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Tapping into the next generation

New report reveals what Generation Z thinks about the pub of today and what they want from the pub of the future

Gen Z wants much more than booze, latest research from Nescafé® Azera® has revealed.


In its new Nitro-Generation report looking at the future of pubs, more than three quarters (78%) of Gen Zers told Nescafé® Azera® that the on-trade needs to make itself more inviting to customers who don’t drink alcohol*. According to the research, a third want seasonal and interesting non-alcoholic drinks*, and one in five are looking for iced or speciality coffee*.


While there is positive news that three quarters of Gen Z (77%) visit their favourite watering hole more than once per month (compared to 66% of Gen X)*, concerningly a third (33%) believe that pubs are becoming outdated*.


It is this changing attitude towards pubs and the ‘drinking experience’ which has inspired the launch of the Nescafé® Azera® Nitro-Generation report.


Lynn Little, Channel Lead at Nestlé Professional®, said: “The pub industry has been hit hard in recent years, trying to retain regular customers and stay afloat. As such, we wanted to provide the on-trade with a deeper understanding of what the next generation of customer wants from its local.


“For pubs to stay in business it’s important to evolve  by meeting changing demands –  that’s the key focus of the Nescafé® Azera® Nitro-Generation report. With expert industry insight and feedback from Gen Z, it’s a priceless tool to any publican”.


The full report, Nescafé® Azera® Nitro-Generation: Inspiring the pub of the futureincludes an in-depth look at what the new generation of pub-goers (Generation Z) are looking for from their local with further survey results as well as expert insight and advice from hospitality expert Joy Zarine and British Institute of Innkeeping’s Molly Davis. Furthermore, YouTube and Instagram personalities Katie Pix and XAmeliaX provide invaluable insights direct from the pub goers of the future.


Confirming that 43% of Gen Z are more likely to order coffee in a pub if it offers cold coffee options*, the release of the report also coincides with the promotion of Nescafé® Azera® Nitro coffee to the on-trade.


Nescafé® Azera® premium iced coffee comes in two formats to suit different out of home needs.  The Nescafé® Azera® Nitro cans are infused with nitrogen for a smooth taste and perfect pour.  And exclusive to out of home, a Cold Brew black coffee is ready to serve over ice or nitrogen-infused through an on-tap solution.  All options are ideal for quick cocktail creations or straight serves.


Download a copy of the Nescafé® Azera® Nitro-Generation report

* 3GEM in collaboration with NESCAFÉ® AZERA® (December 2018). ‘Nitro-Generation: Inspiring the Next Generation of Pub’ survey of 500 Generation Z and 500 Generation X consumers