Coca-Cola and Aquarius have emerged as the most culturally relevant beverages among Spain’s Generation Z, according to the newly released “Relevance Pulse. Beverages 2026” report by Mazinn, a strategic consultancy specializing in culture, trends, and brand connections with younger generations.
The study, published in March 2026, surveyed 450 young people aged 18 to 30 across Spain. It evaluated the cultural relevance of 35 beverage brands—including beers, soft drinks, wines, spirits, waters, and energy drinks—selected for their recognition among youth and presence in various consumption contexts. Relevance was measured on a scale of 1 to 10, focusing not just on awareness but on deeper factors like aesthetics, identity, and flexible well-being alignment.
Coca-Cola leads the ranking with a score of 7.78/10, described as “the most relevant brand in the lives of young people” and significantly ahead of competitors. Aquarius follows in second place with 6.68/10, reinforcing its strong position in the non-alcoholic hydration category. The top five is completed by Nestea (6.53), Estrella Galicia (6.38), and Fanta (6.22).
The report highlights a shift in Gen Z preferences: taste remains the primary driver for choosing non-alcoholic beverages (65.3%), followed by price (57.5%). Other influences include low calories (20.1%), attractive packaging design (18.4%), unique flavor (18.4%), and lifestyle alignment (17.7%). Categories like soft drinks, waters, and energy drinks score higher overall than alcoholic ones.
Alcohol consumption patterns are evolving, with only 2 in 10 young Spaniards viewing it as a natural part of leisure, and 40% saying they don’t need it to enjoy themselves. When consumed, it’s mainly tied to social settings (47.7%) rather than taste or experience (37.1%).
The study notes a concentration of many brands in lower scores (around 3.5–4 points), signaling challenges in connecting authentically with this demographic. A key insight from the report states: “Relevance is no longer won just in the consumer’s mind; it is built in their everyday life.”
This finding underscores successful brand strategies from The Coca-Cola Company portfolio. Coca-Cola’s enduring cultural presence—through consistent innovation, iconic campaigns, and broad lifestyle integration—secures its top spot. Aquarius, positioned as a hydration and recovery option, benefits from associations with sports, wellness, and everyday refreshment, appealing to Gen Z’s balance of enjoyment and health consciousness.
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