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Gen Z and spirits: a golden opportunity?

Just Drinks

Fiona Holland July 4, 2025 Share Copy Link Share on X Share on Linkedin Share on Facebook Credit: Master1305/Shutterstock Research aplenty has emerged to support the idea that Gen Z drinkers – those of legal drinking age born between 1997 and 2012 – are moving away from alcohol. Don’t let policy changes catch you off guard. Suntory Minus 196.

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Where to Drink in Tucson, Arizona

Imbibe Magazine

with bourbon, sweet vermouth, and fig and allspice liqueurs. opened their first café in 2012, highlighting local goods such as the Sonoran-grown chiltepin peppers that go into their cult-hit cold brew. In addition to their signature Old Fashioned, the bar, bottle shop, and part-time bakery crafts cocktails like the Notorious F.I.G.

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It’s Everywhere, It’s So Julia — Midori Is Brat

VinePair

A Japanese Gin & Tonic,” they respond, hands already busy prepping the next drink. It’s to celebrate the launch of Midori, this new Japanese liqueur.” This conversation, of course, never actually happened, but Midori — a bright green Japanese melon liqueur — did actually make its U.S. “What is this?” The color is a bonus.”

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At NYC’s Hottest Bars, Order These Sleeper Hits Instead of Their Most Popular Cocktails

VinePair

Created in 2002 by Toby Maloney — the first bartender Milk & Honey founder Sasha Petraske ever hired — this spring-like gin refresher involves muddled cucumber and lime, brightened by a pinch of salt. It’s made with bourbon, sweet vermouth, Campari, and two Japanese plum liqueurs. The drink is as kicky as the Gibson is gentle.

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All Of The Platinum Medal Winning Bourbons From The 2024 San Francisco World Spirits Competition

The Whiskey Wash

There were a total of 82 Platinum medal winners across all categories, including bourbon, whiskey, gin, vodka, and liqueurs. Founded in 2012, the distillery initially specialized in chocolate production before expanding into whiskey blending, sourcing casks from various regions across the United States.

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The Best Age-Statement Bourbon & American Whiskey From The San Francisco World Spirits Competition 2024

The Whiskey Wash

The San Francisco World Spirits Competition 2024 In this year’s competition, there were 787 Double Gold medal winners across all categories including bourbon, whiskey, gin, vodka, and liqueurs. The distillery not only produces whiskey, but also moonshine, vodka, gin, ambrosia, and rum. One to watch? Absolutely.

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Elements: Midori

Imbibe Magazine

The neon-green Japanese melon liqueur was the passion project of Suntory founder Shinjiro Torii, although the product didn’t hit the market until 1964, two years after his death. Originally named Hermes Melon Liqueur, Midori is made using Yubari melons from Hokkaido and muskmelons native to Aichi and Shizuoka provinces.