Millennials are the youngest legal drinkers today and they are changing the adult beverage industry. Want to be a part of the party? Don’t ask yourself “What do I say?” instead ask, “Why should I be invited?”
Whether they are drinking trendy craft beers, boxed wines or scotch straight up, Millennials are doing so in a way that no other generation has before. Alcohol has become intertwined with the millennial culture, resulting in a re-imagination of the adult beverage industry. Overall, 71 percent of US adults over the age of 21 say they drink alcohol (beer, hard cider, spirits, wine and wine coolers). Twenty seven percent of that general population is young adults aged 21-34.
Get more insights about millennial drinkers and learn about our millennial drinker segments in our report, Millennials On Tap.