In a generation that values authenticity and low ABV, sometimes the most authentic move is embracing timeless sophistication, with a dash of fabulous fictional reality.
Imagine: one sip and you’re suddenly strolling down the idyllic streets of Paris, with a little poodle – or a lover – by your side. In a fabulous outfit. Some say it’s TikTok perfect. We say it’s what the latest generation of drinkers wants.
Gen Z drinking habits are rewriting the playbook faster than most brands can keep up. While the spirits industry scrambles to decode what 21-year-olds actually want in their glasses, Chamère may be quietly cracking their code.
The Emily in Paris tie-in might seem like obvious product placement but dig deeper and you’ll find something fascinating happening. Chamère is tapping into a genuine cultural shift where young consumers now sip on a story rather than a random hard seltzer, especially if it makes them look good doing it.
Chamère cleverly navigates the already crowded hard seltzer space by stepping out of reality. AKA, it’s entirely fictional. Sure, the Kir Royale has reigned as a classic celebratory cocktail in France for over a century. But Chamère wasn’t born until Emily pitched the RTD version of a Kir Royale to Camille’s champagne-producing parents in season 3 of Emily in Paris.
From a categoric perspective, Chamère brilliantly straddles multiple trends. The premiumization play is obvious – positioning above standard RTDs with wine-based sophistication. But they’re also riding the aperitif wave that’s been building steam since spritz culture exploded. The 250 ml format hits that sweet serving size spot that health-conscious young drinkers appreciate.
But above all, it aligns with Gen-Z drinkers who are Instagram-native, TikTok-fluent, and obsessed with European lifestyle content. Chamère becomes their entry point to French café culture without the intimidation factor of walking into a wine bar and mispronouncing crème de cassis.
The brand’s distribution strategy speaks to the generation, too. Champagne-style bottles for special occasions, cans for portability, and duty-free exclusives for the content creator generation – each format speaks to different consumption moments while maintaining brand cohesion.
Chamère also succeeds because it doesn’t pander. No neon colors, no extreme flavors, no trendy messaging. Just traditional French elegance packaged for 21st-century convenience.
For bartenders, Chamère screams ease and opportunity. This RTD cocktail is an excellent upsell when customers want something special but don’t want to commit to a full cocktail experience – a drink that solves the “I want something fancy but I’m overwhelmed by your menu” dilemma.
And, with Gen-Z opting for zero to minimal alcohol, it slips easily into the equation at 10.5% ABV.
It’s clear Gen Z isn’t looking for the next big thing – they’re looking for the thing that makes them feel a little fabulous.
We’ll sante to that.
The post A century-old cocktail cracking the Gen Z cocktail code appeared first on Chilled Magazine.
Source: Mixology News
