Here’s a factoid that should chill the blood of any craft brewer: Gen-Zers – those born in the mid- to late-1990s – are spending just 21% on craft, while Millennials are spending 33%. That’s a 36% drop, and it’s probably not good news for craft beers, since what one drinks soon after achieving the legal drinking age often determines what one will drink for years to come.
And they’re not drinking what Millennials drink, either. Gen Z-ers spending 27% of their beer dollars on American light lagers compared to 17% among Millennials.
Not only that. Gen-Zers also drink less alcohol overall and go out to bars and restaurants less than older generations. Some 82% say they rather stay in with friends, MillerCoors says, citing Kanter data. Just 15% of them are considered heavy drinkers, compared to 40% of millennials.
Gen-Zers spend 45% of their alcohol dollars on spirits, 31% on beer and 24% on wine. Compare that to millennials, who spend 29% of their dollars on spirits, 41% on beer and 29% on wine.
And Gen-Zers aren’t so enamored of craft beer, preferring flavored malt beverages and hard seltzers. But what they really like in American light lagers.