These 5 Stats Show Why Millennials Are Changing The Alcohol Industry

From where they’re drinking to what they drink out of, young drinkers are upending industry traditions with their preferences—and these five stats show why…

From burgeoning moderation trends to the kinds of drinks that they prefer, we continue to see the next generation drinkers shake up the alcohol industry. Wine and beer are the top two alcohols that 21-36-year-olds like to drink, according to our most recent survey on nightlife and drinking—but how, when, and what kinds of beer and wine they’re drinking are forcing the industry to change and adjust to their preferences. Millennials spend more on craft beer than any other generation according to C+R Research, who report that over half of the young demo say that they have at least one craft beer every week. But chasing a new label has become a sport among young drinkers, creating a race to release new beers in the industry. Magic Hat’s President tells YPulse that it’s “all about new experiences and new flavors,” for younger consumers—prompting the brand to create a new beer/wine hybrid line. (Craft beer and red wine come are at the top of the list of their go-to drinks on a typical night of drinking according to YPulse data, so mixing those two could be appealing.)

With new lines of beverages being invented for them, it’s no surprise there is more competition than ever for their beverage dollars. According to Bloomberg, the youngest generation of drinkers are spiking sales of spirits like mezcal, sparkling wine, and hard seltzer—all helping to slow sales of big beer brands. The wine industry is also reporting slowing sales, and blaming young consumers, with the CEO of Wine Intelligence telling The Drinks Business, “We need to realize we are in a pitched battle for the hearts and minds of the next generation…When they do choose…


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Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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