Thursday, December 06, 2007

The slow death of beer

According to my many inside sources at The Nielsen Company, the "Millennial" generation (those currently between 21-30 years old), are drinking 12 percent less beer than the more manly and mature Generation X (31-44-years-olds).

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.
  • 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.”
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.

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.

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  1. The guys are drinking cosmos and appletini's? Ugh. Poor girls. We need to turn this trend around before Andrea comes of drinking age! I don't want no son-in-law drinking Mike's Hard Lemonade with his pinkie erect. He better be able to drink whiskey, straight up, and know his beer like a MAN.

  2. i hereby swear, upon all that is hoppy, that i will go down swilling brew.

    matter of fact, i'm going to swill one now.

    and now.

    and now.

    and now i'm going to sleep.

  3. One of the many things my wife misses about Germany is the fact that teenagers would congregate for a beer after school at age 15 or 16. Nobody got drunk, and it was no big deal.

    This topic, then, inevitably leads to a tirade about crappy American brew. I nod politely, and then open up another one.


  4. Its sad that the young generations are going for girlie drinks. We should all make an effort and spread the benefits of drinking beer. An initial step could be introducing beer at the early stage to America’s youth. Also make sure to buy cigars or a pack of beers at a call. You’ll never know when your car wreck down.


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