Alcohol brands are struggling to keep up with young consumers’ demand for more variety. 

Alcohol brands are struggling to keep up with young consumers’ demand for more variety. Wine consumption is dropping among younger drinkers and “​​the same tried and true” marketing is less effective in the face of competition from hard seltzers, teas, kombuchas, and DIY cocktails. According to Drizly, three in five of their users are under 40, and this new gen of drinkers wants a range in flavors, and different percentages of alcohol in their beverages. They’re also making decisions about what and how they drink depending on their mood / day of the week. Millennials’ top alcohol brands, which include White Claw, Smirnoff, and Mike’s Hard Lemonade, have a wide range of flavors and seasonal releases. Of course, experiences and causes are also ways to attract younger consumers, and wine makers are trying to work these angles as well, but “the experience of Wine Country isn’t as sought after as it once was.” (Sonoma)