Beer is losing Millennial attention

Businessman drinking a cocktail in a swimming pool


The Wall Street Journal recently reported that beer lost a portion of its share of U.S. alcohol revenue in 2015 for the sixth consecutive year and the 12th time in the past 15 years, according to data released by the Distilled Spirits Council of the U.S. Our team is obsessed with understanding the “why” behind data, so we set up a mobile video survey, and asked millennials why they were shifting from beer to liquor. Their answers told a personal story that big data only hints at. Download the report to understand why liquor is booming.