Alcopops are making a comeback as Gen Z drops sobriety and picks up bottles amid a growing trend of young people drinking more.
Nik Jhangiani, interim chief executive of Diageo, the makers of Smirnoff Ice and Guinness, said that as Gen Z clamour for canned cocktails and alcopops, there was a 'huge opportunity' to win over a notoriously anti-drink generation.
Jhangiani said the latest generation to hit up pubs and nightclubs bucked the typical trend of being introduced to alcohol through beer, instead choosing spirits and pre-made cocktails.
The Diageo boss, who was made interim CEO after the firm parted ways with previous leader Debra Crew, said that the firm was looking to serve up 'a huge range of choices' to young people, who would have more flavour and calorie choices.
He pointed out that his firm had once been a leader in the alcopops business, thanks to the Smirnoff Ice bran, and that the company would soon 'rightfully have the ability to gain that [position] back', pointing to a new advertising campaign for the brand across nearly two dozen countries in June.
