Happy Thursday Was Created by and for Gen Z Adults Ages 21 and Up
Laura McQuarrie — October 20, 2023 — Marketing
References: drinkhappythursday & bevindustry
Happy Thursday is a new line of non-bubbly, spiked refreshers for Gen Z and it was created with Gen Z for Gen Z.
Happy Thursday was co-created with a community of Gen Z adults who are of legal drinking age. When it came to developing Happy Thursday with the needs of this generation in mind, Molson Coors was cognizant of their desire for balanced, bright and noncarbonated beverages. “We’ve been seeing and hearing directly from Gen Z that they don’t want carbonation," said Jamie Wideman, VP of innovation at Molson Coors in a statement, "So, together we’ve taken everything the newest legal drinking age consumers love—smooth, flavorful refreshers—and made them spiked, paving the way for a whole new category of alcoholic beverage."
Available in four flavors, including Passionfruit Mango, Black Cherry, Strawberry and Pineapple Starfruit, Happy Thursday is set to hit store shelves as of March 2024.
Happy Thursday was co-created with a community of Gen Z adults who are of legal drinking age. When it came to developing Happy Thursday with the needs of this generation in mind, Molson Coors was cognizant of their desire for balanced, bright and noncarbonated beverages. “We’ve been seeing and hearing directly from Gen Z that they don’t want carbonation," said Jamie Wideman, VP of innovation at Molson Coors in a statement, "So, together we’ve taken everything the newest legal drinking age consumers love—smooth, flavorful refreshers—and made them spiked, paving the way for a whole new category of alcoholic beverage."
Available in four flavors, including Passionfruit Mango, Black Cherry, Strawberry and Pineapple Starfruit, Happy Thursday is set to hit store shelves as of March 2024.
Trend Themes
1. Non-carbonated Alcoholic Beverages - The trend of non-carbonated spiked refreshers is gaining popularity among Gen Z consumers, creating a potential market for new alcoholic beverages that are smooth, flavorful, and non-bubbly.
2. Co-creation with Gen Z - Collaborating with Gen Z adults, like in the case of Happy Thursday, provides opportunities for brands to develop products that meet the specific needs and preferences of this generation, resulting in products that resonate with this target market.
3. New Category of Alcoholic Beverage - The introduction of Happy Thursday and its non-bubbly, spiked refreshers opens up a whole new category of alcoholic beverages, catering to Gen Z's desire for balanced and bright drinks without carbonation.
Industry Implications
1. Beverage Industry - The non-carbonated spiked refreshers trend presents an opportunity for the beverage industry to expand its offerings and cater to the preferences of Gen Z by developing innovative alcohol beverages that are non-carbonated and flavorful.
2. Alcohol Industry - The co-creation with Gen Z adults and the introduction of new non-carbonated spiked refreshers create disruptive innovation opportunities for the alcohol industry to tap into a new market segment and appeal to the evolving tastes of younger consumers.
3. Brand Collaboration - Brands can capitalize on the trend of co-creation with Gen Z by partnering with this demographic to develop and launch new products, thereby fostering brand loyalty and establishing a strong presence in the evolving alcoholic beverage market.
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