A variety of studies suggest millennials are\u00a0reshaping the U.S. alcohol industry as we know it.<\/p>\n
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The U.S. alcohol industry is in a shift thanks to millennials.<\/p>\n
A variety of surveys and industry analyses found millennials are consuming less booze than previous generations, but their ditching beer in favor of wines and spirits. Other reports found that the generation is\u00a0moving away from beer to other types of alcohol while others lean towards\u00a0cannabis.<\/p>\n
Writing in Forbes, millennial trends analyst Jules Schroeder<\/a> dubs her peers \u201cGeneration Sober,\u201d pointing to a generation of health-conscious workaholics who prefer authentic human interaction and natural highs over boozy dance parties and hedonism.<\/p>\n \u201cSober dance parties\u2026 are becoming the new rage, inviting guests to \u2018DOSE\u2019 on all-natural chemicals like Dopamine, Oxytocin, Serotonin, and Endorphins before heading out for a work day,\u201d she writes<\/a>.<\/p>\n Other studies suggest that millennials are consuming just as much alcohol as older generations, but in greater moderation and with a more diverse palate.<\/p>\n [\/ihc-hide-content]<\/p>\n<\/div> Digitally wired and connected from childhood, millennials \u2014the sizable cohort born between 1981 and 1997, now estimated at<\/a>\u00a075.4 million Americans\u2014 are evolving, and as they are set up to be the dominant workforce<\/a> in 2030, industries must adapt to the changing environment and demands.<\/p>\n This generation has\u00a0switched to cannabis and cannabidiol, also known as CBD, a chemical component of marijuana that\u2019s legal and doesn\u2019t intoxicate users, as this results in a cheaper, far-less dangerous intake than alcohol. According to Marketwatch, a frequent cannabis user in Chicago has said:\u00a0\u201cI definitely enjoy weed better. It\u2019s more relaxing, I don\u2019t have to worry about how I acted the night before, and don\u2019t have to deal with hangovers or throwing up the morning after”.<\/p>\n Here are the key findings of findings from surveys and indexes.<\/p>\n<\/div> A Collage Group survey<\/a> found that millennials today drink more liquor than their predecessors did at their age. It reported:\u00a0\u201cEmerging millennials also show greater interest in wine at an earlier age, and to a broader variety of subtypes of alcohol.\u201d<\/span><\/p>\n<\/div><\/li> In 2017, Goldman Sachs<\/span> downgraded both the Boston Beer Company and the Constellation Brand<\/span><\/a>\u00a0after finding data that suggests millennials tend to prefer wine and spirits. As this trend continues,\u00a0Budweiser fell out of the top-selling beers in the U.S.<\/a>, and for some, millennials are to blame.<\/span><\/p>\n<\/div><\/li><\/ul>More booze, but with variety<\/b><\/h2>\n