Millennials’ preferences have been dictating new efforts in the beer industry, and well-known beer brands have been slowly losing young consumers to craft beer breweries.

Millennials’ preferences have been dictating new efforts in the beer industry, and well-known beer brands have been slowly losing young consumers to craft beer breweries. In response to dropping sales, big beer companies have redeveloped product packaging and adjusted marketing to represent a “low-key cool.” They’ve also employed a “if you can’t beat them join them strategy,” by acquiring craft breweries, which might not be a sure route to success as “six out of 10 drinkers believe a brewer's independence is important when picking a craft beer.” (Business Insider)