Current Events > This chart is proof that millennials are destroying the beer industry

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BolognaSammich
08/30/17 5:40:15 PM
#1:


Millennials don't like beer as much as older generations — and it's creating problems for the industry.

On Wednesday, UBS released its evidence lab's third annual survey of roughly 1,200 US alcohol consumers. One of the survey's areas of focus: how millennials feel about beer.

The beer industry has been plagued by millennials' relative lack of interest. Beer penetration fell 1% from 2016 to 2017 in the US market, while both wine and spirits were unmoved, according to Nielsen ratings.

UBS's survey of how likely millennials are to recommend different beer brands provided further evidence that this generation is simply less into almost every type of beer than Baby Boomers and Gen X.

UBS Evidence Lab Beer UBS Evidence Lab

Compared to all consumers polled, every beer brand except Stella Artois, Dos Equis, and Miller have lower brand equity amongst millennials.

And, that's not changing as the generation gets older. Recommendation rates amongst millennials went down over the last year across the board, with the exceptions of Dos Equis, Stella Artois, and Shock Top.

UBS Evidence Lab Beer 2 UBS Evidence Lab

In late July, Goldman Sachs downgraded both Boston Beer Company and Constellation Brand based on the data that younger consumers prefer wine and spirits to beer, as well as the fact that they're drinking less alcohol than older generations more generally.

Beer already lost 10% of market share to wine and hard liquor from 2006 to 2016. UBS believes that the trend will likely continue, writing in the research note that "big spirits brands appear better placed than big beer brands."

"This armada of boats is coming across the Atlantic to crush us and we are shooting each other with, you know, muskets and slingshots," Walt Dickinson, a cofounder of craft brewer Wicked Weed, which was acquired by AB InBev in May, recently said of squabbles between independent brewers and giants of the industry.

According to Dickinson, the "armada of boats" preparing to crush the beer industry is wine and spirits — an opinion shared by a number of other craft brewers who appeared in an AB InBev video on the topic. Beer giants need to win over millennials — or risk losing millions of dollars as younger Americans gravitate to wine and liquor.
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The Admiral
08/30/17 5:41:10 PM
#2:


Millennials prefer a nice wine cooler.
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Blue_Dream87
08/30/17 5:43:57 PM
#3:


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Axiom
08/30/17 5:45:46 PM
#4:


Why does this topic keep getting posted over and over
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TheVipaGTS
08/30/17 5:46:43 PM
#5:


and?
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NadYobWoc
08/30/17 5:47:12 PM
#6:


The Admiral posted...
Millennials prefer a nice wine cooler.

I drink whisky
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Squall28
08/30/17 5:48:18 PM
#7:


TheVipaGTS posted...
and?


Waaaaah
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CmndrHurricane
08/30/17 5:48:26 PM
#8:


it's the changing market and customers that are wrong, not the beer

tJ8smuY
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TheVipaGTS
08/30/17 5:48:47 PM
#9:


Squall28 posted...
TheVipaGTS posted...
and?


Waaaaah

you ok?
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ThyCorndog
08/30/17 5:49:14 PM
#10:


millennials do thing less/more than past generation

unacceptable! down with millenials!
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s0nicfan
08/30/17 5:49:19 PM
#11:


We did this topic already. The issue is the microbrew scene has exploded and millennials are going local instead of buying the normal brands. The perception is that the "beer industry" is being destroyed. The reality is the "beer industry" is exploding, just that people have stopped buying pisswater.
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K181
08/30/17 5:50:23 PM
#12:


Nice chart
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hollow_shrine
08/30/17 5:51:29 PM
#13:


Blue_Dream87 posted...
Did they take into account that most millenials drink microbrews?

Of course not.

Edit:
ZMkeJZT
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TheVipaGTS
08/30/17 5:52:07 PM
#14:


s0nicfan posted...
We did this topic already. The issue is the microbrew scene has exploded and millennials are going local instead of buying the normal brands. The perception is that the "beer industry" is being destroyed. The reality is the "beer industry" is exploding, just that people have stopped buying pisswater.

not only that but more people are opting for a bottle of whisky or vodka than a 6 pack when they drink. These days the only time i really drink beer at all is when I'm out with friends or watching the game.
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ChromaticAngel
08/30/17 5:54:07 PM
#15:


s0nicfan posted...
We did this topic already. The issue is the microbrew scene has exploded and millennials are going local instead of buying the normal brands. The perception is that the "beer industry" is being destroyed. The reality is the "beer industry" is exploding, just that people have stopped buying pisswater.


I honestly wonder if Budweiser tasted good if you bought it during the 1800s.
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s0nicfan
08/30/17 6:04:56 PM
#16:


ChromaticAngel posted...
s0nicfan posted...
We did this topic already. The issue is the microbrew scene has exploded and millennials are going local instead of buying the normal brands. The perception is that the "beer industry" is being destroyed. The reality is the "beer industry" is exploding, just that people have stopped buying pisswater.


I honestly wonder if Budweiser tasted good if you bought it during the 1800s.


The original Budweiser in Germany is apparently still very good. An american company bought the rights to the name, but the parent company wouldn't give them the formula, and the result is (much like Guinness), what we drink in the US is a shadow of the name when it comes to those big brands.

Even IPAs were originally a way to get cheap ale to India. The "hoppy flavor" was the result of stuffing a massive amount of preservatives into the barrels to try and get it to keep over the journey. Technically speaking every IPA should taste like the worst kind of ale but people still love them.
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HylianFox
08/30/17 7:17:38 PM
#17:


hollow_shrine posted...
Blue_Dream87 posted...
Did they take into account that most millenials drink microbrews?

Of course not.

Edit:
ZMkeJZT

oh please, everyone has wanted to kill their boss at some point or other
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pinky0926
08/30/17 7:19:41 PM
#18:


Blue_Dream87 posted...
Did they take into account that most millenials drink microbrews?


These articles never take anything sensible into account.
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Darkman124
08/30/17 7:23:14 PM
#19:


s0nicfan posted...


The original Budweiser in Germany


https://en.wikipedia.org/wiki/Budweiser_trademark_dispute

no relation to the US brand whatsoever
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Balrog0
08/30/17 7:30:05 PM
#20:


@Darkman124 what's your take on this? Is it fully explained by the fact that I, as a (central) Arkansan prefer specific brands that you, as a Marylander(?), have no idea about, and vice versa?
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daftpunk_mk5
08/30/17 7:30:08 PM
#21:


404 chart not found
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Darkman124
08/30/17 7:44:55 PM
#22:


Balrog0 posted...
@Darkman124 what's your take on this? Is it fully explained by the fact that I, as a (central) Arkansan prefer specific brands that you, as a Marylander(?), have no idea about, and vice versa?


the brands you and i collectively like probably comprise 0.001% of the market combined

the growth of the craft segment is pretty much trivial compared to the contraction in the corporate segment

our peers would rather drink cheap wine or cheap liquor than cheap beer essentially. while many of us also like craft beer, craft beer has always been a small fragment of the industry and its annual sales growth do not come close to eclipsing the contraction of the big 3
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lilORANG
08/30/17 7:47:06 PM
#23:


In my experience, and amongst my friend group, millennials prefer to go to breweries and drink craft beer and simply don't care about that mass-produced piss.
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TrollSlayer11
08/30/17 7:52:51 PM
#24:


Millennials aren't drinking less beer. They're just drinking less shitty brands and now the corporate piss water brands are losing market share.

Miller, Bud, Coors, etc are all genuine shit tier brands. My piss literally has more flavor. Corona's okay though.
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ImTheMacheteGuy
08/30/17 7:52:57 PM
#25:


s0nicfan posted...
We did this topic already at least a dozen times within the past few months


ftfy
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pauIie
08/30/17 7:55:33 PM
#26:


s0nicfan posted...
We did this topic already. The issue is the microbrew scene has exploded and millennials are going local instead of buying the normal brands. The perception is that the "beer industry" is being destroyed. The reality is the "beer industry" is exploding, just that people have stopped buying pisswater.


I was wondering if this was the case. If it is, good, fuck Ab Inbev et al.
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MrResetti
08/30/17 7:56:39 PM
#27:


annheuser busch is buying out craft breweries and brewpubs at an astounding rate, showing that tastes have shifted to local beers vs macro brews.
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Lonestar2000
08/30/17 7:58:43 PM
#28:


It's just capitalism, adapt or die.
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Holy_Cloud105
08/30/17 7:59:27 PM
#29:


I hope millenials kill every business practice on the planet and just buy avocados all day long so everyone can cry and whine and bitch more. It'll be fun.
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Antifar
08/30/17 8:00:23 PM
#30:


Where is the chart
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kuwab0
08/30/17 8:00:25 PM
#31:


The Millennial's chuckle as they kill another industry while sipping an avocado infused Microbrew
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#32
Post #32 was unavailable or deleted.
Puglia77
08/30/17 8:03:06 PM
#33:


"Millennials take care of their body and don't want to get drunk, vomit, or have headaches!"
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pinky0926
08/30/17 8:05:13 PM
#34:


Darkman124 posted...
Balrog0 posted...
@Darkman124 what's your take on this? Is it fully explained by the fact that I, as a (central) Arkansan prefer specific brands that you, as a Marylander(?), have no idea about, and vice versa?


the brands you and i collectively like probably comprise 0.001% of the market combined

the growth of the craft segment is pretty much trivial compared to the contraction in the corporate segment

our peers would rather drink cheap wine or cheap liquor than cheap beer essentially. while many of us also like craft beer, craft beer has always been a small fragment of the industry and its annual sales growth do not come close to eclipsing the contraction of the big 3


What confuses me is how these articles keep pitting wine/beer/spirits as direct competitors. Dunno about you but I don't tend to think "I know I was gonna have wine with steak tonight but perhaps I'll go a few shots of bacardi instead"
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voldothegr8
08/30/17 8:06:05 PM
#35:


TrollSlayer11 posted...
Millennials aren't drinking less beer. They're just drinking less shitty brands and now the corporate piss water brands are losing market share.

The industry as a whole is losing some market share, with legal weed having a decent role in that.
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AlisLandale
08/30/17 8:06:15 PM
#36:


Video killed the radio star.

Millenials: "Hold my beer"
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averagejoel
08/30/17 8:07:35 PM
#37:


is this a Full Throttle alt
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#38
Post #38 was unavailable or deleted.
#39
Post #39 was unavailable or deleted.
CookieMarvin
08/30/17 8:09:44 PM
#40:


what is it like to be old
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pinky0926
08/30/17 8:10:37 PM
#41:


CookieMarvin posted...
what is it like to be old


It's as @CmndrHurricane said:

https://www.youtube.com/watch?v=HMqZ2PPOLik


(My favourite thing about this clip is the uploader was clearly totally unaware of the irony)
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CookieMarvin
08/30/17 8:13:12 PM
#42:


pinky0926 posted...
(My favourite thing about this clip is the uploader was clearly totally unaware of the irony)


"A perfect response to young people that are into really stupid things."

lmfaoooooo
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pinky0926
08/30/17 8:17:11 PM
#43:


CookieMarvin posted...
pinky0926 posted...
(My favourite thing about this clip is the uploader was clearly totally unaware of the irony)


"A perfect response to young people that are into really stupid things."

lmfaoooooo


I bet somewhere in the world he's still thinking that clip was making fun of kids and not of him
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Axiom
08/30/17 8:43:05 PM
#44:


CookieMarvin posted...
pinky0926 posted...
(My favourite thing about this clip is the uploader was clearly totally unaware of the irony)


"A perfect response to young people that are into really stupid things."

lmfaoooooo

No way does it say that...what the fuck
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PrettyBoyFloyd
08/30/17 8:47:53 PM
#45:


TrollSlayer11 posted...
Millennials aren't drinking less beer. They're just drinking less shitty brands and now the corporate piss water brands are losing market share.

Miller, Bud, Coors, etc are all genuine shit tier brands. My piss literally has more flavor. Corona's okay though.

I'm a Modelo man myself.
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pinky0926
08/30/17 8:48:37 PM
#46:


Axiom posted...
CookieMarvin posted...
pinky0926 posted...
(My favourite thing about this clip is the uploader was clearly totally unaware of the irony)


"A perfect response to young people that are into really stupid things."

lmfaoooooo

No way does it say that...what the fuck


It is slightly possible the uploader is playing 4D chess here and we're the ones being wooshed
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bevan306
08/30/17 8:48:49 PM
#47:


CookieMarvin posted...
pinky0926 posted...
(My favourite thing about this clip is the uploader was clearly totally unaware of the irony)


"A perfect response to young people that are into really stupid things."

lmfaoooooo


lol perfect
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Axiom
08/30/17 8:50:14 PM
#48:


pinky0926 posted...
Axiom posted...
CookieMarvin posted...
pinky0926 posted...
(My favourite thing about this clip is the uploader was clearly totally unaware of the irony)


"A perfect response to young people that are into really stupid things."

lmfaoooooo

No way does it say that...what the fuck


It is slightly possible the uploader is playing 4D chess here and we're the ones being wooshed

That's certainly more believable than someone not getting the obvious message in the clip
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Teen Girl Squad
08/30/17 8:55:49 PM
#49:


Nah, millenials are drinking less. They've got more options to socialize/entertain themselves than happy hour everyday. They still chug during parties, while out with friends, just not to kill time on a weekday. Or if they do, they'll drink 1 microbrew rather than half a dozen generic cans. And the people who want to self-medicate have more options rather than just alcohol and nicotine, both with recreation drugs and prescription drugs (or even the rise of caffiene culture).
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Butterfiles
08/30/17 8:56:21 PM
#50:


Axiom posted...
pinky0926 posted...
Axiom posted...
CookieMarvin posted...
pinky0926 posted...
(My favourite thing about this clip is the uploader was clearly totally unaware of the irony)


"A perfect response to young people that are into really stupid things."

lmfaoooooo

No way does it say that...what the fuck


It is slightly possible the uploader is playing 4D chess here and we're the ones being wooshed

That's certainly more believable than someone not getting the obvious message in the clip

given that comments are disabled, I doubt it
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