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Reading: When It Comes To Booze, Aussie Gen Ys Want Fewer Rounds, Less Carbs, More Variety
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B&T > Marketing > When It Comes To Booze, Aussie Gen Ys Want Fewer Rounds, Less Carbs, More Variety
Marketing

When It Comes To Booze, Aussie Gen Ys Want Fewer Rounds, Less Carbs, More Variety

Staff Writers
Published on: 18th August 2017 at 10:39 AM
Staff Writers
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A new study by Nielsen​ ​Consumer​ ​&​ ​Media View​ ​research​ ​shows​ ​that​ ​just​ ​over​ ​half​ ​(53 per cent)​ ​of​ ​Aussie Millennials​ ​said​ ​they​ ​consumed​ ​alcohol​ ​in​ ​the past​ ​month,​ ​compared​ ​with​ ​65 per cent​ ​of​ ​Gen​ ​Xers​ ​(aged​ ​35​ ​to​ ​54)​ ​and​ ​72 per cent​ ​of​ ​Boomers​ ​(aged​ ​55-plus). As​ ​such,​ ​Millennials​ ​pose​ ​a​ ​challenge​ ​to​ ​alcohol​ ​marketers​ ​because​ ​of​ ​the​ ​range​ ​of​ ​factors​ ​that influence​ ​their​ ​drinking​ ​choices.

Millennials​ ​rate​ ​beer​ ​as​ ​their​ ​favourite​ ​tipple​ ​with​ ​26 per cent​ ​having​ ​consumed​ ​it​ ​in​ ​the​ ​past​ ​month​ ​- slightly​ ​less​ ​than​ ​the​ ​34 per cent​ ​of​ ​Gen​ ​Xers​ ​and​ ​33 per cent​ ​of​ ​Boomers.​ ​Compared​ ​to​ ​all​ ​other​ ​consumers of​ ​a​ ​legal​ ​drinking​ ​age,​ ​however,​ ​Millennials​ ​are​ ​more​ ​open​ ​to​ ​other​ ​drink​ ​choices.​ ​This​ ​group​ ​is:

●  33 per cent​ ​more​ ​likely​ ​to​ ​have​ ​consumed​ ​cider​ ​(16 per cent​ ​said​ ​they​ ​had​ ​in​ ​the​ ​past​ ​month)

●  55 per cent​ ​more​ ​likely​ ​to​ ​have​ ​consumed​ ​vodka​ ​(10 per cent)

●  18 per cent​ ​more​ ​likely​ ​to​ ​have​ ​consumed​ ​premixed​ ​drinks​ ​(nine per cent)

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New​ ​drinks,​ ​new​ ​ideas,​ ​food​ ​and​ ​technology​ ​all​ ​appeal​ ​to​ ​alcohol-consuming-Millennials​ ​who are​ ​more​ ​likely​ ​to​ ​see​ ​themselves​ ​as​ ​trendsetters​ ​amongst​ ​their​ ​friends​ ​and​ ​are​ ​willing​ ​to​ ​pay extra​ ​for​ ​products​ ​that​ ​are​ ​consistent​ ​with​ ​the​ ​image​ ​they​ ​want​ ​to​ ​portray.

Millennials​ ​look​ ​for​ ​value​ ​but​ ​they​ ​also​ ​rate​ ​health​ ​factors​ ​such​ ​as​ ​low​ ​carb,​ ​calories, vitamin-fortified​ ​and​ ​organic​ ​as​ ​very​ ​important;​ ​compared​ ​to​ ​Boomers​ ​who​ ​favour​ ​value​ ​and price,​ ​particularly​ ​when​ ​purchasing​ ​beer​ ​and​ ​cider.

Marketers​ ​aiming​ ​to​ ​engage​ ​Millennial​ ​drinkers​ ​need​ ​to​ ​consider​ ​more​ ​than​ ​brand​ ​or​ ​product because​ ​62%​ ​of​ ​them​ ​are​ ​willing​ ​to​ ​reject​ ​brands,​ ​products​ ​and​ ​services​ ​based​ ​on​ ​concerns around​ ​their​ ​impact​ ​on​ ​the​ ​environment.

Millennials​ ​are​ ​out​ ​and​ ​about​ ​more​ ​than​ ​the​ ​older​ ​generations,​ ​with​ ​52 per cent​ ​visiting​ ​a​ ​bar​ ​or​ ​pub​ ​in any​ ​given​ ​week​ ​with​ ​a​ ​mobile​ ​phone​ ​clutched​ ​in​ ​the​ ​hand:​ ​more​ ​than​ ​half​ ​(54 per cent)​ ​agree​ ​that​ ​they cannot​ ​live​ ​without​ ​their​ ​mobile​ ​phone.​ ​While​ ​they​ ​may​ ​drink​ ​less​ ​overall,​ ​Millennials​ ​are​ ​still​ ​an important​ ​group.​ ​In​ ​the​ ​past​ ​month,​ ​Millennials​ ​who​ ​bought​ ​alcohol​ ​on​ ​premise​ ​were​ ​more​ ​likely to​ ​have​ ​spent​ ​more​ ​than​ ​both​ ​Gen​ ​Xers​ ​and​ ​Boomers.

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Staff Writers
By Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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