A new report from Nescafé Azera shows that 78 per cent of Gen Zers think pubs, bars and restaurants need to become more inviting to customers who don't drink alcohol. According to the research, a third want seasonal and interesting non-alcoholic drinks and one in five are looking for iced or speciality coffee.


It is this changing attitude towards pubs and the 'drinking experience' which has inspired the launch of the Nescafé Azera Nitro-Generation Report, said Lynn Little, channel lead at Nestlé Professional.

"The pub industry has been hit hard in recent years, trying to retain regular customers and stay afloat. As such, we wanted to provide the on-trade with a deeper understanding of what the next generation of customer wants from its local.

"For pubs to stay in business it's important to evolve by meeting changing demands – that's the key focus of the Nescafé Azera Nitro-Generation Report. With expert industry insight and feedback from Gen Z, it's a priceless tool to any publican".


Nestle Nitro 2


There was also positive news to come out of the report, which found:


  • 77 per cent of Gen Z visit their favourite watering hole more than once per month (compared to 66 per cent of Gen X).
  • 85 per cent said they are looking for more from their local, with over half saying they would be more likely to visit if it offered live music (56 per cent), quizzes (52 per cent), Karaoke (31 per cent) and video games (22 per cent) were also popular.


You can take a look at the full report here, which includes further survey results as well as expert insight and advice from hospitality expert Joy Zarine and British Institute of Innkeeping's Molly Davis.

YouTube and Instagram personalities Katie Pix and XAmeliaX also provide invaluable insights direct from the pub goers of the future.

The report also coincides with the promotion of Nescafé Azera Nitro coffee to the on-trade. The premium iced coffee comes in two formats:


  • Nescafé Azera Nitro cans, which are infused with nitrogen for a smooth taste and perfect pour.
  • Nescafé Azera Nitro, a Cold Brew black coffee that is ready to serve over ice or nitrogen-infused through an on-tap solution. All options are ideal for quick cocktail creations or straight serves.