Millenials are apparently not drinking enough beer. Or at least not enough to keep certain brands alive after a dip in consumption compared to older generations.
Millenials are drinking less alcohol overall, and when they do drink they’re more likely to choose wine and spirits over beer. Analyst Freda Zhuo recently spoke about the trend.
“We view the shift in penetration and consumption trends as driven by a shift in preferences in the younger cohorts.”
From 2016 to 2017 the amount of beer drinking dropped one percent, and it’s expected to drop by .7 percent in 2017. The drinking of wine and spirits has not dropped at all.
This might be bad news for the beer brands, but it doesn’t seem to be for the other kinds of alcohol out there.