Thanks to Millennials, hard seltzer is booming but wine sales are dwindling. While YPulse’s Nightlife & Drinking survey found that 59% of 21-to-37-year-olds still drink wine, hard seltzer is becoming a favorite among young drinkers. After a White Claw summer, the hard seltzer competition is mounting, with new brands, like Boston Beer Company’s Truly, making their way into the scene. Millennials are “flavor seekers”, who according to one expert, can be loyal to brands, but “they like to try new products, new flavors, and new ingredients.” Meanwhile, wine sales are down, and some Millennials—the “industry’s largest opportunity”—simply feel like it’s not marketed to them. (Marketplace, Mic)
