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Consumer Trends

Evolving millennial palates an opportunity for bar business

craft beer flight

Restaurant and bar operators could spur profits by playing to millennials’ “adventuresome” drinking habits and willingness to try new adult-beverage types and flavors, market-researcher Technomic reports.

As frequent restaurant-goers, millennials tend to “balance exploration and trial with loyalty to a few favorite brands that deliver on flavor, quality and price,” said Donna Hood Crecca, senior director at Technomic. 

Thirty percent of millennials consumed more than one kind of adult beverage during their last on-premise visit, largely stemming from their desire to explore new drinks, recent Technomic data shows.

In addition, maturing millennial customers are more likely to gravitate toward craft beer and new varieties of beer and wine.

"In many ways, millennials are ideal adult beverage consumers," Hood Crecca says. "They are open and willing to learn about new styles and flavors of beer, wine and spirits.”

Several concepts have sought to capitalize on that customer set’s fondness for craft brews, in particular, including Johnny Rockets’ new millennial-focused Johnny’s Burger Factory, which offers a selection of craft beer in addition to more common mass-market brands.


Technomic is owned by Winsight Media, Restaurant Business’ parent company.

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