Skip to main content

BEVCOMMUNITY

Connect with the local beverage industry. Trade news, trends and insights.

Millennials and Gen Z Alcohol Survey Outlines Preferences

By December 23, 2023Top News

The “Millennials and Gen Z: A Comprehensive Study of Alcohol and Non-Alcohol Beverage Purchase and Consumption Behavior” report was released in November by researchandmarkets.com, which it said seeks to answer, “Where have all the younger drinkers gone?” According to a recent Gallup Poll, the number of adults under the age of 35 who drink alcohol has fallen to 62%, down from 72% a decade ago. For those surveyed, soft drinks were No. 1 with Gen Z and millennials. That said, millennials drink more alcohol than Gen Z. Wine and major beer brands were tied in second place for millennials; wine was in second place for Gen Z; followed by major beer brands, spirits and hard seltzers. Overall, millennials reported drinking more alcohol across all categories. The only category that Gen Z consumed more of was nonalcoholic cocktails. When millennials are “enthusiastic about wine,” they consume it two to three times per week, but this only represents 25% of the cohort. Many other millennials find the category “confusing.” With less money to spend than older drinkers, value for money matters, with just more than 33% of Gen Z agreeing that major beer brands were a good value for money, while 34.8% of millennials agreed. Thirty percent of Gen Z agreed that hard seltzers were a good value for money, with 27% of millennials agreeing. When it comes to wine, 27.4% of millennials think it’s a good value, compared to 24% of Gen Z. In other words, about 75% of both cohorts do not think wine is a good value. More than two-thirds rarely, if ever, spend over $30 for a bottle of wine, and none of the respondents spent more than $50, among report highlights.

 

« | »