Lara Piras is a copywriter, researcher, and brand strategist. Lara's expertise lies in creative copywriting, editing, trend and insight analysis and strategy, working with renowned global forecasting companies and brands including Nike, ASOS, adidas, IKEA and Peroni. Lara also writes features on wellness, diversity and inclusion, youth culture and future innovations for titles such as Vogue, Refinery29, and Included Magazine.

People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever. 

Nostalgia Reimagined 

In 2026, the oldest Gen Alpha has turned 16 – a likely age for caffeine consumption to begin. From the popularity of iced coffee concoctions to beverages featuring flavors such as matcha and ube (purple yam, a root crop native to the Philippines), coffee and coffee-adjacent consumption has become a key lifestyle choice for people of all ages, increasingly inspired by global flavors and trends. Among Gen Alpha and Gen Z, specifically, 57% are seeking globally inspired options. 

Keurig Dr Pepper

 “Gen Alpha are more likely to enter coffee culture through the wider café beverage universe than through coffee itself: matcha, houjicha, refreshers, cold foams, and fruit-led drinks that sit somewhere between refreshment, treat, ritual, and self-expression,” explains Elle Bass, Head of Strategy and Social at Wolfgang. 

Interview with Elle Bass conducted by the author

 Bass notes that coffee chains are increasingly leaning into these more experimental drink options; 

, for instance, has paired matcha with lavender, berries, banana bread, and Dubai chocolate-inspired customizations. 

 Dunkin has combined it with OREO, limeade, 

 has offered ube matcha, while The Coffee Bean & Tea Leaf has announced houjicha drinks for its US menu. 

PR Newswire

 “The common thread is not simply unusual flavors – it is a familiar format acting as a bridge into something new,” Bass adds. 

With Gen Alpha’s economic power growing – their annual direct spending power has almost reached $100 billion in the US, influencing the spending decisions of 41% of households – coffee brands recognize that capturing early visibility is vital to securing this customer base. 

 For example, in January 2026, Starbucks sponsored 

 – the second season of YouTuber MrBeast's competition series on Amazon Prime Video, where contestants enjoyed 24/7 access to an on-set Starbucks in the show’s living quarters. This collaboration featured a show-themed, limited-edition beverage, bridging the partnership seamlessly across physical stores, YouTube, and the streaming platform.

Gen Alpha-centric brands are capturing this generation by focusing on age-appropriate cultural relevance. “Becoming part of the world young people already occupy, at ages where that's appropriate, in ways their parents would be fine seeing is key here,” says Gregg L. Witt, Senior Brand Builder and Marketing Strategist at Think WithWitt, a youth culture plus creator marketing consultancy. Witt mentions an October 2024 Starbucks and Roblox collaboration, commenting how “it is genuinely instructive about where brand-to-consumer relationships begin.” 

Interview with Gregg Witt conducted by the author

 The collab was an official, limited-time brand activation in which Starbucks opened virtual pop-up stores in popular Roblox games through a partnership with metaverse development studio 

, it generated three million total virtual shop visits, one million completed in-game challenges, and 80,000 free drink coupons claimed and redeemed in the real world. “The goal shouldn't be to manufacture a lifelong coffee customer at 12,” Witt explains. “It should be to build a brand relationship that can evolve as they do.” 

 To start building such a connection with Gen Alpha, how can roasters and coffee brands innovate and sell to a cohort who may not yet fully consume the definitive product?

Gen Alpha is likely to approach coffee with a more experimental mindset, as 58% of Gen Alpha and Gen Z seek completely new or unexpected flavors in their drinks. 

 Inspired by their favorite movies and music, such as 

, East and Southeast Asian flavors and ingredients chime really well with this audience. Vietnamese coffee shop 

, using the tropical flavor like vanilla to sweeten without relying too much on sugar. 

 in Chinatown, New York, similarly offers a 

 that looks as good as it tastes. The black or charcoal color makes it stand out IRL and, of course, 

 make it look luxuriously delicious and enticing.

“They’ve grown up with more access to the world than previous generations; their worldview is broader by default. Unique flavor combinations and textures aren’t novel to them – they’re part of the world they’ve always known,” explains Kari O’Neill, Vice President of Strategy at 

Interview with Kari O’Neill conducted by the author

 She says this wider access is reinforced by millennial parents who value travel and reject past trends of basic baby and kid food. “From the rise of philosophies of baby-led weaning, programs such as 

, and research that supports exposure to foods broadly to reduce allergies and picky eating, Gen Alpha has been raised to be more accepting of diverse flavors,” she adds. 

The New York Times

Rather than simply choosing between latte or cappuccino, future coffee drinkers are looking for beverages that offer discovery, novelty, and cultural storytelling – from matcha and houjicha-inspired drinks to unexpected flavor combinations and limited-edition collaborations. O’Neill explains that drinks such as Starbucks’ Unicorn Frappuccino and 

, aren’t trending because of how they taste but because of how they look: bold, confident, and fun. 

Cincinnati Enquirer

 Gen Alpha sees such a beverage as a conversation starter or their next social pic, and coffee can become 

; next to a pink wall, you’ll find a whole trash can of Unicorn Frappuccinos, undrunk and discarded like fast fashion. “Flavor and experimentation themselves aren’t the status symbol for Gen Alpha. The status comes from using coffee more as an accessory; color, sensorial experiences, and visual aesthetics play a significant role among Gen Alpha and in how they showcase themselves to others,” says Kari. 

Growing up in the most health-conscious era of consumerism, Gen Alpha is set to expect greater control over what they consume. Over half (51%) of US children aged eight and younger have their own mobile device. 

Common Sense Media

 They’ve had this sense of authority over their choices from a very young age. Customization in the coffee and beverage space therefore needs to show up in more thoughtful ways than milk choices and syrups – meaning more personalized beverages shaped by individual health goals, dietary preferences, and functional needs. “What's changing is what young people are customizing for. And critically, it's addition, not replacement; flavor isn't going anywhere,” says Witt. 

 He notes that nearly three-quarters of Gen Alpha coffee occasions include flavor – roughly double the value for older generations. These young people’s stated preferences run fruity or juicy at 81%, sweet or indulgent at 75%, citrus-forward at 72%, and bold at 64%. 

 “So anyone telling you Gen Alpha is graduating out of syrups and into clean functional beverages isn't reading the numbers,” asserts Witt. 

The rise of personalized nutrition, functional foods, and gut health awareness suggests future coffee choices could be influenced by factors such as energy levels, mood, digestion, and wellbeing. “I wouldn't describe the future as flavor giving way to function. I'd describe it as stackable personalization – ‘I want it to taste like this. I want it to look like this. I want it to fit my dietary preference. I want protein in it. I want it to help me focus. I want it because someone I follow drinks it,’” says Witt. 

Coffee brands may need to rethink the drink as a platform that can be adapted to the individual, balancing indulgence with perceived benefits. Witt says Starbucks has already built the menu architecture for exactly this, which is why it's such a useful proof point. 

 in September 2025 as permanent Starbucks items in the US and Canada. “We've traditionally thought about a customer having a favorite drink. Younger consumers appear to be building a rotation instead: six categories a week, five different needs per occasion,” Witt shares. “So the innovation opportunity isn't putting more ingredients behind the counter. It's giving people a system for building beverages around who they are, what they're doing, and how they want to feel at that moment. And letting that answer change daily.” 

, a coffee and matcha brand by podcaster and businesswoman Emma Chamberlain, leans toward this sentiment with their 

. It bridges artisanal coffee and custom comfort and indulgence – thanks to a signature crunchy dessert crumble on top – designed for people who choose beverages to match their mood.

Gen Alpha is the first generation to grow up with AI, algorithms, and digital interfaces as everyday tools. Indeed, 86% of children aged 9 to 17 in the US have used or interacted with artificial intelligence. 

 While coffee remains a social ritual, the path to purchase is likely to become increasingly mediated by technology. “Digital convenience is likely to become a baseline expectation for Gen Alpha rather than a meaningful differentiator,” says Bass. “The more interesting question is what brands put on top of that convenience – whether technology simply accelerates a known order or helps someone discover, understand, and share something new.” 

She notes we’re already seeing this with 

, which can translate a feeling, craving, photograph, or natural-language description into drink recommendations. 

’ recipes to its app, with customizations preloaded. Similarly, Dunkin’ Donuts says its 

 supports more than 14,000 possible order combinations and lets customers save favorites. Meanwhile, Dutch Bros combines 

, and 7 Brew’s new app offers access to more than 20,000 possible combinations while letting customers save and share drinks. 

Business Wire

 “A strong system might learn that someone likes cold, fruit-led, lightly sweet, and lower-caffeine drinks then offer three relevant choices rather than hundreds,” says Bass. “It should also explain the recommendation: ‘You liked the strawberry and oatmilk drink, so this has a similar profile with toasted houjicha.’ That makes personalization feel helpful rather than opaque or invasive.” 

As Gen Alpha becomes more comfortable with automated experiences, brands that integrate digital convenience, personalization, and community-led discovery will have an advantage. “Community-led discovery is another important frontier,” says Bass. “Brands could develop this through local drink collections, creator-curated flights, community voting, taste passports, and shareable drink links.” 

 Communities could form around taste, such as toasted and nutty drinks, fruit and tea combinations, lower-caffeine options, or not-too-sweet favorites, rather than through celebrity alone. 

The physical café remains important, adds Bass, noting that two-thirds of Gen Alpha parents say their child currently prefers shopping in-store, often because it is an enjoyable family activity. 

Numerator

 “Brands should not assume digital fluency eliminates the desire for place. The app could support richer physical rituals by arranging a group order, unlocking a tasting, supporting a vote on a local special, or tracking someone’s progress through a flavor-discovery challenge,” she suggests. 

For Gen Alpha, beverages will function less as everyday commodities and more as extensions of identity, as 58% of this cohort say what they drink reflects who they are. 

 Similar to fashion, music, and gaming, coffee choices can signal taste, personality, and cultural interests. “I'd be careful about trying to build one 'Gen Alpha drink’,” advises Witt. “Instead, build a cultural platform capable of continuously generating identity signals. Limited drops. Unexpected collaborations. Global flavors. Creators, music, gaming, fashion, characters, local culture, seasonal moments. Things people can discover, participate in, and make their own. The drink becomes the canvas.” 

 Take inspiration from streetwear culture where people show up for the ritual, and whatever's in it that week is almost secondary. For example, Nespresso dropped 

 with singer The Weeknd, offering customers a collectible, hand-pressed coffee vinyl infused with real coffee grounds, featuring an exclusive track. The experience drew in 

The future coffee order as personalized by default

Gen Alpha will grow up expecting products to adapt to them. Already, 40% own a personal tablet from age two, so they know how goods can feel like an extension of the self. 

 Winning coffee brands will move away from one-size-fits-all menus toward systems that let people build drinks around their tastes, routines, and wellbeing priorities. “Surprises will combat the boredom of anticipatory AI. Brands should provide a menu of choices, but Gen Alpha will expect the choice made for them,” says O’Neill. “And how do brands keep them coming back? By offering surprises. It’s the classic Happy Meal strategy. You give them exactly what they want in the meal, but they never know what the prize is.” 

 Popular coffee brands such as Dutch Bros use a similar strategy with their 

 “Digital ordering is anticipatory, but the order offers an element of surprise to keep Gen Alpha interested,” she explains. 

Coffee culture built through communities, not cafés alone

Gen Alpha’s relationship with brands will be shaped as much by online discovery as physical experiences. Today, 57% of children aged 7 to 9 in the US say social platforms directly influence what they buy. 

 Coffee brands will need to create moments that travel across platforms, encouraging participation, experimentation, and social sharing. "Don't start with 'How do we make this coffee Instagrammable?' Start with 'What can people participate in?' – like a creator-led challenge, game integration, AR layer, or physical installation that unlocks something digital,” suggests Witt. “The product becomes one piece of a larger experience. Creators shouldn't just hold the cup in an ad – they should help create the culture. That's the Gen Alpha move, treating young people as co-creators rather than an audience.” 

 Brands can design coffee experiences that blend the physical and digital worlds, from creator partnerships and interactive launches to shareable formats. The 2026 Fanta x Xbox global campaign 

 emblazoned limited-edition bottles and cans with QR codes that opened a personalized digital Rewards Chest portal on people’s phones. This strategy converted everyday beverage packaging into a participatory experience.

 US Gen Alpha believe what they drink reflects who they are

 of parents in the US say their Gen Alpha child prefers shopping in-store, often because it is an enjoyable family activity

 say social platforms directly influence what they buy

With a global mindset inspired by social media and movies such as KPop Demon Hunters, Gen Alpha expects bold flavors in beverages

Drink personalization needs to go beyond syrup and milk preferences and be customized by taste, dietary preference, function, mood, and appearance

As Gen Alpha’s engagement with automation matures, tech needs to stay one step ahead, helping customers discover, understand, and share something fresh

Gregg Witt has spent 25 years decoding what truly moves young people. He launched Goodtimes Skateboards at 16, later advising brands including YouTube, Meta, Google, Samsung and Axe, as well as influential creators such as CboysTV and the Dern Brothers. He’s mentored over 150 emerging creators since 2023 and previously led youth strategy at We Are Family Global and Immersive Youth Agency. He’s also the co-author of the best-selling book 

The Gen Z Frequency: How Brands Tune In & Build Credibility

 and was named a youth marketer to follow by 

Elle Bass is a brand experience and cultural strategist who turns strategy into something people can enter, participate in and care about. Over 13 years, she has shaped brand and cultural strategy for some of the world’s most recognised brands, including HBO, Spotify, Instagram, adidas, UPS, Target, Snapchat and The Ritz-Carlton.

. Her work brings together strategy, branding, analytics and design. She has led positioning, brand strategy and research for organisations including the NCAA, Crest, Oral-B, Tabasco, DEWALT and Rust-Oleum. Kari also plays a key role in 

, Young & Laramore’s annual conference featuring psychologists, neuroscientists and behavioural economists who share their research on the often-unseen factors that go into consumer choice.

Gen Alpha (born 2011-2024)

United States

Coffee and soft drinks

To capture Gen Alpha, brands will have to innovate with bold flavours they’ve never tasted before. From demanding deep beverage personalisation that blends diet, mood and aesthetics to advanced tech, what are the essentials to help young people discover and share fresh beverage concepts?

Analysis

Lara Piras

Gregg Witt

Elle Bass

Kari O'Neil

Related Macro Behaviours

Nostalgia Reimagined