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Gen Z and millennials are drinking less alcohol than generations before them. According to Heineken’s 2022 Beer Report, 46% of Gen Z and millennials are drinking less alcohol in general, while 26% would like to see a greater choice of lighter-style beer.
For Heineken-owned Desperados, this presents somewhat of a conundrum since its target audience is young adults. Its new global campaign touts the brand’s credentials as a non-traditional beverage option, while encouraging consumers to try something new and embrace experimentation.
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