Beer, wine lose out to spirits among US Millennials – survey | Beverage Industry News

About half of the Millennial consumers surveyed said they prefer spirits - either mixed or neat - to beer or wine

About half of the Millennial consumers surveyed said they prefer spirits – either mixed or neat – to beer or wine

Millennial consumers in the US have a stronger preference for spirits over other alcoholic drinks, a recent survey has found.

The survey, compiled by intelligence provider Morning Consult, used a nation-wide sample of around 2,000 adults. Among the results was the finding that more Millennial consumers – 29% – consider spirits with mixers or cocktails as their favourite alcohol to drink than beer – 25% – wine – 22% – or neat spirits – 21%.

The wider survey found that 39% of consumers questioned prefer spirits – either straight or mixed – compared to 32% in favour of beer and 25% wine.

Trade association the Distilled Spirits Council said: “These findings reflect trends in the current marketplace, as spirits reported record sales in 2017, with an eighth straight year of market share gains versus beer and wine.”

Council chief economist David Ozgo added: “The spirits sector has seen impressive growth driven by innovative products, the revival of cocktail culture and a fascination with premiumisation across all spirits categories.”

To view the survey’s findings, click here.

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