{"id":55546,"date":"2018-03-23T08:23:30","date_gmt":"2018-03-23T15:23:30","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=55546"},"modified":"2018-03-23T08:23:30","modified_gmt":"2018-03-23T15:23:30","slug":"sayonara-to-big-beer-industry","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/sayonara-to-big-beer-industry\/","title":{"rendered":"Millennials Are Saying Sayonara to the Big Beer Industry"},"content":{"rendered":"

Millennials are saying sayonara to the big beer industry. Core big domestic beer brands like Budweiser, Miller, and Coors were down 3% in 2017, and have been declining every year since 2011. In fact, for the first time since the 1970s, <\/span>Budweiser has fallen<\/span> out of the top 3 best-selling beers. While millennials are passing on big beer brands such as Budweiser, that doesn\u2019t mean they\u2019re drinking less. We take a look into why millennials are moving away from big beer, where they\u2019re headed, and what it means for the future.<\/span><\/p>\n

WINE-NOT?<\/b><\/p>\n

Wine used to be considered the go-to drink for a stuffy adult dinner party. Not anymore. According to a study by\u00a0Wine Market Council, m<\/span>illennials drink 42% of the wine<\/span> in the U.S., even though they comprise only one-quarter of adults over 21 in the U.S. It\u2019s hip, comes in cans, boxes and single serving packages, and millennials love the variety and ease. <\/span><\/p>\n

CRAFTY BEER<\/b><\/p>\n

A study of 10,000 drinkers<\/span> in the U.S. found that 57% of millennials are weekly craft beer drinkers. Domestic beer brand sales have been declining since 2011, which is when craft beer sales grew by an unprecedented 17.9%. Why is this generation so passionate about craft beer? Millennials are very value-conscious, and want to support brands they trust and relate to. Compared to craft beer\u2019s small breweries, the big brands feel inauthentic and corporate. <\/span><\/p>\n

ROS\u00c9 ALL DAY <\/b><\/p>\n

The light pink wine is definitely having a moment, thanks to millennials. Ros\u00e9 reached a valuation of <\/span>$389 million last year<\/span>, and grew by 53% over 52 weeks. While consumers purchase rose year-round, ros\u00e9 outpaces all other wines as consumer\u2019s drink of choice for the summer. <\/span><\/p>\n

MILLENNIALS, PART II<\/b><\/p>\n

MillerCoors is focusing on a new demographic that\u2019s younger than millennials, but old enough to legally drink. The 21-to 24-year-old targets are technically part of the millennial generation, but MillerCoors says there are big differences between millennials and this new generation. \u201cThere\u2019s just this more openness versus what we\u2019ve seen with millennials,\u201d said Sofia Colucci, senior director of innovation at MillerCoors. \u201cThey\u2019re curious and while they\u2019re pragmatic, they still have this genuine openness to discovering and trying new things.\u201d <\/span><\/p>\n

THE FUTURE WITH GEN Z<\/b><\/p>\n

A report from Berenberg Research suggests that Generation Z will continue to drive the beer slump down even further. In the study of 6,000 people ages 16-22 across the U.S., they found that Gen Z is drinking 20% less alcohol than the generations before it, and the first generation to prefer spirits to beer. The report says they gravitate toward wine and liquor because they view them as quality products, while beer is seen as inauthentic and unappealing. <\/span><\/p>\n

Select your respondents<\/strong><\/a><\/p>\n

QuestionPro Audience provides our clients with access to more than 22 million active respondents, including Millennials, who are strategically recruited to participate in quantitative research and live discussions. By implementing various recruitment methodologies, we make sure to provide the right kinds of respondents for your research. With industry knowledge and innovative tools, QuestionPro Audience always meets the rigorous demands of our clients. Contact us for your next research project: sample-projects@questionpro.com<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Millennials are saying sayonara to the big beer industry. Core big domestic beer brands like Budweiser, Miller, and Coors were […]<\/p>\n","protected":false},"author":102,"featured_media":55548,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[206],"tags":[],"yoast_head":"\nMillennials Are Saying Sayonara to the Big Beer Industry | QuestionPro<\/title>\n<meta name=\"description\" content=\"Big beer brand sales have been declining every year since 2011. 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