Generation Z

Generation Z has redefined the rules. They distrust excess, avoid fuzzy mornings after, and prefer good vibes over 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 soda.

They want stylish drinks, creative, sometimes purposeful. Practical formats, like the can, to enjoy at a party, a festival, on the beach or on a video call with mates. They want flavours that are bold yet balanced, instant pleasure without the side effects. They look for products that do good, that respect the body, the environment, and 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, thank you), kombuchas well fermented but not too acidic. Functional drinks are also huge: those that hydrate better than a standard water, that energise without wiring you up, that relax without dulling you. These are the mood drinks, the adaptogens, the herbal infusions, the prebiotic sodas, the flower elixirs and the natural boosters. Hybrid drinks, sitting between wellness and pleasure, between cool and self-care.

At apéro time, it's a canned mocktail with tropical fruits or a natural soda with elderflower. On a 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 sparkles a little, all the better: packaging matters as much as the ingredients.

Gen Z loves brands that mean something. That tell a real story, that don't pretend to be something else. Out with greenwashing, vague slogans, and marketing fluff. They want the real, the genuine, the stylish. Brands that stand by a vision, that speak to cultural rights, responsibility, 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 pressure but never stopped looking for ways to come together. They want to be able to stay hydrated without shame, dance without losing it, share without having to justify themselves. They're not looking for an alternative to alcohol: they've 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 them: mindful, joyful, confident. Alcohol-free, but full of attitude. The kind you crack open like you hit play on a playlist: to set a mood, assert a feeling, bring people together around a moment.

Drink less, yes. Drink better, always. Drink stylishly, obviously.