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Don’t expect Millennials’ hard seltzer obsession to fall flat anytime soon.

Aug 21 2019

Don’t expect Millennials’ hard seltzer obsession to fall flat anytime soon.Bank of America Merrill Lynch found that 18-34-year-olds are seeing a Sobriety Shift, with one-third saying they’re cutting back their consumption, compared to 22% last year. When asked what they’re cutting back on specifically, the most popular response was beer, with 37% blaming its high calorie count. And it looks like part of beer’s Millennial problem is the demo’s preference for hard seltzer. The low-calorie alternative was the most popular option among those swapping out beer, and over half preferred White Claw, lining up the cult favorite to become the category’s La Croix. (Yahoo!)