Millennials’ drinking preferences are beginning to dictate new efforts in the alcoholic beverage industry.

Millennials’ drinking preferences are beginning to dictate new efforts in the alcoholic beverage industry. To keep up, Heineken is introducing Blind Pig, a new brand of cider blended with spirits to appeal to “young digital natives who ‘don't follow the crowd.’” Cider sales have been growing over the past 10 years, as beer brands have struggled. Inspired by 1920 speakeasies, the brand won’t be traditionally marketed, but rely on organic discovery and social media storytelling. (Marketing Magazine)