Millennials, Mike Ginley and the Beverage Master

Adam Seger at the Beverages by the Bay event during the 2017 VIBE Conference. Image: Getty

As Neil Culbertson pointed out in a recent blog post, our business is experiencing a lot of change. The founder of Growth Partners pointed out that brands are being sold and acquired, units are closing, and CEOs are changing. Culbertson also mentioned that the VIBE Conference is a favorite event of his.

Beverage is integral to the industry’s success but it has been undergoing a transformation that Culbertson rightly describes as both exciting and unsettling. It’s also the focus of the VIBE. That focus provides a flood of operational, trend and product information. There’s a lot to parse, and that process can be overwhelming if one attempts to digest it all at once.

Luckily, Culbertson used his blog to share what he took away from this year’s VIBE in easy to digest morsels. We highly recommend you follow this link to read all of his takeaways. For now, here are some of the highlights:



“52% of Millennials say adult beverages play an important role in their destination decision,” reads Culbertson’s post. “Comparing this to the average of 37% for all consumers, this is significant.” He goes on to list what this influential demographic is drinking:

  • Craft, premium domestic and import beers
  • Cider
  • Pinot Noir, Moscato, red blends and sparkling wine
  • Whiskey, vodka, aged spirits, cordials and liqueurs


Mike Ginley’s Research

According to Mr. Ginley’s Q1 2017 research, 91% of the 1,100 US consumers who had purchased alcohol in the past 30 days at a national chain are ordering the same quality or higher quality beverages, and 83% of those consumers want to know the exact price of their beverages.


The Beverage Master

According to David Commer, brown goods and whiskeys, tiki, shareable bites, craft beer, rosé, sweet wines, and “over-the-top” presentations are up. Moscato, says Commer, is going to pass up White Zinfandel and Moscato.


For more of these insights, visit Culbertson’s blog and keep reading the VIBE newsletter.

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