Multicultural Millennial Alcohol Beverage Preferences Laura Criscione Millennials continue to provide opportunities for many industries due to their different characteristics. This growing generation has proved to be a great target market for alcohol corporations by distinguishing their varying tastes and preferences. “Not only are millennials 77 million strong, they will account for almost 30% of the total consumer product dollars spend by 2020” [1] . When shopping, this younger generation values experience and authenticity; and when purchasing alcohol, it is no different. They rely on online marketing, blog recommendations and in-store drink tastings to get the most relevant and genuine information about a product. “Millennials 21-34 represent about one-fourth of adults 21 and over, but they account for 35% of U.S. beer consumption and 32% of spirit consumption. Comparatively, they represent only 20% of wine consumption.” [2] These young adults enjoy drinking differen
From a Millennials Point of View....