Gen Z is redefining how beer is consumed, with a growing trend of adding ice to their beer that has sparked both excitement and criticism. This new drinking style has become a cultural phenomenon, with some calling it ‘refreshing’ and others dismissing it as an aberration. Online, the practice has generated a significant amount of discussion, with social media platforms becoming the battleground for this debate. The trend has not only taken hold in the United States but has also gained international attention, especially with young drinkers in places like England and Thailand being seen adopting it.
While some industry insiders are embracing this shift, others are wary of its implications. Timothy Martin, founder of the English and Irish pub chain Wetherspoons, has been particularly vocal in his comments, stating that ‘nothing is sacred in the modern world,’ and finding the trend ‘go figure.’ However, there are those in the beer business who take the innovation more seriously, like Michelin-starred chef David Chang, who defends the idea as a form of cultural evolution and not a deviation from tradition. He claims that the only reason people reject iced beer is ‘culinary snobbery’ and that it can be ‘delicious.’
Bar owners are also seeing the trend’s impact firsthand. Katherine Benecke, a certified beer server and general manager at Treadwell Park in New York City, notes that she has seen several Gen Z customers asking for ice in their beer, especially in casual, warm-weather settings. While she doesn’t push back against their choices, she warns that ice can dilute more complex beer styles and that it may not be suitable for all types of beer.
Gen Z’s approach to drinking seems to reflect a broader trend towards personalization. The trend has been compared to the rise of beer cocktails and spritzers, which have also been embraced by younger drinkers. This shift suggests that the beer industry is undergoing a significant change, with traditional norms being challenged by a new generation of consumers. As the trend spreads, it could pave the way for more experimentation in the beer world.