Millennials, whose ages range from 26 to 41, favor spirits and beer over other beverages, according to Drizly, which finds they over-index on beer (17% share versus 15% for the other generations), and slightly under-index on wine (37% vs. 38% ). Liquor holds 44%of share among millennials.
Within the spirits category, on Drizly, millennials over-index on tequila and ready-to-drink cocktails, with RTDs holding 5.2% of spirits share and tequila holding 20% of spirits share. Millennials also specifically over-index on silver/blanco tequila.
Whiskey also tends to be a favorite of millennials at 37% of spirits share; this generation’s top sellers include bourbon, Scotch, and Irish whiskey.
Within the beer category, hard seltzer holds 24% of beer share on Drizly for millennials (versus 21% for other generations), and IPA (including standard, double, imperial, hazy and New England varieties) holds 17% share (versus 15% for other generations). This suggests that millennials appreciate a variety of malt-based beverage styles, from crisp and refreshing to bold and hops-forward.
Millennials over-index on Champagne and sparkling wine on Drily, with the category holding 28% sales share for millennials versus 25% for other generations. This is the No. 2 wine category for millennials, while white wine ranks second across other generations.
Mariana Fletcher, the head of analytics and insights at IWSR Drinks Market Analysis has also seen younger generations gravitate toward sparkling wines. However, she notes the occasions for drinking them differ between millennials and Gen Z.
“We’ve found that millennials associate Champagne with parties and celebrations at home, while Gen Z relates the drink to occasions outdoors on the street, or in virtual gaming events,” she says. “It’s the same drink, but in very different occasions.”
Millennials’ wine preferences run toward dry selections over sweet, says Sciaretta, and they enjoy a wide range of varieties. “This generation is very willing to try wines from off-the-beaten path regions,” says Sciaretta, “and wines made with esoteric grapes like Godello and Falanghina.”
Whether they choose wine, beer, or spirits, millennials prioritize treating themselves with higher-quality products. According to IWSR Drinks Market Analysis, off-premise spending peaks between $30 and $49.99 per unit for millennials. Gen Z, on the other hand, typically stays below the $29.99 price point and boomers prefer the under-$20 category.
What’s Trending: No/Low, Cans, and Shared Values
Across the beer, wine, and spirits categories, millennials purchase more non-alcoholic and low-alcohol beverages than other generations. Alcohol-free drinks accounted for 0.22% share of total sales on Drizly during the past 12 months, compared to 0.18% share for all other generations.
Millennials also buy a greater share of canned beverages on Drizly, making up 14% of sales share compared to 13% for other age groups. Bottle sales make up a slightly lower share for millennials at 82% versus 84% for all other age groups.
When it comes to choosing brands, millennials tend to seek out producers that share their ethical and environmental values. “These are topics that positively influence many millennials in their attitudes toward businesses,” says Fletcher.
Star power is another draw for this generation, particularly for younger millennials. However, says Sciaretta, it has its limits.
“Celebrity products where the quality and value are good enough to warrant repeat purchases, and where the products are savvy enough to become solid brands, are the most successful,” she says. “Examples include the rosés Hampton Water and Miraval. Otherwise, these products can be like shooting stars— they get decent sales when initially released, but then the interest quickly fades away.”
