- Millennials aren’t just a bunch of frats boys
No Bud Light? A 2014 study by Anheuser-Busch found that 44% of drinkers age 21–27 have never tried their brand. Apparently, many millennials’ keg stand days are behind them as only 27% reported beer as their drink of choice in 2015, down from 33% in 2012. Craft beers, however, are more popular than ever. Millennials are believed to be the driving force behind the craft beer industry, doubling its market share from 2011 to 2014.
- They are a bunch of winos, though
Millennials consumed 159.6 million cases of wine in 2015, according to a report from the Wine Market Council. Not only is that 42% of all the wine consumed in the US last year, it’s also more than any other generation.
- But they’re classy winos
As millennials have grown up and become more established in their careers, they’ve become more willing and able to buy more expensive wine. No more boxed pink wine for them! The WMC report found that 17% of wine-drinking millennials bought a bottle costing more than $20 in the past month, compared to 5% of baby boomers.
- Vodka for all
According to a 2013 Scarborough study, vodka is the hard liquor of choice for millennials, with 33% of those surveyed. Rum and tequila are duking it out for the No. 2 spot.
- Millennials drink to their health
A 2014 online study by Allidura Consumer, GSW, and Harris Poll found that 95% of millennials place great importance on personal health. Goldman Sachs added in a note on millennials, “Wellness is now a key driver of consumer spending.” This may explain why so many are ditching pound-packing beer for less-caloric spirits and wine. While the number of young people who prefer beer has fallen from 75% to 40% over the past 20 years, those who love their shots, shots, shots have increased from 13% to nearly 30%.
- Until they’re stressed
Millennials are the generation most likely to drink when they’re stressed and for good reason. In the American Psychological Association’s 2015 Stress in America survey, millennials reported a stress level of 5.5, well above the average stress level of 4.9 and higher than any other generation. Maybe that’s why Trader Joe’s has sold more than 800 million bottles of “Two-Buck Chuck” since 2002.
- They let everyone know what they’re drinking
Millennial drinkers are 47% more likely than the average 21+ adult to spend 3+ hours on social media per day. A 2013 study from Unruly showed that millennials shared alcohol brands’ social videos almost 5 million times in one quarter. Beer brands made up the majority of these alcohol brand shares.
Now that you’re a millennial expert, raise a glass to your newfound knowledge. Credit to aplus.