Hand with smartphone photographs a beer mug in the other hand

Drinks.Future - Gen-Z?!

How drinks trigger a WOW! at Generation Z.

With Gen Z, brand loyalty is only possible to a limited extent. This makes it all the more important to be relevant in contexts as a drink! If you don't think as a brand from the consumer's point of view, you will have a hard time in the target group "Fridays for Future".

At the Marketing Forum of BrauBeviale on 12.11.2019, 11:30-13:15, we will show how Gen Z is successfully reached with exciting lectures:

With the "Fridays for Future" movement, Gen Z has set the world's first generation-specific example.
Who is Generation Z?
What drives them, what are their concerns?
What distinguishes Gen Z from the previous generations Y and X?
Generation Z is the generation of short distances. Even more than their predecessors, they expect immediate answers, offers and experiences. A brand that fits into simple drawers ideally makes everyday life easier. At the same time, the strategic break with familiar drawers promises even greater success. Provided it follows the GenZ logic.
  • Fourth generation family brewery
  • From wheat beer brewery to speciality brewery
  • Courage to explore new avenues
  • Maisel's Beer Experience World - Touchable and Innovative
Craft Beer revived the beer category and let people in Germany talk about the product again.

With Gen Z, a generation is now growing up that values regionality differently and for whom beer or craft beer will not always be the first choice. Experience contexts are therefore much more important for this new generation of consumers in order to convince in the future as a brewing creation!
Plastic to avoid - the number 1 measure from the consumer's point of view in terms of environmental protection. How water bubblers can make life more comfortable and help to stem the flood of plastic.

Reaching target groups beyond the mass media - the role of PR and social media in times of fragmented markets.

Individualization despite standardization - homemade beverages as a new trend.
With our now Promo Tour 2019 through various German cities, we want to reach new buyers of the target group GenYZ and strengthen the loyalty of our existing buyers to the now brand. Neumarkter Lammsbräu is actively integrating the target group GenYZ into the Internet campaign "Misch dein Ding", where existing now customers and future fans of the brand can create their now special edition 2020 from various organic components.
Creativity in beer has become a well-known requirement of young consumers. But how much creativity can there be? Successful creativity is also determined by authenticity and drinkability.
A short summary of the presentations of the Marketing Forum, how Gen Z ticks as a consumer generation, what inspires them about beverages and how individual beverage brands have succeeded in sustainably binding this new generation of consumers to brands.

Our speakers:

Ralph Ohnemus
Ralph Ohnemus

CEO

Dr. Uwe Lebok
Dr. Uwe Lebok

CMO

Florian Klaus
Florian Klaus

Director BrandPsychology

We are looking forward to the following speakers:

Jeff Maisel
Jeff Maisel

Brauerei Gebr. Maisel KG

Robert Glaab
Robert Glaab

Glaabsbräu GmbH & Co. KG

Steven Brechelmacher
Steven Brechelmacher

Neumarkter Lammsbräu Gebr. Ehrnsperger KG

Martin Plothe
Martin Plothe

SodaStream GmbH