Alix Earle, SipMargs, and the crash course in partying Gen Z didn’t know they needed

At last week’s MTD meeting we couldn't stop talking about Alix Earle. Her move away from Alex Cooper might’ve been the best plot twist she could’ve asked for, but it was her Coachella activation, the "Sip Stop," that had us non stop yapping [what, like you've never had a parasocial fixation?!].

Why does the queen of partying think Gen Z wants alcohol now, of all times?

Let's backtrack. Recently there's been discourse around Americans are partying less, especially those under 35. Blame it on the loneliness epidemic, anxiety overload, or simply being too tired to socialize offline [relatable]​. Gen Z isn’t exactly romanticizing frat-house-level chaos like generations before them. Instead, they’re curating vibes, sipping slower, and prioritizing safety even as they party. They’re “sober-curious,” but still willing to indulge for the right experience, a trend we broke down in Monday’s Cultural Gems newsletter​.

Enter SipMargs, Alix Earle’s surprisingly strategic canned margarita brand. Emphasizing "Margs made easy," the brand taps perfectly into Gen Z’s love for convenience. Think: "little treat" culture without the hassle of a $20 cocktail or the messy DIY [and wasted ingredients] of homemade drinks [especially when you don't have your own kitchen]. Even the flavors are marketed vibes-first, each aligned with a particular mood: stay salty, stay spicy, stay sweet, a playful nod reminiscent of how cannabis strains promise tailored psychological experiences. It's not just a canned cocktail; it's a shortcut to curating your night’s energy, minus the effort [or expense].

Personal taste test [well, almost]: I managed to scoop a four-pack of SipMargs' original margarita flavor during an Easter visit in Massachusetts [as they’re currently only available in a handful of states]. And while being pregnant means I’m currently sipping on sparkling water only [sob], my Millennial husband gave the drink two enthusiastic thumbs up. Was it influenced by the first 70-degree day in New England after a long winter? Hard to say. But either way, these middle Millennials will be stocking the fridge with these babies for after our actual baby arrives.

But why Alix Earle?

Alix isn’t just another TikTok influencer hawking canned cocktails. She’s a cultural icon specifically because she doesn't curate perfection; she flaunts realness [most of the time, anyway]. Her rise wasn’t built on pristine Instagram grids or aspirational wellness routines—it was late-night pizza slices, smudged eyeliner, unapologetic honesty, and even struggles like her long-term battle with acne. But beyond authenticity, Alix has serious strategic chops when it comes to putting emerging brands on the map. Remember Poppi? Earle essentially catapulted the pseudo-wellness soda brand into mainstream consciousness with casual fridge cameos and "what-I-drink-in-a-day" vlogs, prompting sellouts nationwide. Bringing her onboard SipMargs wasn't just influencer marketing; it was savvy brand-building. Earle is precisely the messy-chic party girl Gen Z [and frankly, all of us] needed—someone who can turn relatable imperfection into a strategic goldmine, effortlessly.

Her "Sip Stop" at Revolve Festival nailed the vibe our resident Pop Cultural Anthropologist Megan Collins calls “Apolitical Americana Noveau Riche Barbie.” Imagine luxury meets gas-station chic [yes, that’s now a thing].

This is where the party turns into a masterclass. Don’t miss the business part of the brand on Substack here.