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One of only three city-states in the world, Singapore is known as one of Asia’s most vibrant nightlife hubs, offering a dynamic mix of traditional and modern experiences. With Gen Z around the world reported to be drinking less than their Millennial counterparts, we wanted to pop the cap on Singapore’s Gen Z drinking culture! This generation is blending tradition with a splash of modernity and a twist of global influence, creating a fascinating cocktail of preferences and behaviours. We want to dig into their unique preferences and habits in a city renowned for its eclectic blend of cultural influences. What’s the story behind every sip?
Objective
Our aim was to explore the motivations, preferences and drinking habits of Gen Z in Singapore. We focused on understanding what drives their choices in alcoholic beverages, their brand preferences and the contexts in which they enjoy their drinks. We also sought to uncover how cultural, social and marketing influences shape their perceptions and behaviour regarding alcohol.
Methodology and Audience
To gather these insights, BoltChatAI conducted targeted discussions with a diverse group of Singaporean Gen Z participants, aged 18 to 27. All participants were regular drinkers, consuming at least two alcoholic beverages per week. Our AI-powered chat guide facilitated these conversations, covering topics from favourite drinks and drinking settings to the influence of branding and price on their choices.
So what did we find?
The Pour of Preference
Taste reigns supreme for Singapore’s Gen Z when selecting an alcoholic beverage. Whether it’s the sweetness of a fruity cocktail or the smoothness of a premium whisky, the flavour profile significantly influences their choices. This generation tends to favour drinks that are refreshing and not overly potent, indicating a preference for enjoyable, easy-drinking experiences.
The setting is also crucial, with a strong preference for social environments like clubs, bars or casual gatherings. The atmosphere and company are as important as the drink itself, being with your nearest and dearest enhances the overall experience. Good drinks in good company are the way to go for Gen Z.
“It makes me really happy to enjoy drinks with my families and friend during special occasion and we have fun” – Age 23, Male
Budgeting for a Buzz
Price is another key factor when deciding on what drink to get. While Gen Z enjoy experimenting and trying out new drinks, they remain budget-conscious, often swaying towards beverages that offer good value for money.
As much as Gen Z appreciate quality, they are always on the lookout for a good deal, balancing cost with drink satisfaction. Well-established brands like Tiger and Heineken hold sway due to their strong reputations and perceived reliability. However, there’s also a growing interest in craft and local brands, particularly those offering unique flavours. While the tried and tested definitely have their place, Gen Z are open to finding the next hidden gem.
“The brand reputation, quality and price offers may make me switch from my current favourite drink to a different one. Depending on how the new drink is unique and how it is attractive.” – Age 23, Female
Shaking Up the Singapore Scene
Although not the key factor, influencers and drink trends do play a role in shaping the drinking preferences of Singapore’s Gen Z. They may follow popular trends or try drinks endorsed by well-known figures. One of our respondents mentioned Kendall Jenner’s 818 brand, but personal recommendations from friends and family hold more weight.
This demographic are open to exploring new flavours and brands, especially when introduced by trusted sources, underscoring the importance of social proof in their choices.
Mindful Sips
Health considerations do come into play, but it is not a primary concern. There is an awareness of the potential health impacts of alcohol, with some choosing drinks with lower alcohol content or those that don’t lead to rapid intoxication. This suggests a leaning towards responsible drinking, balancing enjoyment with moderation.
Bottoms Up!
Singapore’s Gen Z is redefining the local drinking culture with a balanced mix of tradition and trendiness. They prioritise taste and social experiences, value quality and affordability and are open to new drinking adventures. This approach to alcohol consumption reflects a generation that is both discerning and adventurous, shaping a dynamic market for beverages.
Ready to dive into our findings and explore Gen Z’s drinking culture in Singapore? Click here to check out our full report and get the full pour! Curious to see how BoltChatAI can help you uncover unique insights and craft your brand’s narrative? Book a demo with us today by clicking up in the top right and let’s raise a glass to data-driven success!
