It’s beer, no, it’s wine, no wait it’s beer; if you’re staring at bottles at the liquor store confused you can blame it on the Millennials. That generation born between the 1980s and the early 2000s is growing up and as more and more of them reach legal drinking age their preference for variety is disrupting the beverage industry.
The spirits industry has already taken note of Millennials preference for flavored beverages with both large and artisanal producers offering lines of flavored whiskey and now it seems the beer industry is starting to pay attention. As Millennials look for more unique flavored beverages the demand for seasonal beverages has shifted to a demand for hard ciders and malt beverages.
Beer sales are declining while sales of flavored spirits are growing 10 times faster than total spirits sales, a study by the U.S. Beverage Alcohol Forum found.
So, what’s a beer company going to do? The answer seems to be to create a line of flavored, low-alcohol beverages that aren’t quite beer but aren’t exactly wine either. Bud Light’s initial Lime-A-Rita, a flavored malt beverage, was so popular when it was released three years ago, that there are now six flavors in the line and trademark applications for an additional 10 flavors pending.
Friends Fun Wine created flavored fun wine drinks in the can with eight different flavors including Red Sangria, White Sangria, Rose Moscato White Moscato, Strawberry Moscato, Peach Moscato, Cabernet Merlot and Chardonnay Sauvignon. Pampelonne created canned Rosé Lime and Red Sangria which infuses French wine and Myx Fusions Moscato now has a wine-based cocktail line that includes, Mango, original Moscato, peach and coconut flavors.
Alcoholic beverages for the wine lovers that aren’t beer or spirit drinkers, but maybe wish they were.