RTD Brand Talkhouse Encore Debunks Gen Z Drinking Myths

While surveys and headlines proclaim that “Gen Z isn’t drinking,” spirits-based canned seltzer brand Talkhouse Encore conducted two studies on the topic that found quite the opposite. 

To better understand this 21+ demographic and challenge the contradictory narrative, Talkhouse Encore partnered with Panoplai, an AI-powered research platform that uses digital twins, a virtual representation of Gen Z consumers aged 21-28, to assess drinking behaviors, preferences, values and perceptions of ready-to-drink (RTD) cocktails and hard seltzers.

The studies revealed a clear shift in Gen Z’s drinking habits—they’re not drinking less, just drinking more intentionally. This generation is seeking cleaner ingredients, opting for spirit-based beverages over malt. They are also supporting brands that feel authentic and transparent.

“For Gen Z consumers, it’s all about taste and healthier ingredients,” says Robert Minucci, co-CEO of Talkhouse Encore. “I think there will always be a certain subset of the population that wants to drink and socialize, but they want to drink something that’s a little better for them.”

Reaching a New Generation of Drinkers

To better understand Gen Z’s evolving relationship with the canned cocktail category, Panoplai conducted two research studies. The first one surveyed 1,000 U.S. RTD and hard seltzer consumers, including 282 Gen Z respondents, to assess behaviors, values and perceptions of the category.

The second study focused specifically on Gen Z, drawing from the same 282 respondents and a subset of 100+ Talkhouse Encore consumers (both real and AI-powered Digital Twins) to explore brand connection and consumption patterns more deeply.

“Rather than having that five o’clock martini right when you walk in the door after work, Gen Z prefers to drink when they socialize,” says Minucci. “This means that social events such as BBQ’s, pool parties, tailgating and pre-gaming are situations where these consumers are drinking more.”

Through these studies, Talkhouse Encore determined how, when, where and what Gen Z customers are drinking. So, instead of mourning the older generations of drinkers, the brand is utilizing this information to attract a whole new generation of consumers.

“Another aspect of Gen Z is that they’re looking for authentic brands,” mentions Minucci. “They’re looking for brands that they can feel more of a connection with and who they can trust.”

Ramping Up Marketing Efforts

Now that Talkhouse Encore has all this data under their belt, Minucci says they’re planning on using this to help improve the brand’s marketing tactics.

“One thing we did with the software was use it to help us figure out our new redesign,” he says. “While consumers love our old packaging, we needed something that would stick out more on the shelf. We used the software to choose the new packaging that we have today, which helps us to compete for shelf space.”

The data also revealed how consumers are finding new RTDs to drink. Social media influencers have a huge pull over their audience, which is why many brands use them to promote their products.

“It’s super important for Gen Z to find us, so we’ve also started putting more marketing efforts towards social media,” Minucci says.

The Future of Drinking

Based on the survey results and what Minucci has personally experienced during his time at Talkhouse Encore, he says that the future of drinking will rely heavily on flavor.

“If you think you can get away with natural flavoring mixed with your average malt or vodka, today’s consumers are smarter than that,” he says. “There are thousands of products out there. They want a beverage that tastes great and that they feel good drinking.”

The social aspect of drinking will also continue to be important.

“The days of having a drink at home after work are gone,” he continues. “Now, consumers want to drink while they’re hanging out with friends. People getting together will continue to drive the industry forward.”

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