Are Millennials Killing The Beer Industry?


beer cheers drinking party friends pregame

First, they’re blamed for killing the housing market and now this?

Millennials aren’t consuming as much beer as previous generations. According to Nielsen ratings, beer penetration dropped a full percentage from 2016 to 2017 in the United States.

National Beer Day

That may not seem like a lot (just one percent), but trust me, it is.

Even though beer has been dropping, wine and spirits have remained unmoved. This just shows that millennials prefer a glass of wine over a pint of beer. Maybe we are sick of all the crappy beer we drank in college and need a break.

international wine day

Goldman Sachs predicts the beer market will decline another 0.7 percent by the end of 2017.

If you have stock in beer, I would consider selling. But if you’re a millennial you probably don’t have stocks because we are trying to kill that market, too.


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