Dutch newspaper the Telegraaf; October 10, 2026
Time and again, alcohol producers succeed in binding new generations of young people to their products. They do this by adapting their drinks to changing tastes, trends, and lifestyles.
According to brand expert Richard Otto, virtually every generation has its own popular alcoholic beverage. In the nineties, these were sweet liqueurs and mixed drinks. Bacardi Breezer, Flügel, and Jillz followed. Subsequently, gin and tonic, Aperol Spritz, and craft beer became popular.
In recent years, hard seltzers, hard iced tea, and canned cocktails have been gaining ground. Stëlz, in particular, is successful. The brand capitalizes on young people’s interest in products low in sugar and calories. As a result, the false impression can arise that this alcoholic beverage is a healthy choice.
According to retail expert Paul Moers, alcohol brands invest large sums in marketing. While television commercials used to be important, young people are now primarily reached via social media, influencers, and humorous videos. Stëlz explicitly links his products to an attractive lifestyle involving friends, festivals, and parties. Famous Dutch personalities such as Monica Geuze and Dries Roelvink are used in campaigns.
According to Moers, brands pump ‘gigantic amounts of money into marketing’. “When you buy a drink like that, you are primarily paying for marketing.” He watches with dismay as young people fall for it en masse. “Youth are easily seduced. Come up with something new as a brand, and young people will all copy each other.”
Dr. Carmen Voogt, senior researcher at the Expertise Centre for Alcohol of the Trimbos Institute, emphasizes that alcohol advertising demonstrably influences young people. Young people who see alcohol advertising start drinking earlier on average, and young people who already drink often start drinking more. According to Voogt, the underlying marketing mechanisms have hardly changed. Alcohol is still associated with conviviality, friendship, attractiveness, and social acceptance. What is new is primarily the way in which young people are reached.
Voogt argues that Dutch self-regulation of alcohol advertising is insufficient. Although alcohol advertising may not be aimed at minors, young people are frequently confronted with alcohol marketing via digital media. The Trimbos Institute therefore advocates for stricter measures, including a ban on alcohol advertising, alongside higher alcohol excise taxes and fewer points of sale.