Why Gen Z is ditching the fizz for flatter canned cocktails

Non-carbonated options accounted for 38% of new product launches last year, a sharp increase from 27% in 2021. For 26-year-old New Yorker Emily Aprigliano, the transition to flat drinks like Surfside is driven by comfort; the absence of carbonation eliminates the bloated feeling, making the alcohol go down with less resistance.

This consumer shift has forced industry giants to pivot. Philadelphia-based Stateside Brands has turned its trademarked slogan, “No Bubbles, No Troubles,” into a massive growth engine, while Boston Beer launched Sun Cruiser to stabilize its portfolio as its Truly seltzer brand faces a decline. Smaller, agile startups like Mom Water, founded in Indiana, have scaled rapidly, hitting a projected 1 million cases this year. Even industry titan Gallo has entered the fray, partnering with Barstool Sports founder Dave Portnoy to launch Lucky One Lemonade, which moved 1 million cases in just seven months.