Millennials on Tap
A Guide for Marketing to Millennials in the Adult Beverage Category
Millennials are the youngest legal drinkers in the United States and are not shy about
sharing their alcoholic preferences. Whether they are drinking trendy craft beers, boxed
wines or scotch straight up, they 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. In order to better understand US adult drinkers, we have created five distinct orbits based on research conducted by Consumer Orbit, an analytics and media-planning agency.