Gen Z are not big alcohol drinkers and if they do drink, beer is the least popular choice of all. They seek sweeter flavor variety, healthier options like a lower calorie count, and have a growing interest in spirits. There still remains an unspoken acknowledgement amongst their generation that beer is cool. You’ll often see beer merch worn by people who don’t even drink it, and if someone genuinely does love beer that alone is noteworthy. If we can’t change Gen Z’s taste buds, we can change the role beer plays. Let’s advertise Budweiser as an accessory, not just a drink.