Millennials are ditching beer for liquor and wine

Millennials are ditching beer for liquor and wine

Younger Americans love liquor and wine way more than previous generations.

In fact, the 18-29 year old demographic has been shifting away from beer towards spirits and wine over the last two decades, according to a chart shared by Barclays’ William Marshall and Samuel High.

Their research shows that back in 1992-93, 70% of 18-29 year olds listed beer as their preferred drink.

By 2012-13 that number had plunged to 40%.

At the same time, about 15% of 18-29 year olds surveyed in 1992-93 listed wine as their preferred drink and approximately 13% of 18-29 year olds listed liquor as their preferred choice.

By 2012-13 those numbers increased to about 23% and 30% respectively.

“The share gains have been slow but very consistent,” noted the Barclays analysts.

“Importantly, preference for liquor has increased most among the 18-29 year-old demographic, suggesting that this trend is poised to continue as more young drinkers eschew beer and shift towards spirits,” he added.

Millennials are ditching beer for liquor and wine

Already major companies like Anheuser-Busch, MillerCoors, and Heineken have been getting worried about millennials’ love of wine.

In fact, Wine Spectator found that millennials consumed 42% of all wine drunk in the US in 2015 — aka more than any generation.

Even when it comes to beer, there are some ominous signs for huge beer companies: many millennials prefer craft varieties to “traditional” beers like Budweiser.

And for what it’s worth, Budweiser found that in 2014 44% of drinkers aged 21 to 27 have never tried the brand, according to the WSJ.

In short, there are a lot of bad signs for Big Beer.

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