Generation Z
Gen Z drinks with awareness and less alcohol than its elders. But it wants drinks that make an impact: healthy, delicious, beautiful, and sometimes functional. Fermented drinks, stylish infusions, design cans: Gueule de Joie has what they need, without moralising.
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A new generation that drinks differently, but always with style.
Generation Z has redefined the rules. They are wary of excess, avoid fuzzy mornings and prefer a good time to losing control. Less alcohol, more fun, more awareness. But make no mistake: this is not a generation that settles for tap water or a vending-machine soft drink.
They want stylish, creative, sometimes purposeful drinks. Practical formats, like the can, to enjoy at parties, festivals, on the beach or on video calls with friends. They want bold but balanced flavours, immediate pleasure without the side effects. They look for products that do good, that respect the body, the environment and the culture. Without ever compromising on aesthetics or the vibe.
No need to imitate alcohol. On the contrary: Gen Z owns its own references. They love character softs: cold-brew teas in sleekly designed cans, sparkling drinks made from raw fruit (no concentrate, please), kombuchas well fermented but not too acidic. Functional drinks are also huge: those that hydrate better than plain water, energise without over-stimulating, relax without making you sluggish. These are the mood drinks, the adaptogens, the herbal infusions, the prebiotic sodas, the flower elixirs and the natural boosters. Hybrid drinks, sitting between wellbeing and pleasure, between cool and self-care.
At aperitif time, it is a canned mocktail with tropical fruits or a natural soda with elderflower. On the terrace, hibiscus-raspberry kombucha or organic ginger lemonade. In the evening? A natural energy drink with spirulina, or an ultra-stylish yuzu tonic. And if it catches the light a little, all the better: packaging matters as much as what's inside.
Gen Z loves brands that mean something. That tell a genuine story, that do not pretend to be something they are not. Out with greenwashing, empty slogans and marketing froth. They want real, sincere, stylish. Brands that stand by a vision, that speak to cultural rights, responsibility and inclusivity. And as it happens, at Gueule de Joie, we also select with the vibe in mind.
This is a generation that grew up in a world under tension but never stopped looking for ways to come together. They want to be able to stay hydrated without shame, dance without stumbling, share without having to justify themselves. They are not looking for an alternative to alcohol: they have completely changed the rules of the game. And in their game, softs have won. Not as a fallback option, but as the headline act.
At Gueule de Joie, we had them in mind. So they can find in our selections the drinks that reflect who they are: conscious, joyful, unapologetic. Alcohol-free, but full of attitude. The kind you open like you hit play on a playlist: to set the mood, assert a state of mind, bring people together around a moment.
Drink less, yes. Drink better, always. Drink stylishly, obviously.