Enroot: Creating Lifestyle Content Targeted at Gen Z

Enroot, a non-alcoholic beverage company co-founded by Brad Pitt, Cristina Patwa, and John Fogelman, has distinguished itself in the CPG sector through its innovative product offerings. Their early foray into the market with organic cold brew wellness teas, which were farm-to-bottle, low in calories, and featured popular ingredients like Yerba Mate, set them apart. Recognizing the emerging trend of Gen Z’s interest in non-alcoholic options, Enroot took a unique approach to reach this demographic and enhance brand awareness. 

So Enroot partnered with us here at Home From College to launch their first-ever content committee. They recruited a group of 20 content creators ranging from current college students to recent graduates. The committee seamlessly integrated Enroot into their content, producing engaging videos such as day-in-the-life vlogs and mocktail recipe videos. The students appreciated the creative freedom they were given and noticed a higher level of audience engagement, as the content felt authentic and relatable.

As Enroot continues to grow in the cold brew tea space, the company’s leadership team also identified the growing popularity of non-alcoholic versions of popular drinks like wine and beer. Enroot wanted to understand the reasons behind this trend with Gen Z and what it would take to create a non-alcoholic wine that would be enjoyable for this age demographic. To get these insights, we worked with Enroot to also craft a series of focus groups where students who are regular wine drinkers sampled the product and provided feedback on the taste, packaging, and use of the product in their daily lives.

Many students shared their preference for non-alcoholic alternatives when going out, providing crucial feedback on packaging design, influencer partnerships, and insights on how they discover new products. This collaborative approach has allowed Enroot to refine its strategy, ensuring its product resonates with the fastest-growing demographic.

“Sometimes after a long day I like sitting down with a drink to unwind. However, I don't want to drink wine during the week when I know I have to get up early the next day. This was such a pleasant experience because I got to drink what tasted like a nice glass of wine knowing I wouldn't have a headache the next day.” - Focus group participant response 

Through their partnership with Home From College, Enroot has been able to reach new audiences of Gen Zers and co-create a new product line that resonates with Gen Z because it was built with their insights.