How Gen Z Is Leading the Alcopops Comeback

Alcopops are making a comeback amid a growing trend of young people dropping sobriety.

If you’re crashing a backyard barbecue, you’ll now spot hard seltzers, non-alcoholic beers, and fluorescent BuzzBallz, an obvious Gen Z favourite.

It’s a far cry from the mid-2000s of WKD, Bacardi Breezers, and Smirnoff Ice bobbing in melting ice.

But nostalgia is at play: alcopops are back, reimagined and rebranded for a generation that wants flavour, convenience, and visual appeal.

The resurgence isn’t just visual; what’s inside the can has changed.

Driven by more health-conscious habits and a craving for variety, the new crop of ready-to-drink (RTD) options spans a wider range of ABVs, flavours, sweetness levels, and carbonation styles.

We delve into the return of alcopops and the reasons why they have a newfound popularity among Gen Z.

How Alcopops have Evolved

Two decades ago, Smirnoff Ice, WKD, and Bacardi Breezers were the reigning stars of the alcopop world: fun and fruity served in plastic bottles, often with billowing barbecues on the side.

Today’s RTDs feel sleeker, smarter, and more health-savvy.

As Marten Lodewijks, president of drinks-market analysts IWSR US, explains:

“A decade ago, hard seltzers, with less sugar and a lower ABV, appealed to a new, more health-conscious consumer that didn’t want quite as much sweetness.

“Lower calories also meant less flavour, however, and, as with any trend, a countertrend soon emerged.

“Companies responded with a ‘much wider range of ABVs, flavours, sweetness levels and even carbonation’.”

BuzzBallz captures that creative energy.

With its array of flavours packed into unique round cans, they have quickly grown in popularity, as Vice President Jess Scheerhorn said:

“In just 12 weeks, BuzzBallz climbed to become the #18 RTD brand by volume in the UK and is now the fastest-growing brand within the top 20.”

For some British South Asians, these drinks feel right at home, as 23-year-old Simran said:

“I don’t always want to drink, but I like having something that looks fun and tastes good when I do.”

It’s nostalgia with a modern twist.

Gen Z’s Take on Alcohol

Many people think Gen Z is giving up alcohol, but the data doesn’t support that.

Diageo’s Giles Hedger confirms that while Gen Z drinks socially a bit less often, “they do so very enthusiastically”.

Alcohol remains central to their social lives, with “three-hour-plus” nights out, love for spirits, and soft spots for cocktails.

Nik Jhangiani, Diageo’s interim CEO, says that as Gen Z “clamour for canned cocktails and alcopops”, there’s a “huge opportunity” to win over a generation once pegged as anti-drinkers.

Diageo is re-crafting Smirnoff Ice for this moment – fresh look, canned format, but still with the “citrus flavour notes that people know and love”.

According to research by IWSR, 73% of Gen Z respondents had consumed alcohol in the last six months, a marked rise from 66% just two years earlier.

But with the rising cost of living, young people are being more selective when it comes to their drinking choices, with alcopops and RTDs being their preferred choice.

Rohan explained: “With everything costing more, I might choose one well-made RTD over a round in the pub, and it still feels like an occasion.”

Aesthetics & Social Media

Gen Z is the first truly social-media-native generation, and aesthetic is everything.

Kiti Soininen, Mintel’s UK category director for food and drink research, notes that “73% of white spirits drinkers think that using visually appealing glassware makes drinking white spirits more enjoyable, which no doubt works in favour of BuzzBallz”.

This logic extends to the packaging itself: pretty cans or funky spherical containers have dual functions: as drinks and as ‘look at me’ social media props.

And a visually driven culture is no stranger to British South Asians.

Think Instagrammable mehndi patterns or ideal shot lighting at the wedding reception.

A BuzzBallz, Smirnoff Ice can, or pastel seltzer looks right at home next to your curated feed of fusion food and festive moments.

Priya said: “BuzzBallz is more than just a drink for me.

“If I were to post a picture of it at a celebration, people instantly vibe with it.

“It’s like mixing our culture with what’s trending right now, all in one colourful thing.”

Value & Versatility

RTDs are growing fast.

Mintel’s senior research analyst Alice Baker says that rising sales, “from around £530 million a decade ago to an estimated £970 million in 2024”, underscore RTDs’ appeal as “a money-saving alternative to cocktails in pubs and bars”.

The cost-of-living squeeze has hit pubs, restaurants, and traditional night-outs hard, so pre-mixed drinks at home, like RTDs, emerge as both savvy and social.

This trend is especially meaningful for British South Asian Gen Zers who love informal, fusion-flavoured gatherings, whether it be with friends or at a wedding.

Amrita said:

“I’ll buy a can of Smirnoff Ice if it’s cheaper than a cocktail; it works for me.”

IWSR’s Richard Halstead explains that much of the perceived decline in Gen Z alcohol consumption is temporary and cyclical, not structural, and definitely not their “fault”.

As incomes rise, RTDs allow this generation to upgrade their drinking experience without breaking the bank.

The comeback of alcopops in the form of diverse, stylish RTDs isn’t a throwback; it’s a reboot.

Gen Z Brit South Asians, who value aesthetic, flavour, and social moments equally, are embracing these drinks.

Instead of choosing to drink, they’re choosing how to drink, with intention and flair.

From the playful BuzzBallz sphere to the revamped Smirnoff Ice can, the real innovation lies in matching Gen Z’s dynamic social energy.

This generation drinks, yes, but they demand taste, authenticity, and convenience. Alcopops have risen to meet them there, and it’s a match that feels destined to define our age.