Who’s Drinking Bourbon? Millennials, Gen-Xers

We’ve all known that when it comes to spirits, no one wants to drink their father’s liquor.  So, my generation was into white goods, principally vodka.  But the current young-to-middle-aged adults are into brown goods, and in particular Bourbon.  At least that’s what Drizly notes after analyzing its sales data.

Drizly finds that 52% of its Bourbon sales went to Millennials, 37% to Gen-Xers, 9% to Baby Boomeers and just 3% to Gen-Z.

Drizly’s analysis finds its customers don’t just buy bourbon.  They are most likely to add red wine, vodka, bourbon, white wine, or light lager to their baskets second. Jameson is currently the platform’s top-selling whiskey brand.

The top SKUs added to whiskey-first baskets, according to Drizly, are:

  1. Tito’s Handmade Vodka
  2. Coca Cola
  3. Canada Dry Ginger Ale
  4. Diet Coke
  5. Ice
  6. Bulleit Bourbon
  7. Bud Light
  8. La Marca Prosecco
  9. Jameson Irish Whiskey
  10. Sprite

However, “extras” — non-alcoholic inventory items — comprise half of the top 10 specific products that Drizly users add to baskets when whiskey is purchased first. “With Coca Cola, Canada Dry Ginger Ale, Diet Coke, and ice among the top whiskey add-ons, this suggests a consumer preference for whiskey-and-soda mixed drinks,” notes Liz Paquette, Drizly’s head of consumer insights.

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