We recently undertook a number of global segmentations and found that generally speaking, millennials have a sweeter palate. Also, in a number of western countries we see spirit beers rising in popularity along with alcoholic alternatives such as alcoholic tea and other comparatively healthier versions of alcohol. That trend is not driven specifically by age, but rather by the fact that people generally are choosing to live a more health conscious lifestyle.
 
Arifa Sheikh
Associate Director
Vermeer
Arifa.Sheikh@mbvermeer.com