Millennials are thirsty, and it’s not for beer or traditional hard liquor. Instead, they’ve been quenching their thirst with hard seltzer (blend of carbonated water, alcohol and fruit flavouring) – the “drink of the summer”, according to The New York Times ’ Sheila Marikar. Millennials are calling for a style of wine that is lighter in colour and taste, which just so happens to align itself with the ‘millennial pink’ trend that is tied closely to the Instagram culture of showcasing everything you do, including eating and drinking. What’s more enticing to drink than a beverage that also photographs beautifully?” April Gordon, director of marketing at wine and spirit importer Evaton, Inc Hard seltzer has taken the summer by storm, largely thanks to young millennial men who identify as “bros”, reported Business Insider ’s Bethany Biron. “At barbecues, on beaches, and at fraternity parties, legions of men are suddenly singing the praises of hard seltzer,” she wrote. The carbonated drink is enjoying the same attention that other signature drinks did in previous summers. Last year, the drink of the summer was Aperol Spritz. In 2017, it was canned wine. And the summer before that, it was frosé, an evolution of 2015’s drink of the summer – rosé. But what do these drinks have in common, besides some brilliant marketing strategies? One word: millennials. Where to find your vintage Gucci, Dior and Prada handbags While these drinks have driven consumption trends across all demographics, “they may appeal more to millennials because they are non-polarising, meaning, for instance, there was no preconceived stigma on who a rosé drinker was [or should be],” says Brandy Rand, chief operations officer of the Americas at IWSR Drinks Market Analysis. “There are a few crossover traits as well,” she adds. “Aperol Spritz is colourful, has low-ABV, and [is] refreshing; hard seltzers are refreshing, low-calorie and portable; rosé has been cited as a millennial colour and canned versions are portable.” It says a lot about what the generation likes. Millennials are all about health, which means drinks with less alcohol and fewer carbs View this post on Instagram Alcohol may not solve your problems but neither will water or milk. . Happy Mooncake Festival 人月兩團圓 !! . . . . . . . . . . . . . . . . . #drink #alcohol #booze #spritz #aperolspritz #veranna #lakecomo #milan #italy #italiano #milano #lagodicomo #happymidautumnfestival #midautumn #mooncake #moon #fullmoon #中秋節 #中秋節快樂 #月餅 #hongkong #hkig #traveller #explorer # A post shared by ▪️!▪️ (@min_noor) on Sep 12, 2019 at 8:40pm PDT Spiked seltzer is low in alcohol, calories and sugar – and that’s a big part of its appeal. There has been a 210 per cent increase in spiked seltzer sales over the past year, reports Marikar, citing Nielsen data. Its skyrocketing popularity is related to millennials’ fixation on health and wellness: They’re seeking a healthier alternative to soda, and prefer to consume natural food and drink without synthetics, she wrote. April Gordon, director of marketing at wine and spirit importer Evaton, Inc., told Business Insider there has been a strong trend among millennials looking for a balanced lifestyle. “In the alcoholic beverage industry, we have seen this come to life with a literal ‘thirst’ for drinks with a lower alcohol content,” she said. Millennials want a wine that they can bring to any setting and actually enjoy it, whether it be a dinner party or a tailgate, without the preconceived social notions of quality that come along with a bottle of wine. Add in the fact that canned wine has a significantly lower carbon footprint than bottles, and it’s a win-win Marian Leitner, co-founder and CEO of canned wine brand Archer Roose Consider Aperol Spritz, the drink of summer 2018, which combines sparkling wine and soda water with low-ABV Aperol liqueur. It all makes sense. Sanford Health dubbed millennials the “wellness generation” for their increased focus on fitness and organic goods. Healthier drinks are the latest iteration of this lifestyle. ‘Beer makes me fat’: why millennials are saying no to brews Millennials’ love for rosé says a lot about their spending habits View this post on Instagram Long hair don’t care // rose all day // life’s a beach // no make up vibes // all the cliches A post shared by plotnikova7 (@plotnikova7) on Sep 12, 2019 at 7:17pm PDT Not all wine bottles – or cans – are created equally. ABVs and sugar content range widely across different types of wine; the millennial-acclaimed rosé has more sugar than other drinks of previous summers. A representative for Randy Ullom, wine master for Kendall-Jackson wines, said that when millennials buy wine, they seek options with lower alcohol content, lower amounts of residual sugar and minimal carbohydrates. The wine industry is booming among millennials, who are evolving into a vino generation. The generation drank nearly 42 per cent of all wine consumed in the United States in 2015 (the year millennials began rosé-ing all day), Business Insider previously reported. They are on track to overcome Gen Xers as the biggest fine-wine drinking generation by 2026. From 2016 to 2017, rosé sales in the US grew 53 per cent, according to Beverage Daily, citing Nielsen data. “Rosé is fresh, young and vibrant,” Ullom told Business Insider . “What’s not to like?” 7 hot millennial trends in the US this summer It helps that rosé opens a new door for millennials, in terms of taste and price. “Rosé is an entry wine that catapults you to the next level, say light pinot noirs and beyond,” Ullom said. “The price point is also fairly approachable for the millennial set, ranging in price from US$6 to more than US$60 a bottle.” One-figure price points matter for a generation that’s financially behind and dealing with a high cost of living and student loan debt. Social setting matters, but so does social media View this post on Instagram Frosé sweet as honey sunset drinks tonight at @theskylarknyc which has SEVENNNNN, yes, SEVEN different types of frosé The Pollinator (back) is honey syrup with skylark frosé & seasonal edible flowers Seriously recommend reserving a spot at this rooftop - I think it’s my fave in NYC! A post shared by Lauren Mazzei (@laurenmazzei) on Jun 28, 2019 at 8:57pm PDT Wine is also a drink that’s about the experience: It goes well with food in the long-run, enhancing a dining experience, Ullom said, and can be shared and enjoyed socially. Studies have shown that millennials are more inclined to spend money on experiences, which create a longer-lasting payoff, than they are on concrete items. But for the social media generation, experience is about more than just the social aspect. Consumers today want drink choices that cater to their lifestyle and offer both convenience and experience Brandy Rand, chief operations officer of the Americas at IWSR Drinks Market Analysis There’s no denying the obvious: All of these drinks were born for Instagram. Rosé’s and frosé’s millennial pink is trendy, while Aperol Spritz’s bright orange is commanding. “Millennials are calling for a style of wine that is lighter in colour and taste, which just so happens to align itself with the ‘millennial pink’ trend that is tied closely to the Instagram culture of showcasing everything you do, including eating and drinking,” Gordon said. “What’s more enticing to drink than a beverage that also photographs beautifully?” Even spiked seltzer brands have packaging and catchphrases that millennials love to flaunt on social media. Consider the leader of the pack, White Claw, which has been posted by a number of American bros with hashtags like #clawisthelaw and #whiteclawwasted. Moncler CEO Remo Ruffini reveals the luxe brand’s strategy for China Convenience is often part of the experience View this post on Instagram white claw outlaw #byetruly A post shared by austin caldwell (@austi.nc) on Aug 25, 2019 at 2:58pm PDT There’s also something to be said about booze in a bottle. Spiked seltzer and canned wine are both portable, a huge plus for millennials who are often on the go. Marian Leitner, co-founder and CEO of canned wine brand Archer Roose, told Business Insider that canned wine is attractive to millennials because it reflects their lifestyles and what matters most to them in a product: convenience, versatility and transparency, all without sacrificing quality. “Millennials want a wine that they can bring to any setting and actually enjoy it, whether it be a dinner party or a tailgate, without the preconceived social notions of quality that come along with a bottle of wine,” she said. “Add in the fact that canned wine has a significantly lower carbon footprint than bottles, and it’s a win-win.” Why millennials love these 3 multi-brand beauty concept stores As Rand puts it, the inclusiveness of these drinks has made them versatile for varying occasions, from brunch to beach. “Consumers today want drink choices that cater to their lifestyle and offer both convenience and experience,” she said. Any guesses as to what drink the summer of 2020 will bring? Want more stories like this? Sign up here . Follow STYLE on Facebook , Instagram , YouTube and Twitter This article originally appeared on Business Insider .