Scenarios for the future of consumption of no-lo alcoholic beverages by generation Z and strategic implications and financial forecasts for campari group - scenarios suitable for a product launch

Abstract

The study aims to understand the consumption attitudes of generation Z towards alcoholic beverages and the consequent development of the non-alcoholic and low-alcoholic beverages market in the spend of 8 years. Four scenarios were designed following the method of the Intuitive Logics School. The development of the scenarios was placed in the context of Campari Group, one of the main players for the branded beverage industry, by collaborating with knowledge holders of the company through interviews and a workshop. Finally, a coherent strategy accompanied by financial forecasts and indicators aimed at monitoring activities were proposed to respond to future developments.