Millennials Think Before they Drink: Fewer Rounds, Less Carbs, More Variety

Millennials (aged 18 to 34) are less likely to drink than their elders. Nielsen Consumer & Media View research shows that just over half (53{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea}) of Millennials said they consumed alcohol in the past month, compared with 65{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} of Gen Xers (aged 35 to 54) and 72{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} of Boomers (aged 55+). As such, Millennials pose a challenge to alcohol marketers because of the range of factors that influence their drinking choices.
Millennials rate beer as their favourite tipple with 26{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} having consumed it in the past month – slightly less than the 34{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} of Gen Xers and 33{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} of Boomers. Compared to all other consumers of a legal drinking age, however, Millennials are more open to other drink choices. This group is:

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• 33{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} more likely to have consumed cider (16{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} said they had in the past month)

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• 55{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} more likely to have consumed vodka (10{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea})

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• 18{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} more likely to have consumed premixed drinks (9{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea})

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