Millennials are highly engaged individuals that continue to combine adventure and increasingly sophisticated tastes in adult beverages
CHICAGO, Sept. 30, 2015—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.”
[View larger INFOGRAPHIC: Spotlight on Millennials]
Find more Millennial consumer insights here:
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.
Technomic Inc., a Winsight company, delivers a 360-degree view of the food industry. It impacts growth and profitability for clients by providing consumer-grounded vision and channel-relevant strategic insights. Its services range from major research studies and management consulting solutions to online databases and simple fact-finding assignments. Its clients include food manufacturers and distributors, restaurants and retailers, other foodservice organizations, and various institutions aligned with the food industry. Visit Technomic at technomic.com.
About Winsight, LLC
Winsight LLC is a recognized leader in business-to-business media and information services for the convenience-retailing, foodservice and grocery industries. Winsight has an extensive media portfolio, including five publications: CSP, Restaurant Business, FoodService Director, Convenience Store Products, and Winsight Grocery Business. Winsight also offers a suite of digital products, including websites, e-newsletters, webinars, video products, mobile and tablet apps, and custom marketing solutions. In addition to more than 12 major EduNetworking conferences and advisory meetings, Winsight also produces seven exclusive, large-scale executive-level conferences: Restaurant Leadership Conference, Global Restaurant Leadership Conference, Outlook Leadership Conference, Convenience Retailing University, FSTEC, MenuDirections and Restaurant Directions. In 2015, Winsight acquired Technomic Inc., a provider of primary and secondary market information and advisory services for the food industry. For more information on Winsight and its brands, go to www.winsightmedia.com.