Technomic Finds Millennials' Adult Beverage Choices Evolving as They Mature

 

 

 

Millennials are highly engaged individuals that continue to combine adventure and increasingly sophisticated tastes in adult beverages.

CHICAGO, September 30, 2015, PRNewswire — Nearly three in 10 adults in the U.S. are Millennials and of legal drinking age. The sheer size of the Millennial generation, (born between 1977 and 1992), makes it a crucial demographic for the adult beverage industry.

Part of Technomic’s Trends in Adult Beverage series, the 2015 Special Trends in Adult Beverage Report: Millennials provides key demographic information about this generation and in-depth analysis of Millennials’ interactions with adult beverage categories, brands and suppliers. The report provides insights and actionable implications around Millennials’ alcohol purchases on-premise and at retail.

“In many ways, Millennials are ideal adult beverage consumers,” observes Donna Hood Crecca, senior director at Technomic. “They are open and willing to learn about new styles and flavors of beer, wine and spirits. They are frequent consumers in many retail and restaurant settings, where they balance exploration and trial with loyalty to a few favorite brands that deliver on flavor, quality and price.”

Spotlight on Millennials

[View larger INFOGRAPHIC: Spotlight on Millennials]

Find more Millennial consumer insights here:
https://www.technomic.com/Reports_and_Newsletters/Industry_Reports/dyn_PubLoad_v2.php?pID=109

Some key findings from this follow-up study show how catering to Millennials’ thirst for adult beverages can tap maximum profits for retailers, restaurant operators and bar proprietors.

  • Equal opportunity imbibers: Millennials are likely to purchase adult beverages at a variety of retail and on-premise venues. This group is also open to engaging in all three adult beverage categories—spirits, wine and beer—as well as a range of different types and flavors of alcohol drinks.
  • Age brings sophistication: As Millennials age, they are more inclined to buy craft beer and to have a more evolved palate for exploring different varietals and regions of beer and wine.
  • A propensity to drink multiple types of adult beverages on a single occasion: 30 percent of Millennials consumed more than one type of drink on their most recent on-premise occasion. Primary reasons for switching were a desire to experiment with different beverages or flavors or to try a new drink.
  • Balancing adventure and loyalty: Historically adventuresome in their drinking habits, Millennials continue to explore, especially in on-premise settings, as they mature. They transfer their new discoveries from restaurant experiences to their retail buying decisions while also balancing curiosity with loyalty to some tried-and-true brands.

Additional information about adult beverage consumption patterns is also available on DRINK (Digital Resource INformation Knowledgebase), Technomic’s online resource featuring spirits, wine and beer volume and sales information, category analysis, New Product Tracker, on-premise channel intelligence, and additional tools and insights for adult beverage professionals. DRINK is searchable, exportable and constantly updated.

To purchase or learn more about 2015 Special Trends in Adult Beverage Report: Millennials or the online DRINK database, please visit www.technomic.com or contact one of the individuals listed below. For Technomic updates, please follow us on Twitter, LinkedIn or our blog.

Contacts:
Press Inquiries: Donna Hood Crecca, 631-265-3839, or dcrecca@technomic.com
Purchasing Details: Patrick Noone, 312-506-3852, or pnoone@technomic.com

About Technomic
Only Technomic, a Winsight company, delivers a 360-degree view of the food industry. We impact growth and profitability for our clients by providing consumer-grounded vision and channel-relevant strategic insights. Our services range from major research studies and management consulting solutions to online databases and simple fact-finding assignments. Our clients include food manufacturers and distributors, restaurants and retailers, other foodservice organizations, and various institutions aligned with the food industry. Visit us at technomic.com.

About Winsight, LLC
Winsight, LLC is a business-to-business media and information services company specializing in the convenience-retailing, restaurant and noncommercial foodservice industries. Winsight has an extensive media portfolio including four publications, CSP, Restaurant Business, FoodService Director and Convenience Store Products, a suite of digital products including websites, e-newsletters (Restaurant Business Daily and CSP Daily News) and webinars, plus video products, mobile and tablet apps, custom marketing solutions and the convenience-retailer intelligence tool, CSPedia. The Winsight Events group produces six exclusive, large-scale executive-level conferences—Restaurant Leadership Conference, FARE Conference, Outlook Leadership, Convenience Retailing University, FSTEC and MenuDirections—in addition to more than 12 major EduNetworking conferences and advisory meetings. Winsight recently acquired Technomic, Inc., a food industry provider of primary and secondary market information and advisory services. Winsight is a recognized leader in the markets it serves.

For more information on Winsight and its brands, go to WinsightMedia.com.

 

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