Millennials are shirking beer for spiked seltzer, sparkling wine, and spirits. American beer giants are (still) struggling, with Bud Light, Coors Lite, and Miller Liter all seeing a steady decline in sales, according to IRI and Euromonitor International data. The blame is being cast on the youngest generation of drinkers whose beverage preferences are spiking sales of spirits like mezcal, sparkling wine, spiked seltzer, and craft beer. Young demos are also drinking less in general, with more hoping to avoid hangovers that hinder their active lives. (Bloomberg)
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