NZ Boomers and Millennials: Think Different, Drink Different
New Zealanders love a good drop – 78{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} of us, to be exact, are drinkers of some variety. Baby Boomers (born between 1946 – 1964) and Millennials (born between 1980 – 1996) collectively account for 58{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} of the drinking population. Millennials are a slightly larger group in total, at 1,080,000; while Boomers account for 987,000 drinkers.
Boomers and Millennials have different occasions for drinking. Boomers are more likely to enjoy a drink to unwind after work – more than one-in-five (21{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea}) say this is a frequent habit. Boomers are also 19{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} less likely than the drinking population to say they only drink on the weekend. In contrast, Millennials are 22{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} more likely to only drink on the weekends.
Drinking occasions are far from the only difference between the two generations. Millennials seek a variety in their beverage choices, the majority (65{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea}) drink more than three types of alcohol and 15{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} have an alcoholic beverage repertoire that ranges across all five categories (wine, beer, cider, RTDs and spirits). It’s not surprising then that almost one-in-two Millennials like to try new or different beers, they’ve been faster in the uptake of cider and are more likely to say that they like to drink craft beer. On the other hand, almost half of Boomers drink a maximum of two beverage types with wine and beer the favourites. A quarter choose to pay more for premium quality wine. Nielsen – Read more…
Boomers and Millennials have different occasions for drinking. Boomers are more likely to enjoy a drink to unwind after work – more than one-in-five (21{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea}) say this is a frequent habit. Boomers are also 19{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} less likely than the drinking population to say they only drink on the weekend. In contrast, Millennials are 22{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} more likely to only drink on the weekends.
Drinking occasions are far from the only difference between the two generations. Millennials seek a variety in their beverage choices, the majority (65{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea}) drink more than three types of alcohol and 15{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} have an alcoholic beverage repertoire that ranges across all five categories (wine, beer, cider, RTDs and spirits). It’s not surprising then that almost one-in-two Millennials like to try new or different beers, they’ve been faster in the uptake of cider and are more likely to say that they like to drink craft beer. On the other hand, almost half of Boomers drink a maximum of two beverage types with wine and beer the favourites. A quarter choose to pay more for premium quality wine. Nielsen – Read more…
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