Millennials Are Drinking More So They Can Deal With Their Kids
Choosing to have children is potentially the most intensely stressful decisions many of us will ever have to make.
No matter how fulfilling or rewarding parenthood can be, for many people there will inevitably be times when it feels as if there just arent enough hours in the day.
This is reflected in a startling change to drinking habits among the millennial generation, with increased alcohol intake having been at least partially attributed to the arrival of children.
Constellation Brands Inc. — owner of boozy brands such as Corona and Robert Modavi wine — has reported the average millennial supped down around 24 alcoholic beverages each month in 2013.
This year, the number has risen significantly; with the average millennial drinking around 29 alcoholic drinks on a monthly basis. This is despite a noted downward trend in overall public drinking habits.
As reported by MarketWatch, Constellation Brands Inc. addressed these figures during at interview at the Barclays Global Consumer Staples Conference in Boston.
Upon hearing the statistics, Barclays analyst Lauren Lieberman suggested:
When you said the millennials are drinking more, Im like because they have kids.
In response to Liebermans theory, Klein said:
Well, I think thats exactly the answer,
And what we dont know though, is: Will we see that same thing with Gen Z as they age, will life get more stressful for them, and they drink a little more?
But its too early to tell, but we definitely have seen that with millennials.
Interestingly, Klein revealed how Gen Z — individuals aged between 21 and 24 — are less, while showing a liking for higher quality brands:
I think what we have is people saying that theyre drinking less or drinking better.