How are the drinking habits of Generation Z changing? What motivates young consumers to choose alcoholic or non-alcoholic beverages, and what role do social influences play in their decisions? These were some of the questions at the heart of a real-world marketing challenge that brought together more than 200 students from the Consumer Marketing course at Vrije Universiteit Amsterdam (VU) and Diageo on October 5.
From research to real world recommendations
Students investigated Gen Z's drinking habits, consumer motivations and social influences, with a particular focus on ready-to-drink (RTD) beverages, including alcoholic and non-alcoholic options. Through interviews, surveys, literature reviews and desk research, they developed insights into the behaviours and preferences shaping this generation.
Using consumer behaviour theories and their research findings, students translated these insights into creative marketing solutions and actionable recommendations for Diageo, connecting academic knowledge with a real business challenge.
Presenting ideas to industry professionals
Following an initial presentation round at VU, six teams were selected to present their recommendations to the Diageo team at its Amsterdam office on 5 October. Students received feedback, answered questions from industry professionals, and competed for the winning position, with a runner-up also selected.
Learning that benefits both sides
The project gave students hands-on experience of the complete marketing research process, from understanding consumers and identifying insights to developing solutions and presenting recommendations to a real client.
For Diageo, the collaboration offered an opportunity to gain fresh perspectives from the next generation of marketers. The company was enthusiastic about hearing students' insights into their own generation's consumer behaviour.
The collaboration demonstrates how partnerships between VU Amsterdam and industry can enrich education, giving students the opportunity to apply theory in practice while helping businesses better understand the consumers of tomorrow.