Over the last two years, Gen X purchased 13% more wine than any other generation, and 6% more than millennials this year, according to a study from Wine Access. Currently aged between 37-51 years old, Gen X holds greater ‘immediate purchasing potential’ than its younger counterparts. In a GlobalData survey, 66% said they are often or always influenced by how a product impacts their health and wellbeing when choosing alcoholic beverages. The national average for the same question was 47%. Alcoholic, sparkling waters have seen a spike in popularity this year, drawing in the younger, health-aware crowds with low sugar and carb contents. Hard seltzers typically carry low-sugar and around 100 calories, compared to typical sugary cocktails or beers. Wine Access said that the sparkling wine segment grew almost 6% in 2018 and consumption grew by 56% in the last decade, which aligns with millennial purchase patterns. Similarly, rosé is still growing and was up by 48% in 2018 alone. Drizly found that millennials are most inclined toward trending alcohol beverages, and have recently made up 79.3% of their hard seltzer sales, followed by Gen X at 13.9% and Gen Z at 4.5%.
Source: beveragedaily.com
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