Millennial Consumers Willing to Spend More on Alcoholic Beverages

Shoppers ages 21-30 are willing to pay a premium for alcoholic beverages, according to a new study by the Nielsen Co.

SCHAUMBURG, Ill. — Shoppers ages 21-30 are willing to pay a premium for alcoholic beverages, according to a new study by the Nielsen Co. here. It found that these so-called Millennial consumers also frequently seek out new tastes and have influenced a clear shift in alcoholic beverage preferences. Ten years ago, beer accounted for 59% of the 21- to 30-year-old age group’s alcoholic beverage spending, but this number has declined to 47% as wine and spirits purchases made by Millennial

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