Social media may be influencing Millennial drinkers to buy more expensive booze. According to one study, 42% of 21-35-year-olds say social media is “an influential touchpoint to get ideas and recommendations of what spirits to buy,” double the amount who say they take advice from traditional media. They also may be showing off pricey booze on social platforms as social currency: 28% of Millennials say they sometimes order a premium brand to impress their peers, versus 11% of Boomers. (Raw Story, UPROXX)
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