ACTIONABLE RESEARCH ON GEN Z AND MILLENNIALS

Which of these alcohols do you like to drink?

Source: Survey Data 2019 12B Field Dates: 11/27/2019 - 12/04/2019Base: N=1000Type: Multiple Response

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[OPTIONS]
  1. Amaretto
  2. Beer (including Ale, Lager, Sahti & Wheat Beer)
  3. Brandy
  4. Coffee liquor
  5. Cognac
  6. Gin
  7. Hard cider
  8. Hard seltzer
  9. Malt beverages (including Fruit Beer, Beer-itas)
  10. Mezcal
  11. Rum
  12. Sake
  13. Tequila
  14. Vodka
  15. Whiskey (includes Bourbon Whiskey, Scotch Whisky & Irish Whiskey)
  16. Wine (includes Red Wine, White Wine, Rose, Champagne & Plum Wine)
  17. Wine cooler
  18. Other, please specify:
  19. Other, please specify:
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N335. Which of these alcohols do you like to drink?
Total Gender Age Groups Generation Age Groups Age Groups Age Groups Age and Gender Generation and Gender Academic Status Race Hispanic Region City Parent Parent
Male Female Under 18 18 and Over Gen Z (13 to 18) Millennial (19 to 37) Under 21 21 and Over 13 to 17 18 to 20 21 to 24 25 to 29 30 to 34 35 to 37 13-17 18-24 25-37 13 to 17, M 13 to 17, F 18 to 24 ,M 18 to 24, F 25 to 37, M 25 to 37, F Gen Z (13 to 18), M Gen Z (13 to 18), F Millennial (19 to 37), M Millennial (19 to 37), F Middle School / High School College Not in School Caucasian/White African American/Black Asian/Other Hispanic Non-Hispanic Midwest Northeast South West City Non-City Yes No Moms Dads
Wine (includes Red Wine, White Wine, Rose, Champagne & Plum Wine) 59% 51% 67% 0% 59% 0% 59% 0% 59% 0% 0% 54% 65% 60% 50% 0% 54% 60% 0% 0% 42% 68% 54% 66% 0% 0% 51% 67% 32% 54% 60% 56% 66% 72% 63% 58% 60% 61% 58% 57% 58% 61% 52% 63% 66% 44%
Beer (including Ale, Lager, Sahti & Wheat Beer) 54% 64% 42% 0% 54% 0% 54% 0% 54% 0% 0% 54% 49% 53% 64% 0% 54% 54% 0% 0% 72% 30% 61% 45% 0% 0% 64% 42% 31% 55% 53% 57% 40% 46% 47% 55% 48% 57% 46% 67% 54% 54% 50% 56% 41% 56%
Vodka 52% 54% 50% 0% 52% 0% 52% 0% 52% 0% 0% 50% 55% 54% 46% 0% 50% 53% 0% 0% 48% 52% 56% 49% 0% 0% 54% 50% 59% 48% 53% 51% 56% 57% 57% 51% 44% 56% 55% 50% 51% 54% 57% 48% 54% 59%
Whiskey (includes Bourbon Whiskey, Scotch Whisky & Irish Whiskey) 42% 54% 29% 0% 42% 0% 42% 0% 42% 0% 0% 35% 45% 46% 42% 0% 35% 44% 0% 0% 43% 24% 58% 31% 0% 0% 54% 29% 34% 36% 44% 46% 30% 33% 38% 44% 45% 37% 39% 52% 42% 44% 49% 38% 34% 57%
Rum 39% 41% 36% 0% 39% 0% 39% 0% 39% 0% 0% 34% 43% 43% 28% 0% 34% 40% 0% 0% 31% 38% 44% 36% 0% 0% 41% 36% 13% 36% 40% 39% 38% 42% 42% 38% 40% 36% 41% 37% 36% 46% 40% 39% 41% 39%
Tequila 38% 36% 41% 0% 38% 0% 38% 0% 38% 0% 0% 35% 47% 38% 26% 0% 35% 39% 0% 0% 26% 47% 38% 40% 0% 0% 36% 41% 25% 34% 39% 38% 40% 40% 50% 35% 43% 34% 38% 39% 38% 40% 39% 38% 47% 35%
Hard cider 37% 28% 46% 0% 37% 0% 37% 0% 37% 0% 0% 43% 44% 35% 19% 0% 43% 35% 0% 0% 29% 60% 28% 43% 0% 0% 28% 46% 0% 31% 39% 36% 34% 47% 30% 39% 36% 42% 36% 35% 35% 41% 24% 46% 28% 22%
Brandy 24% 35% 13% 0% 24% 0% 24% 0% 24% 0% 0% 18% 16% 34% 31% 0% 18% 26% 0% 0% 23% 12% 38% 14% 0% 0% 35% 13% 36% 26% 24% 26% 19% 17% 30% 23% 25% 25% 21% 28% 26% 20% 39% 14% 27% 46%
Hard seltzer 24% 18% 32% 0% 24% 0% 24% 0% 24% 0% 0% 27% 26% 24% 18% 0% 27% 24% 0% 0% 12% 46% 19% 29% 0% 0% 18% 32% 2% 25% 24% 25% 14% 38% 18% 26% 29% 26% 27% 16% 24% 26% 18% 29% 22% 16%
Gin 24% 28% 19% 0% 24% 0% 24% 0% 24% 0% 0% 24% 29% 23% 17% 0% 24% 24% 0% 0% 25% 22% 29% 19% 0% 0% 28% 19% 12% 24% 24% 26% 16% 16% 14% 27% 23% 30% 19% 28% 24% 23% 23% 25% 18% 26%
Malt beverages (including Fruit Beer, Beer-itas) 24% 22% 25% 0% 24% 0% 24% 0% 24% 0% 0% 26% 28% 19% 20% 0% 26% 23% 0% 0% 27% 26% 21% 25% 0% 0% 22% 25% 3% 28% 22% 22% 25% 32% 24% 23% 18% 24% 28% 20% 23% 25% 30% 19% 36% 26%
Coffee liquor 19% 22% 15% 0% 19% 0% 19% 0% 19% 0% 0% 18% 17% 20% 20% 0% 18% 19% 0% 0% 19% 17% 23% 15% 0% 0% 22% 15% 20% 24% 17% 20% 13% 20% 22% 18% 23% 16% 17% 21% 20% 15% 25% 15% 25% 24%
Amaretto 19% 20% 17% 0% 19% 0% 19% 0% 19% 0% 0% 7% 23% 21% 22% 0% 7% 22% 0% 0% 5% 10% 24% 19% 0% 0% 20% 17% 38% 11% 21% 19% 14% 21% 18% 19% 21% 22% 17% 17% 19% 18% 22% 16% 21% 23%
Wine cooler 17% 14% 20% 0% 17% 0% 17% 0% 17% 0% 0% 19% 19% 12% 21% 0% 19% 16% 0% 0% 14% 26% 14% 19% 0% 0% 14% 20% 13% 20% 16% 14% 22% 35% 19% 16% 19% 18% 20% 10% 14% 24% 20% 15% 28% 15%
Cognac 15% 20% 8% 0% 15% 0% 15% 0% 15% 0% 0% 7% 17% 18% 14% 0% 7% 17% 0% 0% 9% 4% 24% 9% 0% 0% 20% 8% 2% 15% 14% 14% 13% 18% 16% 14% 15% 9% 15% 17% 15% 14% 21% 10% 17% 24%
Sake 12% 16% 8% 0% 12% 0% 12% 0% 12% 0% 0% 4% 15% 14% 15% 0% 4% 15% 0% 0% 6% 2% 19% 10% 0% 0% 16% 8% 1% 10% 13% 12% 7% 26% 22% 9% 8% 14% 11% 16% 13% 11% 14% 11% 10% 16%
Mezcal 8% 10% 5% 0% 8% 0% 8% 0% 8% 0% 0% 6% 8% 9% 9% 0% 6% 8% 0% 0% 4% 8% 12% 5% 0% 0% 10% 5% 2% 6% 8% 8% 1% 16% 9% 8% 8% 7% 8% 9% 9% 4% 11% 5% 7% 14%
Other, please specify: 3% 1% 4% 0% 3% 0% 3% 0% 3% 0% 0% 4% 3% 2% 1% 0% 4% 2% 0% 0% 4% 4% 1% 4% 0% 0% 1% 4% 0% 2% 3% 2% 4% 4% 1% 3% 4% 2% 2% 3% 3% 3% 1% 4% 2% 0%
Base 574 299 275 0 574 0 574 0 574 0 0 121 179 181 93 0 121 453 0 0 68 53 231 223 0 0 299 275 3 125 434 439 82 53 127 447 106 118 216 133 405 169 240 334 89 152
Base: Drinks Alcohol