By Adaobi Chukwuma
A new cultural intelligence study has revealed a gradual shift in alcohol preferences among younger Nigerian consumers, with wine emerging as a popular choice in a demographic traditionally associated with louder, experience-driven drinking culture.
The report, conducted by X3M Intelligence, challenges long-held assumptions about how alcohol brands engage Nigeria’s Gen Z consumers. Findings show that this group is reshaping drinking culture, social rituals, and brand interaction in more nuanced ways than previously perceived.
Gen Z Rewriting the Rules
Presented at an industry session at the Lagos Marriott, the study titled “Gen Zs Are Rewriting the Party Rules” examined how Nigeria’s youngest legal drinking generation is redefining social culture, identity, and consumption patterns.
The event attracted marketers, brand strategists, creatives, and researchers eager to understand one of Nigeria’s most influential consumer demographics.
Rather than focusing solely on consumption, the report explored motivations behind Gen Z drinking behaviour, including:
- Evolving social rituals
- Identity expression
- Wellness considerations
- Taste preferences
- Digital culture influences
Moving Beyond Stereotypes
Strategy & Intelligence Lead at X3M Ideas, Ayoade Omolola, said the study was driven by concerns over superficial interpretations of Gen Z in marketing.
“Everybody talks about Gen Z, but very few people slow down enough to actually listen to them. A lot of brand strategy today is still built on stereotypes,” Omolola explained.
The report highlighted a growing inclination toward wine consumption and more curated social experiences among younger consumers.
Research-Driven Creativity
Chief Executive Officer of X3M Ideas, Steve Babaeko, stressed the importance of intelligence-led creativity in brand communication.
“There are too many myths around Gen Z. Culture is changing quickly, and brands cannot afford to build communication on guesswork,” he said.
Babaeko added that today’s consumers are more self-aware, expressive, and complex, requiring brands to evolve from broadcasting messages to genuinely understanding people.
Broader Cultural Shifts
Beyond alcohol trends, the session also examined wider cultural changes among Nigerian youth, including shifting attitudes toward status, social interaction, relationships, and self-expression.
X3M Intelligence noted that the report is part of a broader effort to develop African-centred cultural research, helping brands better understand shifting consumer realities across the continent.
“Africa is changing fast, and culture is evolving in real time. If brands want to remain relevant, they have to pay closer attention to what people are becoming, not just who they used to be,” Babaeko concluded.