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Beer vs. Wine: The Drink of Choice for Millennials
It’s no secret that Americans love to drink. According to a recent Harris Interactive survey, 78% of Americans aged 21 or over reported that they drink alcoholic beverages at least occasionally.
Historically, younger drinkers tend to prefer beer and older drinkers prefer wine or spirits. However, according to this study, 24% of 21-34 year-olds now prefer wine over other alcoholic beverages. Beer is still the overall drink of choice for millennials, with 37% preferring it over other choices; but that number is lower than their Gen X counterparts who prefer beer (41%) to wine (16%). Millennials’ tastes seem to be more in-line with baby boomers, with 33% preferring beer and 28% preferring wine.
Wine makers have begun to notice this trend and are starting to aggressively pursue this market. Wine producers are starting to invest in social media, form millennial divisions and hire millennials to manage their brands and digital strategies.
Even 7-Eleven is trying to capitalize on this phenomenon. The convenience store chain recently conducted a series of focus groups with millennials, which resulted in the chain launching a new brand of proprietary wines called Cherrywood Cellars. This brand will be sold at a $7.99 to $8.99 price point, specifically to lure in younger consumers who enjoy drinking wine but confined to a budget.
For the record, I fall into this millennial category and prefer beer, particularly imports and craft beers, but I have noticed many of my friends developing a preference towards wine. What do you think of these results? Have you noticed these trends taking place? Let us know your preference and thoughts in the comments below.
By: Stewart Law
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