The coveted 21-24 aged crowd, Millennials, as they are known, are a difficult generation to capture. With their exposure to higher education, access to the internet, and a growing global awareness, restaurants and bars have to look far and wide for the latest trends to keep up with changing tastes. Recent survey results from
Technomic.com show that one key to success could live behind your bar. Millennials are becoming quite the discerning consumer group when it comes to wine, beer and spirits.
Restaurant.org recently put out an analysis of the survey that, although long winded, summarizes the main points of the study.
Generally speaking, the most important things to note are that Millennials want a variety of beverage options, and new mixing ideas to go along with them, at well drink prices. Bartenders will need to keep up on the who, what, when, where and how of individual cocktail ingredients, as this younger crowd's prolific access to the internet and broader knowledge of global cultures has turned them into gurus who want complex flavor profiles without having to tear a hole in their wallet. Bartenders need not shy away from trying avant garde concoctions either, as the study shows that between 12%-18% of the demographic tried a new drink on their last night out, and it also notes that free samples go a long way towards boosting engagement and, presumably, drink sales.
The report features some great tips on how best to market to this crowd, so check out the source link below to get all the details on how to boost your mindshare within the industry's most valuable consumer group.
Source:
Pouring Profits: Millennials & Adult Beverages
Tablebases.com
