Currently the world's largest adult population, millennials are fast becoming the most influential age bracket in the beverage alcohol market. Despite only accounting for 22% of the total U.S. population, millennials own 53% of the sales share on Drizly, according to the latest data from the ecommerce platform.
Drizly's data found that millennials gravitate towards beer and spirits more than wine. Within beer, they enjoy a variety of malt-based styles, with hard seltzers and IPAs maintaining shares of 24% and 17%, respectively. Tequila and RTD cocktails led the way within spirits, with millennials over-indexing both of these categories. This age bracket also maintains a high level of interest in non-alcoholic beverages, taking up 0.22% of sales shares compared to 0.18% for other generations.
Millennials also tend to prefer higher quality premium products. Off-premise spending peaked between $30.00 and $49.99 per unit for the generation, compared to a preferred range of below $29.99 for Gen Z and below $20.00 for boomers, according to IWSR.
