Winning with the 5 Personas: The Intentional Sip – Why Gen Z’s Quest for Control is Redefining Beverages

The term “Sober Curious” has dominated conversations about Gen Z drinking habits, but it’s widely misunderstood. The narrative often centers on abstinence when the reality is far more nuanced. While Gen Z consumes approximately 20% less alcohol than Millennials, Citizen’s latest research in the Gen Z Collective reveals something more sophisticated at play: the 5 personas uncovered aren’t outright rejecting alcohol—they’re rejecting thoughtless consumption. They’re saying no to the “default drink.”

Here’s what makes this shift so compelling: Gen Z’s health consciousness doesn’t translate to universal sobriety. Instead, their desire for control and convenience is driving them toward specific, premium alcoholic options. They’re making choices that allow them to feel intelligent and empowered—fully in command of their bodies and social experiences.

The Data: Rejecting the Ordinary

Gen Z demonstrates a decisive shift away from traditional, high-volume alcohol categories. They’re not just avoiding beer and wine—they’re rejecting the entire culture of generic, mindless consumption. Their preference? Beverages engineered for precision and convenience: Ready-to-Drink (RTD) cocktails and Hard Seltzers.

When we examine their RTD purchase drivers, three criteria dominate:

• Alcohol content level
• Uniqueness
• Calorie count

Every sip is a calculated decision. The RTD category—whether alcoholic options or functional non-alcoholic alternatives—serves as the ultimate moderation tool. It enables defined choices without sacrificing flavour or social connection. Brands win by selling intentionality itself: superior, consistent products that define the experience upfront (ABV, ingredients, precise flavour profile) and give Gen Z consumers complete control over their consumption.

Winning with Gen Z: A Persona-Driven Marketing Strategy

To connect with this highly discerning audience, marketers must shift focus from selling liquid volume to selling the intentional, controlled experience. By leveraging the insights from Citizen’s Gen Z Collective, brands can tailor their messaging to meet the distinct needs of each of the five personas.

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1. The Status Architect: The Wellness Collaborator

Status Architects are ambitious, image-conscious, and prioritize wellness and self-improvement, placing them firmly in their “wellness era”. They redefine “going out” to favour daytime Coffee Parties and wellness clubs. They desire luxury, even redefining their groceries to include high-quality brands like Liquid Death and Olipop.

2. The Beta Tester: The Utility Champion

Beta Testers are confident, opinionated leaders who thrive on being the first to adopt new things and demand utility and convenience. They are looking for frictionless, superior experiences.

3. The Value Vigilante: The Transparency Seeker

Value Vigilantes are practical, cautious, and hold brands to a high standard, seeking reliable brands and expecting transparency. Sobriety is specifically noted to be on the rise within this group, demonstrated by the popularity of drinks like Poppi and Olipop.

4. The Anxious Avoider: The Comfort Creator

Anxious Avoiders crave comfort, familiarity, and a slower, simpler pace. They are the “Homebody Generation” and seek acceptance and community where they feel safe (at home).

5. The Risk Junkie: The Niche Enthusiast

Risk Junkies are adventurous and embrace the niche, the novelty, and the weird. They value strong communities and are the most likely cohort to drink more than once a month (43%).

The CEO Takeaway: The Experience is the Product

The future of the beverage category hinges on the intentional experience, not liquid volume. Brands that position themselves as “unintentional consumption” will lose Gen Z entirely.

To win, brands must:

• Prioritize Precision – Clearly communicate attributes like ABV, calorie count, and ingredients
• Elevate Flavour – Justify quality through unique, sophisticated taste profiles
• Validate the Choice – Position your product as the intelligent decision that supports a balanced, wellness-focused lifestyle

Gen Z isn’t drinking less—they’re drinking smarter. The brands that understand this distinction will define the next era of beverage innovation.

For a custom look at how your brand can win with each persona, download the report and connect with us.