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Whiskey is still riding the Millennial wave.

Feb 10 2017

Whiskey is still riding the Millennial wave. The spirit’s U.S. sales increased by 7.7% in 2016, mostly driven by young consumer’s interest in “authentic” products like bourbon, rye, and Tennessee whiskey. For the seventh year in a row it has taken a piece of beer’s market share, which has decreased by 3.5% since 2009, while wine has stayed ‘pretty consistent’ at 17%. When we asked 21-34-year-olds their favorite alcohol brands, craft/local beer took the top spot reflecting their desire for authenticity. (New York Post)