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

Generation Z—the most socially conscious, tech-savvy, and experience-driven generation yet—is redefining the beverage industry. From sustainability and authenticity to digital-first engagement and purpose-driven branding, their values and behaviors are transforming what, how, and why we drink. In this thought-provoking keynote, Brian P. Connors, Professor and Director of Innovation & Strategy at Accelerating Leaders, award-winning educator, consultant, and former Senior Director of Global Food & Beverage Innovation and Founding Faculty Director of the Bacardi Center of Excellence at FIU, explores actionable insights for staying ahead of this seismic shift. Recognized as one of the “30 Most Influential Educators in Global Hospitality,” a TEDx speaker, and a Certified Sommelier, Brian shares compelling data, emerging trends, and real-world examples to help industry professionals craft products, experiences, and campaigns that resonate with Gen Z—turning their preferences into powerful opportunities for growth.