Consumption of alcohol among Millennials has remained steady at over 60%, but an article in The Atlantic observes a change in how they are approaching its consumption, with fewer Millennial consumers drinking heavily as more find stimulation, socialization or stress reduction in other substances, such as cannabis, or in activities, such as exercise or meditation. 

 

Millennial interest in artisanal and locally made alcoholic beverages has transformed the American alcohol market, but Nielsen data shows a slowing in sales growth, as Bon Appétit predicts strong growth in low- or no-alcoholic beverages in the near term.

Millennials were among the first to reimagine craft alcoholic beverages, redefining taste and production quality expectations in beer, cider and liquors. Those expectations have not changed, but as we observe in our Health + Wellness 2019 report, a more nuanced understanding of the relationship between indulgence and wellness has emerged, particularly in younger populations. This means that, for some, alcohol may still be something to be enjoyed, but more often in moderation. While public health campaigns about the health risks of alcohol are one possible factor in the slowing industry growth, another—as Business Insider reports—may be the heighted need to feel in control of one’s image in an era of pervasive social media documentation of group events.