." 

Insiders can read more about Gen Z’s loneliness crisis and read more about how the COVID-19 pandemic affected the generation’s two halves differently.

Iron Hill Brewery may have another act coming. 

The mid-Atlantic brewpub chain, which abruptly shuttered earlier this fall, is set to be acquired by restaurateur Jeff Crivello, according to filings in U.S. Bankruptcy for the District of NJ, where the chain filed for Chapter 7 bankruptcy in October. Crivello’s LLC IH Restaurants submitted a $12 million bid on October 28 to acquire 10 now-shuttered Iron Hill locations across PA, DE and SC. The chain’s trustee has appointed Heritage Global Partners to auction off the remaining 9 locations. 

Insiders can read more about Iron Hill’s future and revisit past coverage of its abrupt closure.

Thad Vogler, the Bay Area barman, author, and founder of San Francisco’s James Beard Award-winning Bar Agricole, has built a career on celebrating the tie between spirits and agriculture. Now, his newest venture, Waste, extends that philosophy into a new frontier: RTD cocktails.

On the precipice of its first national chain retail placement, Waste arrives as the world’s first canned cocktail made from upcycled ingredients. It’s a 4.5% ABV vodka soda crafted with reclaimed carbon dioxide, alcohol distilled from surplus crops, organic citrus, and packaged in recycled aluminum. 

Insiders can read more about Waste and Vogler’s strategy.

Upslope Brewing (Boulder, CO) is the latest brand to join fast-growing brewery platform Wilding Brands, the companies announced today.

The deal includes Upslope’s full portfolio, such as year-round offerings Citra Pale Ale, Craft Lager, India Pale Ale and West Coast Style IPA, among others. Upslope’s Flatiron Park and Lee Hill taprooms in Boulder and Aprés Outpost in Silverthorne are not included in the acquisition and will remain open. 

Insiders can read more about the deal and catch up on Wilding’s wild year.

In just 26 days, Brewbound Live (Dec. 10-11 in L.A.) becomes the meeting place for brewery leaders and professionals across the bev-alc industry.

We’ll go deep on the topics that matter most to those navigating a changing beverage-alcohol landscape.

Featuring:

• Building Partnerships for the Future — Hendler Family Brewing and Wilding Brands on how collaboration and scale are redefining success for craft brewers.
• Inside the Hemp Beverage Market — Top Ten Liquors’ Jon Halper shares lessons from Minnesota’s booming hemp category and how suppliers can break in.
• Making Your Brand Pop IRL — Athletic Brewing and Boston Experiential Group on turning live activations into lasting consumer engagement.

View the full agenda now!

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