ABSTRACT
The millennial generation is referred to as the generation that came into early adulthood around 2000. Although there is no precise starting date for this generation, the millennial generation is often referred to as those born between the early 1980s to around 2000. By mid-2016, the millennial generation had overtaken the Baby Boomer generation as the largest living American generation, 1 and the majority of them are now of legal drinking age in America. With immigration adding more numbers to the millennial population than to any other generation, the American millennial population is expected to peak in 2036. As a result of this shift in the population’s demographics, the habits and behaviors of the millennial drinkers are changing the shape of the alcohol industry as retailers evolve their offerings to meet the latest consumer demands.
