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how millennials are changing everything: beer
Young beer drinkers are in revolt, abandoning traditional brands in favor of discovering new beers, unique flavors and seasonal varieties. Traditional advertising is falling flat and peer recommendations are king. Beer brands need to rethink their marketing strategy ASAP or go the way of many once iconic beer brands.
$1 Billion spent yearly on beer ads yet less than 10% of millennials learn about beer from ads beer brands should be rethinking their marketing spend
Millenials like beer, just not what their grandparents drink 87% drank a beer last week
94% try new beer monthly
54% try new beer weekly
What are they drinking? 47% craft beers, light beer is 2nd
Self expression has replaced affiliation-why? more flavors, local & seasonal options-stores, bar & restaurants pay attention 70% prefer places with a wide beer selection
Love recommendations from friends, bartenders and waitstaff 5X more likely to be influenced by word of mouth vs. traditional beer marketing
80% tell friends about beers
Whey do they engage beer brands-41% engaged online, 70% interested in beer brands on social media