It appears the Millennials are opting more often for more girlie drinks like Pinot Grigio, Cosmopolitans and Appletinis.
This sounds like bad news for the beer industry, but there is a silver lining. According to the comprehensive study (which was conducted in the basement of frat house in Columbia), there is still a slight preference for beer among this generation.
So its clear that we still have a chance to save beer as the national beverage. But it's going to take us all working together.
- On a dollar basis, beer represents the majority (47%) of Millennial consumers’ spending, compared with spirits (27%) and wine (26%).
- On a volume basis, beer accounts for 83% of Millennials’ purchases, compared with 11% for wine and 6% for spirits.
- Among Millennials who drink different types of alcoholic beverages, beer is most often cited at their “favorite.”
We need to do a better job of communicating the benefits of beer consumption. These go far beyond making ugly women look sexy. Did you know that, according to a highly respected scientist, drinking homebrew is good for you, and what is commonly called a "beer belly" is, in reality, the body's storage system for wisdom and B vitamins.
The most important thing we can do is begin introducing beer consumption at an earlier age to America's youth. If you have kids of your own, or if your neighbors have elementary-age children, feel free to offer them a beer a couple of times a week.
Also, make sure to keep a couple of 12-packs or an open 40 in your call at all times, you never know when you'll be stuck in a traffic jam and this is the perfect opportunity for a communal beer bust while you wait for the authorities to cleanup that 15-car pileup.
Anyway, these are just a couple of suggestions. Like I said, it will take all of us to make a difference. Let me know what ideas you have.
tagged: beer, Millennials, alcohol, demographics, drinking, Nielsen, wine