Is pop culture enough to court sober Gen Z?

Luxury alcohol brands have long positioned themselves as cultural tastemakers, weaving their heritage into art, fashion, and entertainment. However, with Gen Z increasingly choosing not to drink — or at least drinking less — these brands are facing a major challenge: staying relevant. As younger consumers prioritize conscious consumption and wellness over drinking culture, alcohol companies are remoulding their marketing formulas. As a result, popular culture is steering the creative strategies of beverage brands more than ever before. C-pop star Jackson Wang is Hennessy’s brand ambassador, Glenmorangie’s new Once Upon a Time in Scotland short films star actor Harrison Ford, Penfolds has released a stream of collaborations with Kenzo artistic director Nigo, and Don Julio recently surprisingly launched a limited edition menu with fast-food chain Popeyes. Showcased through brand collaboration and partnership trends, resonating culturally with the new generation of luxury consumers has become a central aim for alcohol brands. The declining alcohol consumption trend Gen Z consumers are set to become the wealthiest generation ever, but they are drinking less than their predecessors. A 2024 survey by advertising firm Red Brick Road found that more than two-thirds of Gen Z Brits “fear” drinking too much, and 32% reported consuming less alcohol than the previous year. In China, social drinking remains popular, particularly among high-income consumers, but younger demographics are increasingly selective about alcohol consumption, according to an IWSR report. This trend has left luxury alcohol brands at a crossroads. While millennials (consumers aged between 1981 and 1996) — who still account for more than half of luxury purchases — continue to engage with high-end alcohol, Gen Z’s cautious approach to drinking has led brands to seek new ways to engage with them beyond the bottle. A shift to cultural and fashion collaborations To maintain their aspirational appeal, alcohol brands are tapping into the cultural zeitgeist, leveraging high-profile collaborations in art, music, fashion, and entertainment. Rather than focusing solely on the product itself, these brands are incorporating storytelling and craftsmanship to create an emotional connection with consumers. “Whether it’s artists, sports people, celebrities, fashion designers, musicians or actors, we always look for partnerships that embody innovation and share our values of cultural richness and collective achievement,” Moët & Chandon Chief Marketing Officer Isabel May told Jing Daily in an interview. For example, Hennessy’s partnership with Chinese pop star Jackson Wang and his fashion brand Team Wang has positioned the cognac brand within the cultural ecosystem of music and street fashion, appealing to young consumers who resonate with Wang’s artistic vision. Similarly, Moët & Chandon collaborated with artist Daniel Arsham, fusing contemporary sculpture with luxury champagne to create a collectible bottle that extends beyond a simple beverage purchase. Commenting on Glenmorangie’s latest short film, its first large-scale celebrity-led campaign, brand CEO and President Caspar MacRae, says, “The great thing about working with Harrison Ford is that he’s adored across generations and nationalities and his many iconic roles span decades and genres. We believe this will help us reach a broad cross-section of whisky lovers and invite more people to discover the joys of our single malts. What’s more, not only is he a Hollywood legend, he’s a genuine single malt whisky lover, which is incredibly important to us.” Leveraging fan bases attached to pop culture icons is a sure way to generate new levels of exposure, while simultaneously establishing cultural relevance on a global scale. “This particular brand [Ford] campaign is not about reaching a specific demographic in terms of age, but more about connecting with existing fans of single malt around the world, and showcasing in a deeper way the craft, heritage and quality that goes into every bottle of Glenmorangie,” MacRae adds. “We wanted to tell the story of the real people and places behind our whisky, through Harrison’s eyes.” Luxury alcohol brands are also drawing on architectural and industrial design to elevate their image. Industrial designer Ini Archibong’s collaboration with Dr. Dre and Snoop Dogg’s Gin & Juice brand is a testament to this, with the Still G.I.N. bottle merging handcrafted Murano glass techniques with a modern hip-hop aesthetic. The design draws inspiration from classic West Coast car culture, reinforcing the lifestyle aspect of the brand and making it a cultural artifact, rather than just a drink. Meanwhile, Japanese architect Kengo Kuma’s work with Dalmore Whiskey introduces architectural sensibilities into whisky branding, merging Japanese minimalism with traditional Scotch heritage. Creating experiential luxury beyond drinking Beyond collaborations, luxury alcohol brands are leaning into immersive experiences to attract Gen Z. Rather than pushing consumption, they are positioning themselves as lifestyle brands that champion artistry, exclusivity, and cultural relevance. Pop-ups, art installations, and interactive events are becoming the new face of alcohol marketing. Hennessy’s Mixology video series with Jackson Wang exemplifies this shift — blending storytelling, fashion, and music rather than focusing solely on the cognac itself. The intersection of fashion and alcohol branding is also expanding. JW Anderson’s collaboration with Guinness, which saw the fashion designer integrate the beer brand’s imagery into a Milan Fashion Week collection, demonstrates how alcohol brands can exist as cultural icons rather than merely beverages. Penfolds’ work with Kenzo creative director Nigo also reflects this shift, using fashion collaborations to extend wine branding into the luxury lifestyle space. The future of luxury alcohol marketing By embedding themselves within fashion, art, and entertainment, brands are ensuring they remain aspirational — even for those who drink less, or not at all. Ultimately, the most successful brands will be those that understand that selling luxury alcohol is no longer just about what’s inside the bottle — it’s about crafting an entire lifestyle around it. As Gen Z continues to redefine luxury consumption, alcohol brands must rethink their strategies — it is likely that collectors items, pop culture moments, and new product categories beyond beverage will soon define the future of luxury alcohol.

Is pop culture enough to court sober Gen Z?

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Published February 14, 2025

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Is pop culture enough to court sober Gen Z?