As Gen Z continues to eschew live content in favor of streaming, the beer industry is bringing marketing to them.

This week, AB InBev announced a partnership with Netflix to bring beer into the top streamer’s shows. Meanwhile Samuel Adams is seeking to capitalize on the summer’s biggest female-skewing streaming hit, The Summer I Turned Pretty, with a digital campaign starring the show’s main heartthrob.

How else can marketers target Gen Z? At Making Moves (Oct. 14-15 in Las Vegas), after NBWA’s Convention, Amanda Edelman, COO of Edelman’s Gen Z research group, will unveil new data about what makes this enigmatic generation tick.