CCN – Last year, Heineken-owned Lagunitas slashed 12 percent of its total workforce, 17 months after it was acquired. At the time, Lagunitas had said the cuts were necessary for the company to adjust to the needs of a dynamic and significantly more challenging market.
To put that more bluntly: millennials just don’t drink beer like their parents did.
INJECT IT INTO MY VEINS! Companies run their business poorly, change nothing, and then blame their tanking sales on millennials, the modern day scapegoats. I love it.
Last month, Diageo CEO Ivan Menezes noted in an interview with CNBC that consumers are moving from beer to spirits and cocktails.
According to data released by the Distilled Spirits Council, a trade group based in the United States, spirits (including vodka, rum, and gin) gained even more market share in the alcohol market for 2018, as compared to wine and beer.
Bullllllshit. There is no way millennials are drinking *more* booze than beer these days. I am a proud millennial and I am a proud rum and coke guy, but I cannot drink for shit anymore. The hangovers these days are absolutely brutal so I’ve basically transitioned entirely into a few IPAs on a good night.
Millennials are just not into beer anymore, and this is quickly pushing many beer companies to the brink. Molson Coors saw sales slump in four straight quarters in 2018, and the volume of Heineken cases sold has decreased drastically – even while wine and spirits sales are on the rise.
Are these companies really just going to ignore the rise in craft beer and how breweries have popped up on every corner in major cities? From 2007 to 2018 the number of breweries in Massachusetts exploded form 34 to over 150! There are more than 6,000 breweries in the United States as of 2017 too.
Maybe it’s just me, but I’m not drinking that much less beer, I’m just not drinking Bud Light, Miller Lite etc. I’m drinking IPAs, Sours, Stouts and other craft beers that are owned predominantly by independent small brewers.
How does the major beer industry respond? By brewing nightmare fuel like this!
Millennials just aren’t drinking the stuff our parents drank; well almost all of us.
— Big Z (@The300sBigZ) October 29, 2018