Young Americans ditching beer for wine

Young Americans are falling out of love with beer while their preference for wine and spirits is increasing according to a new study by Goldman Sachs.

As reported by The Washington Post, 20 years ago 70% of Americans aged 18 to 29 preferred beer over wine and spirits, while today the figure has fallen to just 40%.

Meanwhile, the percentage of Millennials who favour spirits over beer and wine has risen from 13% to nearly 30% over the same period, while generation Y’s wine lovers have risen from 15% in 1994 to 25% today.

The change in drinking habits isn’t restricted to youngsters – consumers across the US have been drinking less beer in recent years, with nationwide consumption falling by 9% between 2002 and 2012.

However, younger consumers are driving the decline, with Americans aged over 50 remaining faithful to beer.

The Washington Post predicts that, despite its ongoing popularity and mushrooming growth, the craft beer category might soon plateau.

“While we’re not there yet, we’re definitely approaching bubble territory,” Spiros Malandrakis of Euromonitor told the paper.

“Alcohol consumption is cyclical by nature. Believe it or not, we tend to drink what our grandparents drank, not what our parents drank,” he added.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Fine Wine Sales Administrator

Davy's Wine Merchants
London, UK

Content Manager (Maverick Drinks)

ATOM Supplies
London, UK

Graphic Designer (NPD)

ATOM Supplies
Tunbridge Wells, UK

Press Officer

Speciality Drinks
London, UK

UK Private Clients Manager

Ditton Wine Traders
London, UK

London Business Development Manager

Maisons Marques et Domaines UK Ltd

Head of Buying - Spirits

West London, UK

Liquid Production Supervisor

ATOM Supplies
Tonbridge, Kent, UK

Sales Account Manager – Cotswolds

Haynes Hanson & Clark
Gloucestershire, UK

Communications & PR Manager

Islay, UK

International Bulk Wine and Spirits Show

London,United Kingdom
26th Feb 2018

Spirited London

London,United Kingdom
15th Mar 2018

Prowein 2018

18th Mar 2018
Click to view more

The Global Malbec Masters 2017

the drinks business is proud to announce the inaugural Global Malbec Masters 2017

The Global Sparkling Masters 2017

the drinks business is thrilled to announce the launch of The Global Sparkling Masters.

Click to view more