... this diverse and highly educated generation is open to new experiences, and its members are more likely to try a new drink - both in and out of the home - than those of any other age group.
Interesting and actionable findings include:
- Millennials are frequent consumers of adult beverages – eight in 10 consumed an alcohol beverage in a bar, restaurant or other on-premise venue in the past week and nine in 10 had consumed at home.
- Millennials consume domestic light beer, hard ciders, cocktails, red blend wines and Moscato wines more often than older consumers.
- Price and variety are considered much more or somewhat more important for away-from-home adult beverage purchases than for at-home purchases by half of Millennials surveyed.
But Millennials are far from a homogenous group. For example, younger Millennials are more price-conscious than older ones.
For this reason, advises David Henkes, Technomic's VP and leader of the firm's adult beverage practice, marketers of alcoholic beverage and restaurant operators need to take strategic approaches based on Millennial segments’ attitudes and behaviors regarding alcoholic-beverage occasions and consumption.
Factual data only is sourced from the original attributed article. The data is then enhanced by additional research and comment.