RIP, Beer

Millennials killed you.

Nicole Dieker
Jul 27, 2017 · 1 min read
Photo credit: Emma Tinson, CC BY 2.0.

The Millennial generation has claimed its next victim: beer.

According to CNBC, Goldman Sachs downgraded both Boston Beer Company and Constellation Brand on the data that younger consumers aren’t drinking as much alcohol as older generations, and the ones who do prefer wine and spirits.

The Boston Beer Company makes Samuel Adams, and Constellation Brand makes Corona, Ballast Point, and Modelo Especial.

Goldman Sachs now expects the overall beer market in the US to decline by 0.7% in 2017. It downgraded Boston Beer Company from “neutral” to “sell” and Constellation Brands from “buy” to “neutral.”

Wait, it only takes an 0.7 percent decline to announce that BEER IS DEAD, MILLENNIALS KILLED IT?

Also, I know plenty of Millennials who are drinking beer. The real issue here is that they’re not always choosing Corona and Sam Adams.

The Billfold

Everything you wanted to know about money but were too polite to ask.

Nicole Dieker

Written by

Writer, editor, teacher. Daily posts on the art and the finances of a creative career at nicoledieker.com.

The Billfold

Everything you wanted to know about money but were too polite to ask.

Welcome to a place where words matter. On Medium, smart voices and original ideas take center stage - with no ads in sight. Watch
Follow all the topics you care about, and we’ll deliver the best stories for you to your homepage and inbox. Explore
Get unlimited access to the best stories on Medium — and support writers while you’re at it. Just $5/month. Upgrade