RismadarVoice Reporters
May 22, 2026
A new cultural intelligence report has shown a gradual shift in alcohol consumption patterns among younger Nigerian consumers, with wine increasingly gaining preference within a demographic traditionally associated with louder, experience-driven drinking habits.
The study, conducted by X3M Intelligence and presented at an industry session held at the Lagos Marriott Hotel, examined evolving social behaviours among Nigeria’s Gen Z population and how they are reshaping drinking culture, identity expression, and social interaction.
Titled “Gen Zs Are Rewriting the Party Rules,” the report highlighted changing motivations behind alcohol consumption, including lifestyle choices, wellness considerations, digital influence, and evolving social rituals.
Industry stakeholders, including marketers, brand strategists, creatives and researchers, attended the presentation, which focused on how brands can better understand and engage younger consumers.
Speaking at the event, Strategy and Intelligence Lead at X3M Ideas, Ayoade Omolola, said the study aimed to move beyond stereotypes often associated with Gen Z behaviour.
“Everybody talks about Gen Z, but very few people slow down enough to actually listen to them,” he said.
“A lot of brand strategy today is still built on stereotypes. We wanted to move away from internet caricatures and understand the real emotional and cultural drivers shaping this generation.”
The report found that younger consumers are increasingly favouring more curated and intentional social experiences, with a noticeable rise in interest in wine consumption compared to traditional alcoholic beverages.
Chief Executive Officer of X3M Ideas, Steve Babaeko, said the findings underscore the importance of research-driven marketing strategies in an increasingly fragmented cultural landscape.
“There are too many myths around Gen Z. Every week, there is a new opinion about what they supposedly care about,” Babaeko said.
He added that modern consumers are becoming more expressive and selective, making it necessary for brands to adopt deeper cultural intelligence in their engagement strategies.
“The era of one-dimensional marketing is fading. Today’s consumers are more self-aware, more expressive, and more complex,” he said.
Beyond alcohol trends, the report also explored broader behavioural shifts among young Nigerians, including changing attitudes toward status, relationships, social interaction, and self-expression.
X3M Intelligence said the study forms part of a broader effort to provide African-centred cultural insights that reflect evolving consumer realities across the continent.
