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.
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.
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.