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%.
Lightbulb Moment: Part of the reason Millennials are drinking less alcohol is their new access to Cannabis. It is cheaper than alcohol, there is no hangover the next day, and it has no calories. Want to learn more about trends in alcohol? That’s where Culinary Tides, Inc. comes in.