Gen Z Is Choosing Flat Drinks. Startups and Big Brands Are Responding.

# What changed

# Who is capitalizing Startups that anticipated the shift are growing fast. Stateside Brands in Philadelphia markets Surfside with the slogan "No Bubbles, No Troubles." The brand became one of the fastest-growing alcohol names in the U.S. after leaning into a flat, canned-cocktail format.

Mom Water started as a personal idea by Jill Morrison after she mixed spa water and vodka on vacation. Launched with her husband in 2021 and based in southern Indiana, Mom Water is projected to top 1 million cases this year.

# Why flat works for younger drinkers Consumers interviewed in the reporting emphasize two practical effects of ditching carbonation:

• Less fullness. Without bubbles people report feeling less full and therefore drinking more comfortably.
• Milder alcohol perception. Some say the taste of alcohol is less pronounced in flat canned cocktails, which can make them go down easier.

A quoted 26-year-old New Yorker, Emily Aprigliano, described switching to canned cocktails after trying Surfside: "Because there's no bubbles, you don't feel so full. You can't even taste the alcohol, so they just kind of go back easier."

# What this means for the market The premixed drinks sector is shifting product mix and marketing toward still, water-based cocktails and flavored waters with spirits. That movement reflects both consumer preference and business strategy: startups that built brands around flat formats are scaling quickly, and incumbents are launching competing SKUs to regain momentum.

Look for these immediate commercial effects:

• More non-carbonated SKUs on shelves and in on-premise lists. Brands see a clear opening for canned cocktails labeled as water- or juice-based rather than seltzer-based.
• Marketing that emphasizes 'light' mouthfeel, lower perceived fullness, and easy drinking occasions rather than effervescence or soda-like qualities.
• Continued experimentation by large producers to replace or supplement slowing seltzer lines.

# Practical takeaway for buyers and operators Retail buyers and bar operators should test shelf and menu space for still canned cocktails and vodka/tequila waters. Offer tastings that demonstrate differences in mouthfeel and perceived alcohol strength. Track sell-through closely: the dataset on new-product shares suggests enough consumer demand to justify trials.

# Bottom line A clear shift in preferences among younger drinkers has opened short-term growth for startups selling non-carbonated premixed cocktails. Big alcohol companies are responding with new launches and partnerships. The market data shows this is more than a niche: nearly four in ten recent premixed launches are non-carbonated, and early sales milestones for both startups and mainstream brands indicate commercial traction.