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March 30-31, 2025

Boston Convention & Exhibition Center

Boston, MA

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Beverage Keynote: Beverages 2.0, How Gen Z is Crafting a New Era of Consumption

Beverage Keynote: Beverages 2.0, How Gen Z is Crafting a New Era of Consumption

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Beverage Keynote: Beverages 2.0, How Gen Z is Crafting a New Era of Consumption

Monday, March 31, 2025
Ed-Quarters

This thought-provoking keynote dives into the transformative influence of Generation Z—the most socially conscious, tech-savvy, and experience-driven generation yet—on the beverage industry and beyond. Discover how their unique values, preferences, and behaviors are reshaping what, how, and why we drink, creating a seismic shift in the way brands innovate, market, and connect.

From sustainability and authenticity to digital-first engagement and purpose-driven branding, Gen Z is redefining the rules of consumption. Through compelling data, emerging trends, and real-world examples, this session uncovers actionable insights for beverage industry professionals looking to stay ahead of the curve. Learn how to craft products, experiences, and campaigns that resonate with this influential generation, turning their preferences into powerful opportunities for growth.

Key Takeaways:

  • Thirst for Purpose: Understand how Gen Z’s commitment to social and environmental issues is driving demand for sustainable, ethical, and purpose-driven beverage brands—and how to authentically align your brand with their values.
  • Tech-Infused Tastes: Explore how Gen Z’s digital-native mindset is shaping their expectations for seamless, personalized, and shareable beverage experiences—and how to leverage technology to meet these demands.
  • Flavor of Authenticity: Learn why Gen Z craves transparency, storytelling, and cultural relevance in their beverage choices—and how to craft a brand narrative that resonates with their desire for real connections.
  • Experience Over Everything: Discover how Gen Z’s love for unique, Instagram-worthy moments is transforming the way beverages are marketed, served, and consumed—and how to create experiences that leave a lasting impression.

Whether you’re innovating new products, reimagining marketing strategies, or designing immersive experiences, this keynote will equip you with the tools to thrive in the era of Beverages 2.0. Join Prof. Connors to uncover how Gen Z is not just shaping the future of the beverage industry—they’re crafting a whole new era of consumption.

Speakers
Brian P. Connors, Professor, Director of Innovation & Strategy - Accelerating Leaders