This chart is proof that millennials are destroying the beer industry
Survey says millennials mostly prefer wine and spirits instead
By Kate Taylor
Millennials don’t like beer as much as older generations — and it’s creating problems for the industry.
UBS released its evidence lab’s third annual survey of roughly 1,200 US alcohol consumers. One of the survey’s areas of focus: how millennials feel about beer.
The beer industry has been plagued by millennials’ relative lack of interest. Beer penetration fell one per cent from 2016 to 2017 in the US market, while both wine and spirits were unmoved, according to Nielsen ratings.
UBS’s survey of how likely millennials are to recommend different beer brands provided further evidence that this generation is simply less into almost every type of beer than Baby Boomers and Gen X.
Compared to all consumers polled, every beer brand except Stella Artois, Dos Equis, and Miller have lower brand equity amongst millennials.