Fizzy Drinks Losing Sparkle as Gen Z Picks Flat Beverages

Remember when everyone was drinking fizzy seltzers like LaCroix and White Claw? Well, the bubble is bursting on bubbly drinks. Young people are choosing flat drinks instead, and companies are racing to keep up.

The numbers tell the story. Sales of hard seltzers (alcoholic fizzy drinks) dropped 1.1% last year. Meanwhile, non-carbonated alcoholic drinks like Surfside Iced Tea and ready-made cocktails jumped an impressive 46.4%. That's a huge shift in what people want to drink.

Why are people ditching the fizz? Here are the main reasons: • Gen Z (people born 1997-2012) wants to try new things • Carbonation can cause bloating and burping • Fizzy drinks can damage tooth enamel over time • Many see flat drinks as healthier options

Surfside, a vodka-based iced tea launched in 2022, became America's fastest-growing alcohol brand by 2024. The company's CEO said there was "huge pent-up demand" for non-carbonated options. Women especially prefer these drinks because they find fizzy beverages make them feel bloated.

This trend matters for investors watching beverage companies. Brands that adapt quickly to offer non-carbonated options could see strong growth. Companies still focused only on seltzers might struggle. The drink industry is worth billions, so even small shifts in consumer preferences can mean big money.

The fizzy drink era isn't completely over, but the spotlight has clearly shifted to flat beverages. For companies and investors alike, it's time to pay attention to what Gen Z is drinking.

This is an AI-generated summary. Read the original article at: https://www.cnbc.com/2026/05/24/move-over-seltzer-non-carbonated-drinks-are-taking-the-spotlight.html