“As expected, beer, wine, and vodka are in the top three of millennials' preferences,” says Mariana Fletcher, the head of analytics and insights at IWSR Drinks Market Analysis. “Millennials drank more beer during the pandemic compared to younger consumers.”
Millennial Alcoholism. The National Institute on Alcohol Abuse and Alcoholism states that young adults make up 31% of all alcoholics. Just like how parents and older generations drink at home after a long day, so do millennials. However, they drink more during the weekends and any other event that involves a good time.
Gen Zers are some of the biggest consumers of ready-to-drink alcohol, comprising the largest share of cider, and seltzer buyers.
The brands with the highest rates of consumption among underage drinkers were: Bud Light (27.9 percent), Smirnoff Malt Beverages (17.0 percent), Budweiser (14.6 percent), Smirnoff Vodkas (12.7 percent), Coors Light (12.7 percent), Jack Daniel's Bourbons (11.4 percent), Corona Extra (11.3 percent), Mike's (10.8 percent) ...
Considered a rite of passage by many emerging adults, the 21st birthday is typically an occasion of excessive alcohol consumption, with blood alcohol concentrations often reaching more than twice the legal limit of intoxication.
A 2020 study from the University of Michigan shows that over the last two decades, the number of college students who abstained from drinking went up by 8%. And according to a 2022 U.K. study from Drinkaware on alcohol consumption trends, Gen Z is the most sober and sober-curious generation yet.
A 2018 Berenberg Research report, in fact, found that Gen Z are drinking 20% less alcohol per individual than Millennials, who themselves are drinking less than Gen X and Boomers did at their age.
Our two trending spirits for 2023 are tequila and rum. Both spirits have grown in value share of the out of home market since 2021*.
Alcohol is linked to age in lots of ways. You have to be old enough to drink it legally, and once you are, it can age you faster than normal. Heavy drinking can have a direct effect on certain parts of your body and on your mental health as you get older.
Gen Zers are drinking less than young people in past generations: about 20 percent less alcohol per capita than millennials did at their age, according to a report from Berenberg Research.
Members who had taken a break from drinking purely for health and weight reasons are often shocked to find themselves calmer, more tolerant and, amazingly, happier, after stepping away from their daily habit of one or two glasses of wine.
Gallup found that people ages 35-54 are the most likely generation to drink alcohol (70%), compared to Gen Z (60%) and baby boomers (52%).
Sober curious drinkers are prioritizing taste over effect
Gen-Z drink on average 20% less than millenials, who also drink less than the previous generation, mainly because of an increased awareness of the dangers and effects of alcohol and the rise of health-consciousness as a lifestyle.
There's a new drinks trend on the scene and it's not Prime Hydration! Children are begging parents for air up®️air up®️ water bottles which make tap water taste like cola. A new drinks trend is taking classrooms by storm – and parents are raving about it because it encourages children to drink TAP water.
Gen Y: Gen Y, or Millennials, were born between 1981 and 1994/6. They are currently between 25 and 40 years old (72.1 million in the U.S.) Gen Y.1 = 25-29 years old (around 31 million people in the U.S.)
Binge drinking is most common among younger adults aged 18–34. Binge drinking is more common among men than among women. Binge drinking is most common among adults who have higher household incomes ($75,000 or more), are non-Hispanic White, or live in the Midwest.
Though total alcohol spending for millennials decreased by 2.1%, there was a significant change in allocation. In 2019, millennials allocated just $250 to alcohol at home on average compared to $347 in 2020. That's a 38.7% increase.
The younger generation has powered through a lot of upheaval in their short lives but it's taken a toll on their mental health. A new survey finds that an astounding 42 percent of those born between 1990 and 2010 – Gen Z – have been diagnosed with a mental health condition.
Members of Generation Z report higher rates of depression and a number of other mental health conditions than do generations before them. At the same time, they are more likely than previous generations to report these problems, positioning those who seek help in a place to receive it.
So it's no surprise recent studies have declared millennials, especially women, the most anxious generation in history. Anxiety comes in many forms, but the simplest way to describe it is feeling worried or nervous about the future or uncertain situations.
Generally, people drink to either increase positive emotions or decrease negative ones. This results in all drinking motives falling into one of four categories: enhancement (because it's exciting), coping (to forget about my worries), social (to celebrate), and conformity (to fit in).
If you are an alcoholic and drink 12 beers a day, you will live on average 24-28 years less than average This is around 50 years of life expectancy for men and 55 for women. The international average from the Lancet study on alcohol and risk was estimated to be closer to 40 years of age.
Heavy drinking – even binging one or two nights a week – is harmful for your health, according to Dr. Bulat.