3 Ways to Attract the Gen Z Beer Drinker Through Package Design

Photography courtesy of Berlin Packaging

Digital natives, Gen Z grew up with technology and heavily rely on it in their day-to-day lives. They tend to curate their lives by social media standards. Sites like TikTok and Instagram have gained popularity, with Forbes finding that almost half of Gen Zers primarily use social media to get their information. This rise in digital connectivity is partly driving the moderation trend, with online image control a priority, and also influences the products Gen Z purchases and promotes. GlobalData reports that almost half of North American Gen Zers find it essential or nice to have a social media recommendation when making purchase decisions.

Beer brands targeting this generation should have both aesthetic and taste appeal. A strong visual identity is not only memorable but shareable. Products and packaging that look good are social media-friendly and encourage sharing online, along with positive hashtags. Unique bottle shapes and Insta-worthy brand design can help beer brands create buzz.

Beyond aesthetic appeal, Gen Z wants elevated experiences and seeks quality over quantity. GlobalData states of Gen Z, “Financial limitations and their goal focus, alongside a desire for enhanced experiences, mean they are looking for nuance and inspiration in their beverage choices.” Smart technology—such as augmented and virtual reality labels—can help create the elevated experiences these consumers are seeking while promoting connectivity.

Berlin Packaging is the world’s largest Hybrid Packaging Supplier®, providing primary and secondary packaging solutions, design services, sustainability consultation, warehousing, and inventory management, and more to breweries of all sizes. The company’s Studio One Eleven® design and innovation division specializes in creating buzz-worthy brand designs that win with Gen Z consumers.

The Studio developed a custom bottle for Veza Sur, a Miami-born craft brewery scion of AB-InBev. Inspired by the brand’s Latin roots, the design team created a short, stout, amber glass bottle that reflects Miami’s melting pot of Cuban, Caribbean, and South American influences. The package’s vibrant, free-spirited, artisanal aesthetic is chic and shareable.

Photography courtesy of Berlin Packaging

Self-expression and individual identity are essential to Gen Z. A Euromonitor survey found that 45% of Gen Z members like to be distinct from others. And according to GlobalData, “Gen Z consumers also desire products and services to be personalized to their individual needs. They do not want to be generic consumers, whereby thousands of others have identical products.” Gen Zers also value creativity and creation and want to engage with brands to influence product innovation.”

Custom beer packaging and unexpected designs can meet Gen Z’s desire for individuality and uniqueness. Limited-edition and seasonal products encourage exploration and experimentation. Allowing consumers to mix and match products to create their own personalized 6-pack or case enables customization. Smart packaging, such as QR codes, can redirect consumers to a brand’s website to find personalized product recommendations, curated food pairings, and more.

Berlin Packaging has an extensive catalog of stock beer bottle designs, including our “Special” and “Fantasy” collections with unique shapes and silhouettes that are anything but ordinary. Beyond that, the company’s Studio One Eleven design team creates bespoke solutions that are unlike anything on the market. These options enable brands to express their unique personality and appeal to Gen Z consumers seeking something distinctive and innovative.

image courtesy of Berlin Packaging

Gen Zers want to make a difference and feel they are creating change. According to Euromonitor, more than half of Gen Z feel they can make a difference through their choices and actions. These consumers want to support brands that align with their values and beliefs and are willing to boycott those that do not. They appreciate companies that “take a stand” or raise awareness about issues they care about, including diversity, inclusion, and sustainability. Beer brands can support these issues, but they must do it authentically.

Choose a topic or cause that is meaningful for your brand and its consumers, and demonstrate clear messaging or action related to that issue. It is essential to be transparent and trustworthy. If your brand prioritizes sustainability, ensure that you aren’t engaging in greenwashing or making misleading claims.

Berlin Packaging’s global sustainability team helps brands find effective and impactful sustainable packaging solutions through material circulation, component optimization, and component reuse. Options include recyclable cans, post-consumer recycled bottles, eco-friendly can carriers, and more. Berlin Packaging conducts lifecycle analyses (LCAs) to quantify a product’s environmental impact throughout its entire lifecycle and helps beer brands connect with consumers honestly and authentically through messaging.

Berlin Packaging has unmatched beer industry expertise, with decades of experience helping breweries of all sizes grow their business. They have thousands of suppliers around the globe and extensive sourcing capabilities for cans, bottles, growlers, kegs, closures, carriers, and more. Combine that with their value-added services – including design, sustainability, warehousing, inventory management, quality control, and more – and they’re a one-stop shop for all your packaging needs.

Visit their website to learn more about how they can help your beer brand through innovative packaging.