Millennials Driving Adult Beverage Segment
The report –- "Special TAB (Trends in Adult Beverage) Report: Millennial Consumer Insights" -– finds that members of the Millennial age group are frequent drinkers, with nearly 80% responding that they have had an adult beverage at a bar or restaurant in the past week. The report also shows that the group is price conscious and that the price of a drink is very important in deciding whether or not to drink outside the home.
The next few years should see the trend toward craft beer, new cocktails combinations, and sweeter red wine blends continue, as the youngest of the Millennials come of age. David Henkes, vice president of Technomic says, “Millennials are absolutely driving some of the biggest trends in adult beverage, and will continue to do so for the next few years.”