Wine Spectator|October 15 & 31, 2017

Millennials Pick Wine, Spirits Over Beer

Christina Jelski

A report from Goldman Sachs forecasting a weak outlook for the U.S. beer market is making waves across the drinks industry. Released this summer, the report cites millennials’ shift away from beer in favor of wine and spirits as a key factor behind beer’s slowdown, which has been ongoing but seems to be accelerating this year.

The report highlights several interesting trends for wine producers, particularly as baby boomers retire and begin to drink less while millennials and Gen Xers expand their consumption. The report found that millennials drink less than past generations but gravitate toward more premium beverages, opting for quality over quantity.

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