Millennials on Tap: Trends, Behaviors, & Brand Opportunities
Millennials are no longer drinking the way they used to—and for alcohol brands, that shift spells opportunity.
As Millennials enter new life stages—raising families, investing in wellness, and rethinking priorities—their alcohol habits are evolving in tandem. They’re trading late-night indulgence for intentional experiences, and impulsive buys for meaningful moments. Understanding this shift is critical for brands that want to connect with this powerful, influential generation.
Recommending with Intent
A striking 59% of Millennials have recommended an alcohol brand recently—far more than the general population. That level of engagement reflects not just brand loyalty, but a desire to share experiences that resonate with their values and lifestyles.
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Compared to 45% of total pop,
59%
of Millennials have recently recommended an alcohol brand to someone.
Download the free excerpt now and tap into the future of Millennial alcohol consumption.
Big Picture Shifts
Millennials are still drinking, but differently. They’re highly active across beer, wine, spirits, and more—but their consumption is now shaped by mood, setting, and occasion. Think backyard watch parties, not just nightlife. Brunch, not just bar crawls. And it’s not just what they drink—it’s how they drink.
A new norm has emerged: moderation over elimination. While Dry January remains popular, 76% of Millennials who participate still choose to drink later. It’s not about abstaining—it’s about balance. This opens space for both premium and low-ABV offerings to coexist.
Premium with a Purpose
Millennials are also the most likely to splurge on alcohol—for the right reasons. From milestone moments like birthdays and weddings to emotional resets like job changes or holidays, Millennials seek out brands that add meaning to the occasion. And they’re willing to pay more for it.
The implication? Brands must go beyond quality to offer context. Packaging, messaging, and experiences that tap into identity and intention matter more than ever.
Why This Matters Now
Millennials are still a dominant force in the alcohol market, but their motivations are shifting fast. They value variety, balance, and emotional resonance—across every sip. Brands that recognize this evolution have a window to build lasting loyalty.
Want to know what’s behind Millennials’ changing drinking habits? Curious how brands are winning with smarter, more emotionally attuned strategies?
Get the full picture in our latest report.
Download our in-depth excerpt to explore:
- The rise of “balanced drinking” and what it means for your portfolio
- Why premium is thriving—and how to elevate your offering
- How social rituals and retail calendars can drive smarter brand moments