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Beer Insight | Youth

Craig McAnsh

Senior VP, Marketing and Branding

Kantar Consulting, Futures Practice


Drinking alcohol

less important

to young people


In our research about centennials, the upcoming generation, we find that they are less into taking chances and drinking beer. Their entry points into alcohol, and beer specifically, is of concern to the large brewers. Just like the centennials are less eager to have driver’s licenses, they also are less interested in drinking compared with earlier generations. We are also seeing a rise in the interest in malts, which is related to the drinking experience and the pairing with food.