Craft Beer Professionals29 Tammi 2025

Attracting Gen Z: Engaging New Audiences in Craft Beer

As more Gen Z consumers reach drinking age each year, breweries face the question: how can they attract this new audience to craft beverages? To effectively appeal to Gen Z, it’s essential to understand their values, drinking habits, and experiences they prioritize—and how these differ from those of previous generations, like millennials.

This panel will explore Gen Z’s top priorities in a brand, such as transparency, eco-conscious practices, and community involvement, and how these values can guide marketing strategies. Panelists will discuss the various methods they use to attract more Gen Z consumers who are new to the craft beer space. This includes appealing to their wellness-oriented drinking habits and offering beverage options beyond traditional beer. Key areas of focus will also include Gen Z's use of social media for finding authentic recommendations, along with their preference for budget-friendly options and experiences that go beyond just drinking.

This conversation features:

Anaïs Quintela (Arizona Wilderness Brewing Co.)
Evan Blum (BrewedAt)
Michael Crosson (Bitchin' Kitten Brewery)

Moderated by: Aaron Sperber (Craft Beer Professionals)

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