Stem Ciders
Stem Ciders
It’s Beyond Proof
Exploring how Stem Ciders can connect with sober-curious Gen Z by redefining non-alcoholic cider as a flavorful, intentional, and socially relevant choice.
The Ask
Help Stem Cider connect with sober-curious Gen Z by creating a campaign that positions its 0% proof cider as the fresh, flavorful, and culturally relevant choice for socializing without alcohol.
The Gen Z Drinking Dilema
Gen Z Isn’t Quitting Drinking, They’re Rewriting It.
Gen Z approaches alcohol differently than generations before them. They’re more health-conscious, more intentional, and far more interested in flavor than intoxication. Rather than opting out entirely, many are exploring sober-curious lifestyles—choosing when, why, and how they drink.
But even as alcohol consumption declines, the desire for ritual remains.
Social moments still call for drinks that feel considered, grown, and expressive.
Non-Alcoholic Doesn’t Mean Non-Serious, But It Often Feels That Way.
The non-alcoholic beverage space hasn’t caught up to Gen Z’s mindset. Too often, alcohol-free options are sweet, juvenile, or positioned as substitutes for “real” drinks.
Non-alcoholic cider, in particular, suffers from outdated assumptions: sugary, simple, closer to juice than craft.
That perception creates friction for Gen Z, who want adult experiences without alcohol, not childish alternatives.
Sophistication Without the Buzz
Gen Z wants drinks that feel mature, complex, and intentional, without alcohol.
The problem? Most non-alcoholic offerings strip away the nuance along with the proof.
They’re left choosing between wellness and flavor, clarity and culture.
The Stem Ciders Advantage
Stem’s 0% Proof Ciders Aren’t a Compromise.
Stem’s 0% Proof Ciders are crafted with the same fermentation-forward mindset as wine. They’re dry, structured, layered, and expressive. Built for people who care about taste, not intoxication.
This isn’t apple juice pretending to be something else. It’s cider evolved.
Stem has the opportunity to reset expectations and redefine what non-alcoholic cider can be.
A New Ritual for the Sober-Curious Generation.
Stem can claim a powerful position: a drink that delivers depth, craft, and personality, without alcohol.
That means redefining cider as not overly sweet, not a downgrade and not a stand-in.
But as a deliberate choice for people who value intention as much as experience.
The Strategic Idea
Beyond Proof.
Beyond Proof reframes Stem’s 0% Proof Ciders as the next chapter in drinking culture.
What “Beyond Proof” Stands For.
A new standard of flavor
Dry, robust, and layered, bringing the complexity and structure of wine to a 0% format.
No settling, just evolving
Choosing alcohol-free doesn’t mean giving something up. It means opting into taste, clarity, and craft.
Future-first drinking culture
Built around Gen Z’s values: wellness, creativity, and intention—without losing the social ritual of drinking.
The Takeaway
The Unlock.
Stem’s opportunity isn’t to convince Gen Z to stop drinking, it’s to show them what comes next.
By positioning 0% Proof Ciders as a thoughtful, flavorful evolution of drinking culture, Stem can lead a category that values sophistication without intoxication, and ritual without alcohol.