The 21 Alcohol Brands 21+ Millennials Prefer

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

As beer continues to struggle, wine is having a heyday, and cannabis eyes the industry, but what are young consumers considering their favorite alcoholic beverage brands today?

Another year, another round (after round) of bad news for the beer industry. Back in January, Budweiser reportedly lost its crown as the “King of Beers,” dropping to the fourth best-selling beer brand in the U.S.—and Millennials were blamed, as UBS data shows Millennials are less likely to recommend Budweiser than other generations. In May, the Wall Street Journal reported that U.S. beer volume was “sharply lower” for the first quarter of 2018 year-over-year for three major brewing companies: Molson Coors Brewing Co., Anheuser-Busch InBev SA, and Heineken NV. Young consumers were again cited as the root cause. In August, MillerCoors halted production of the beer they made for Millennials—just six months after they launched it. The brew, Two Hats, featured pineapple and lime flavor varieties with low alcohol content and a price point to match. MillerCoors thought the new product would “build the next generation of beer drinkers," but it didn’t pan out.

In the third quarter of 2018, Bud Light reportedly lost .9 percentage points of total market share while Budweiser lost .35. Even the once beloved beer of young hipsters (remember them!?) has fallen on hard times, with Grub Street recently writing that PBR could “go extinct.”

According to AB InBev, beer consumption among 21-27-year-olds dropped from 67% in 2006 to 43% in 2016, and according to Euromonitor, beer consumption among 21-24-year-olds has dipped about 3% per year for the past 15 years. The story is being told again and again: young consumers are switching from beer to spirits and wine, and when they do drink beer, they’re opting for craft brews from…


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Quote of the Day: “Supernatural is a guilty pleasure show.  While it isn't very consistent in terms of plotline, it’s a fun show with a lovable cast, and it’s ludicrous story keeps you wondering what is next.”—Female, 26, GA

Millennial women are taking over proposing, and looking up ways to pop the question. On Pinterest, “women propose to men ideas” is being searched more than ever, with popularity of the term rising 336% year-over-year. And women aren’t just getting down on one knee to propose to men: the term with the greatest growth from 2017 is “unique lesbian proposals,” which saw a 1,352% rise. Pinterest also found that emerald engagement rings are trending, demonstrating Millennials’ growing interest in non-diamond options. (The Cut)

Dave & Buster’s is positioned to win over experience-loving Millennials. Despite disappointing earnings of late, investors are buying up the experiential restaurant’s stock during its dip because (as one analyst explains) they “believe [Dave & Buster's] can outperform other full-service concepts and drive multiple expansion as it proves itself as a differentiated growth concept.”  Our Experiencification trend backs up their bet, finding that 74% of Gen Z & Millennials would rather spend money on experiences than products. (TheStreet)

Airlines made for Millennials are failing. Air France is thinking about shuttering Joon, their trendy airline, just one year after it took flight. As it turns out, Generation Wanderlust values one thing above amenities like stylish steward outfits and smart tech: value itself. The airlines that are seeing success are budget-friendly first and foremost, like Norwegian Air. ICF Aviation’s SVP sums it up, “What does a [M]illennial want in an airline? A low fare and a good schedule…They don’t want more purple lighting.” (Vox)

Fortnite isn’t just “the most important game of 2018"—it’s “a cultural tsunami.” Nearly 80 million people played the battle royale-style game that’s taking over the internet this year, and over 65% of Fortnite’s players are under-24-years-old. If that’s not enough evidence that brands should cashing in on the craze, celebrities like Drake are playing the game and sports stars like Antoine Griezmann are doing Fortnite’s signature emote dances on the field. (CNET)

Media companies could be under-estimating Nickelodeon’s young fandom. Nielsen reports that two-11-year-olds spent 23 hours each week watching TV in the second quarter of 2018, with almost 15 of those hours taken up by live TV or DVR-recorded content. While Nickelodeon ratings may be down, they’re still the leader of kids’ networks, accounting for 67% of all ad-supported kids’ TV viewing. However, 74% of Millennial parents tell Ypulse that their children watch more content on streaming services than cable. (Bloomberg)

Quote of the Day: “I like playing and talking about [Animal Crossing] with other people. It's nostalgic for me since I've been playing games from the series from a young age.”—Female, 22, PA

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