According to a Nielsen survey, Millennials and Gen X are driving alcoholic beverage purchase trends. Beer is the most popular beverage, with more than 50 percent saying they bought beer in the last three months—the highest among all alcohol types. Millennials have spearheaded the shift toward craft beer devoting 15 percent of their off-premise beer spending to it compared to less than 10 percent for Gen X and Boomers.
Spirits also are gaining popularity due to Millennials with more than 20 percent claiming to consume four (vodka, rum, whiskey, and tequila) out of the six major spirit categories. Comparatively, the same percent of Gen X consumes only two of the six categories.
Differences in preferences for wines are similarly seen in the millennial generation. Purchasing “on sale” is the most important factor for Millennials, while Gen X claims variety is very important and Boomers say “new and different” are most influential in their wine purchases.