With more Gen Zers reaching the legal drinking age, market researchers are gaining a deeper understanding on how this younger generation is influencing the beverage alcohol space. 

For instance, according to a recent Statista report titled “Gen Z alcohol consumption in the U.S.,” research shows that the emergence of these consumers has led to a shift in the alcohol industry where low- and no-alcohol beverages are increasingly being introduced to the market, as Gen Zers are more health-conscious and more interested in new experiences and new products.

Yet, for Gen Zer Will Blum, CEO and co-founder of Bluebird Hardwater, it wasn’t just a deep dive into consumer trends that led him to launch the Jacksonville, Fla.-based company in 2023.

“The initial influence for launching Bluebird Hardwater was, admittedly, pretty selfish — I created a product that suited my personal style of drinking,” Blum says. 

“I wanted something light and refreshing that wouldn’t take me out of the moment or slow me down, whether I was at a party, on the golf course, or living an active lifestyle,” he continues. “Before fully committing to starting the business, we conducted extensive consumer studies and realized that a lot of people wanted exactly what I was looking for — an alcoholic water that’s clean, refreshing, and doesn’t leave you feeling bloated or sluggish.”

Emphasizing his desire for a drink that wouldn’t ruin his experience during or after drinking, Blum explains that the idea of launching a hard water stemmed from his obsession with drinking “cleaner” if he was going to drink at all.

“I grew up active, but when I drank, it often disrupted my day or even the next,” he explains. “This led us to the idea of an alcoholic water — a drink that wouldn’t interfere with my lifestyle but still packed a decent ABV. We drew inspiration from things my friends and I enjoyed, like crushing lower-ABV beers and seltzers, which allowed us to pace ourselves and have a good time without the regrets of heavy drinking.

“What stood out to me was how repetitive the 4-5% ABV space had become,” Blum continues. “Whether it’s a seltzer or light beer, they both leave you feeling bloated and dehydrated. Many of us, including myself, started switching to vodka waters, and I noticed how popular that drink order had become with my generation. It was clear people wanted something super light and non-carbonated, made with clean ingredients, and that’s exactly what we set out to deliver with Bluebird.”

Although Blum considers the current canned cocktail market to be on the rise, he says “it's important to note that many of the top-selling products aren’t what we traditionally think of as cocktails.” 

“The big players right now are canned seltzers or vodka sodas — drinks that are simple and often barely qualify as cocktails,” he says. “My brand, Bluebird Hardwater, falls into a similar category in some ways. It’s essentially water with a touch of juice and vodka or tequila — clean, straightforward and refreshing. It’s not a complex cocktail, but that’s what people are gravitating toward — lighter, healthier, lower-ABV options.

“What’s really interesting is how saturated this space is with brands producing nearly identical products under different names,” Blum continues. “There’s a lot of repetition, and I think that’s where Bluebird stands out. We offer something a little different, filling a void in the market with a non-carbonated option that’s as strong as the competition but lighter on the stomach.” 

Blum adds that another standout feature is the simplicity and cleanliness of Bluebird’s ingredients.

“Many beverages on the market have long ingredient lists filled with artificial preservatives, sweeteners and flavors. With Bluebird, we take a minimalist approach — our drink is made from real juice, water and premium spirits,” he says. “We avoid using chemicals or anything artificial, ensuring that our product is as natural as possible.

“... Bluebird has no sugar, no carbs, and is only 88 calories — all while still being made with real juice,” he continues. “It’s a fully developed product from the ground up, carefully crafted to not only be healthier but to taste better than the alternatives. The fact that it’s real makes the taste stand out in a crowded market of overly processed drinks.”

Currently available in Southern California, Florida, Tennessee and New York, Blum says that Bluebird is expanding quickly and in 2025 will be available in many more states.

Meanwhile, the brand recently launched new flavors to include Vodka Lime and Vodka Cranberry as well as Tequila Pineapple and Tequila Lime.

“The selection of our new flavors was the result of a long, thoughtful process — one that spanned over three years and included about a year and a half of focused development work,” Blum explains. “The biggest influence behind these new varieties was our customers. 

 “When we first launched our unflavored options, we knew we had something that resonated with people. But after being in the business for a couple of years, we wanted to take everything we’d learned — about the industry, our consumers and the market — and apply it to new products, he continues. “We conducted extensive consumer studies not just on the flavors themselves, but on the overall product experience, including design and packaging. In a market where everything on the shelf can look and feel the same, we wanted to make sure our branding and design really stood out and communicated who we are.”

Gaging the performance of the new flavors in its initial weeks on the market, Blum says, the performance of the new releases has been incredible. 

“In just the first month, we sold 25% of the total volume that we had achieved over the past two years with our original product,” he explains. “The traction and reception have exceeded our expectations, and it’s a testament to the hard work we put into developing these new flavors. The response from both retailers and consumers has been overwhelmingly positive, and we’re excited to see how it continues to grow.”

As far as how flavors complement the company’s portfolio, Blum asserts, “I’d say the new flavors are the portfolio.” 

“We took everything from our original products and infused all that knowledge and experience into this new product,” he says. “These are the new and improved Bluebirds, and they absolutely represent the essence of our brand. 

“We created these flavors to resonate even more with our consumers and truly reflect what they’ve been asking for,” Blum continues. “They’re cleaner, more refreshing, and more aligned with our mission to deliver something better.”