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: “Most social media is an echo-chamber for immaturity.”—Male, 30, MD

Violent video games don’t cause violent behavior, according to “one of the most definitive [studies] to date.” At a time when several states are considering tacking on extra taxes to violent video games, the Oxford Internet Institute’s study found that playing content considered violent did not cause 14-15-year-olds in the U.K. to act more aggressively. The study’s co-author says that previous studies have been influenced by “researcher biases” that led to studies that gave “undue weight to the moral panic surrounding video games.” (

A new rosé brand is winning over Millennials with its Instagrammable bottle. The Wonderful Company, known for brands like Fiji Water and Pistachios, brought a new wine brand to market just in time for Valentine’s Day—and it’s already outselling their other labels. JNSQ (an acronym for the French phrase “je ne sais quoi”) sells rosé and sauvignon blanc that come in glass containers designed to look like retro perfume bottles. Influencers and a national marketing campaign helped propel the brand. (Adweek)

Minecraft for mobile made more money than ever in 2018. According to Sensor Tower, the gaming sensation’s mobile version raked in $110 million last year, rising 7% from last year. In addition, 48% of that revenue came from the U.S., followed by just 6.6% from Great Britain. All eyes may be on Fortnite, but the Minecraft Effect still has a hold on young gamers, and Gen Z & Millennials still rank the game as one of their favorites. (Venture Beat)

Nostalgic Millennials can soon set sail on a Golden Girls-themed cruise. The experiential, adults-only cruise will include themed activities like a “One Night in St. Olaf Dance Party,” a game of Ugel and Flugel, and a costume contest for fans dressed up as the main characters. There will also be plenty of trivia, bingo, and cheesecake on this five-night experience aboard the Celebrity Infinity. This isn’t the only cruise ship catering to adults recently; Virgin’s first cruise ship is 18-and-up-only and even has a tattoo parlor on board. (People)

Daquan, the meme account with 12 million followers, is teaming up with All Def Media for a slate of original content. The premium videos will signal a departure from what Daquan is known for: gritty, homemade content that ranges like blurry SpongeBob SquarePants screenshots transformed into memes via clever captions. The new videos will debut across All Def Media and Daquan’s social channels, which include Instagram, Facebook, Snapchat, IGTV, and YouTube. (Tubefilter)

Quote of the Day: “I think social media can bring light to issues that are of importance such as animal rescue and environmental awareness.”—Female, 22, MI

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