In a July 18, 2023, Psychology Today article titled “The Importance of Community,” Samantha Stein Psy.D., notes that being part of a community can help us to develop a sense of identity. 

“When we’re part of a community, we learn about shared values and beliefs,” Stein writes. “We also learn about our history and culture. This can help us feel we have a place in the world, and that we are part of something important.”

Similarly, with the Gen Z legal drinking age (LDA) demographic growing, a recent Insight from IWSR identified community, flexibility, and discovery as major themes that help connect these consumers with beverage alcohol. 

In the Insight titled, “Three strategies for engaging with Gen Z LDA+ audiences,” IWSR notes that its Bevtrac survey of consumer sentiment reported that the Gen Z LDA participation rate grew from 66% in March 2023 to 73% in March 2025. 

“This is still below the overall adult participation rate of 78%, but the gap between Gen Z and other generations is narrowing,” the Insight states. “This finding did not, however, come as a surprise to the Food & Drink strategists at WGSN, (the global authority on consumer trend forecasting, which acquired IWSR in May 2025).”

Further the Insight notes that back in 2023, WGSN determined that Gen Z LDA consumers were not shunning away from beverage alcohol completely but instead wanted to consume drinks differently than previous generations.

Still community is key, according to the Insight, noting that community is paramount, and the location where Gen Z LDA drinkers consume alcohol is driven by the communities they want to share an occasion with. “Examples include the rise of the curated at-home bar, late-night or even daytime parties held in a local vintage store or hairdresser, or social gatherings in traditional settings based on shared interests like learning a language or nostalgic board games,” the Insight states.

Although flexibility also is another key component — with Gen Z LDA drinkers choosing full-strength alcohol on one occasion and then switching to low- or no-alcohol option after that —  the Insights notes that discovery is a key part of the enjoyment. According to WGSN, this can manifest in different ways including new flavors, global influences, new takes on nostalgia, and unique fusions, it states.

“This generation thrives on discovery,” said Jennifer Creevy, director of Food & Drink at WGSN, in a statement. “And in the face of the stress and challenges across the world, this often plays out with fun flavors, mashups, and multi-sensorial takes. The key is to make it playful, not too serious, and deliver newness through evolving iterations.”

In keeping things fun-hearted and playful, BuzzBallz recently partnered with rapper Lil Dicky to celebrate the launch of the brand’s newest flavor: Grapes Gone Wild.

Bold, bursting with flavor and bound to break away from the ordinary routine, Grapes Gone Wild is a taste of pure purple nostalgia, the company says. To further celebrate the launch of Grapes Gone Wild, BuzzBallz also introduced KettleBallz — a collectible, playful twist on the classic kettlebell. The 5-pound, grape-scented kettlebell, modeled after a BuzzBallz Biggie, holds up to 1.5 liters of Grapes Gone Wild, it notes. 

“BuzzBallz knows how to have fun with bold flavors and unexpected launches, and Grapes Gone Wild is no exception,” said Jess Scheerhorn, BuzzBallz vice president at Sazerac, in a statement. “What’s more unexpected than a kettlebell you can sip? It’s proof that some things (all things?) are just better with extra Ballz in tow.”

Lil Dicky added: “I just got hip to BuzzBallz and I can’t believe it’s taken me this long. As soon as I took my first sip, I knew I was super down to collaborate. The ’80s workout vibe was the perfect playground to go all-in on something loud and over the top for Grapes Gone Wild.”

According to IWSR’s quantitative research and WGSN’s quantitative and qualitative forecasting, the Insights notes that these findings point to the same conclusion: Gen Z LDA drinkers are increasingly engaged with beverage alcohol but want to do so on their own terms. 

“To be successful, brands need to identify creative ways to meet their evolving demands for community, flexibility, and discovery,” the Insights concludes.