Millennials, for all the hype around the generation like wanderlust and disregard of previous generations' work practices, do have their solid points. For one, industries which were on the verge of keeling over have found renewed life because of millennial priorities. One of these industries is the whiskey industry.
Just like craft beer, the renaissance of whiskey is directly attributed to the interest and, ultimately, cash flow from millennial wallets. The New York Post reported that last week's whiskey bash, care of the Distilled Spirits Council or DISCUS was dominated by millennials. And which spirit got the spotlight? What else but whiskey.
Of the many generalizations about millennials, one thing that many hold to be true is the preference for authentic and hand-made products. Big brands, like big beer and big spirits, are therefore shunned. This is not lost on these companies which have posted zero growth and worse for the products which older generations used to swear by.
“Whiskey has become the drink of choice for millennials for a number of reasons—the resurgence of the cocktail culture, the rise in popularity of craft distillers and locally produced spirits,” Drake Lucas said who maintains the Whiskey Goddess blog. The blog covers everything produced in charred white oak casts.
But, a little digging brings to light a simpler reason why millennials have shunned certain spirits. A millennial party-goer once told Richard Morgan, “We don't want to drink what daddy drank. We want what grandpa drank.”
Spoon University backed this up. This so-called vodka veto has truly shown that vodka has fallen out of vogue. Nowadays, it is bourbon and Tennessee whiskey that reign supreme. In a five year span, vodka consumption fell 2% while whiskey consumption spiked a 17% rise in the same time period. Vodka reminds millennials of high school and stealing alcohol from parents' cabinets. Nowadays it is a lot different. Millennials want yummy stuff and the whole craft thing just makes it all the more appealing.
