E-Malt.com News article: USA: Brewers eager for millennials' attention

The millennials' love for alcoholic beverages has a huge impact on the market. With their high alcohol consumption, alcoholic drinks company are stepping up their game to boost their sales. Wineries and spirit drink manufacturers are rejoicing as their sales continually increased. As for the beer companies, however, reports claim that beer sales are continually decreasing over the past years, Parent Herald reported on February 19.

The millennial generation paved the way for economic progress as they tend to strive for success and value accomplishment. They may be young professionals, but millennials also make sure to have a lot of time for fun and recreation. Most of them would prefer to go out and party, while some would opt for a more laid back vibe. One of the things that gave them the edge, however, is their capacity to consume alcohol.

Anheuser-Busch, Miller Coors, and Heineken were greatly affected by the sales' decrease based on the report released by Morgan Stanley, according to Business Insider. "Overall beer consumption trends remain weak, and it appears millennials are increasingly turning to other alcoholic beverages," Coors said.

As the beer sales continually dropped, AB InBev decided to come up with something that would capture millennials' attention. The company decided to come up with tequila infused beer. Oculto, which is a blue-agave infused beer, aged in tequila barrels is the company's latest product that can potentially boost the sales. Not only is AB InBev determined to pull their sales up but they are also thinking outside the box in terms of marketing their new drink.

"If it doesn't appear in the social feeds of our consumers, it's like a tree falling in the forest that no one is around to see," according to John Socque, AB InBev's US marketing vice president. "If millennials don't post something on Instagram, it probably didn't happen. They want to curate their feeds to make themselves look more interesting, sexier and fun to their friends. So rather than us push the message towards them, we want them to become the brand ambassadors on our behalf."



24 February, 2016