.avif)
As Gen Z begins to reshape the hospitality landscape, breweries and brewpubs face a pivotal challenge — and a massive opportunity. With their digital-native mindset, value-driven spending habits, and hunger for authentic experiences, Gen Z drinkers aren't just looking for a cold beer. They're seeking community, creativity, and connection — and that means breweries need to think differently.
In a recent conversation between Adam Howe (Solutions Engineer at GoTab) and Evan Blum (Co-Founder of BrewedAt), we explored what it takes to attract and engage Gen Z through experiential marketing and tech-forward operations. Here’s what every modern brewery should know.
Gen Z Isn’t Drinking Less — They’re Drinking Smarter
Yes, Gen Z is drinking less alcohol overall — but it’s not because they’re not imbibing anything. They’re more intentional. They want purpose behind their purchases and connection in their consumption. For Gen Z, going out is about more than just having a drink — it's about creating memories.
So, what brings them out to your taproom? Hint: it’s not a 2-for-1 happy hour.
Experience Is the New Currency
From immersive events like Mario Kart tournaments, SpongeBob watch parties, and Royal Rumble video game nights, to collaborative scavenger hunts that span multiple breweries, Gen Z wants moments they can talk about, share, and remember. These aren’t just gimmicks — they’re how Gen Z builds affinity with your brand.
Want proof? A single Mario Kart tournament organized by BrewedAt led to a 38% increase in sales for one brewery — in a single day.
Your Tech Stack Matters — A Lot
Gen Z lives on their phones. They expect seamless, tech-enabled experiences — and they can spot clunky systems from a mile away. That’s where GoTab comes in.
With GoTab, breweries can:
- Enable mobile ordering and self-service, without eliminating hospitality.
- Create secret menus, exclusive segments, and interactive experiences (like brewery scavenger hunts).
- Launch subscriptions or memberships to build recurring revenue.
- Use real-time messaging and marketing to communicate with guests at key moments — right on their devices.
The key? Flexibility. Not every guest wants a high-tech interaction. GoTab empowers operators to serve both the analog-loving regular and the TikTok-scrolling first-timer — all within one system.
It’s Not About Discounts — It’s About Value
Gen Z isn’t hunting for deals. They’re looking for value — and they’re willing to pay for it. Instead of slashing prices, breweries should focus on crafting experiences worth showing up for. Think: limited-time releases, surprise menus, timed exclusives, and community-driven events.
Pair that with GoTab’s ability to track behavior, analyze ROI, and retarget customers through built-in messaging tools, and you’ve got a winning formula for long-term loyalty.
Authenticity > Advertising
Whether it's social media, podcasts, or short-form video, Gen Z wants real stories from real people. Your best brand ambassadors might already be behind the bar. Encourage staff to participate in content creation. Let them showcase your culture. And remember — you don’t need a full-time media team to make an impact. A well-shot 30-second video can go further than a glossy billboard.
Final Thoughts
The breweries thriving in the years ahead will be those who embrace innovation, flexibility, and a deep understanding of what their guests actually want. Gen Z is already changing the game — and with GoTab, you're fully equipped to play.
Want to see how GoTab can help your brewery tap into the next generation of guests? Schedule a demo today!
