What makes the thousand-year-old generation unique
5 Traits Of Millennial Beer Drinkers You Must Know About
How would you describe a sip of beer? You can bet that any avid beer drinker can answer this question in sufficient detail that you can almost try it for yourself simply by listening to its description.
Millennial traits cover a wide variety of interests and stereotypes. However, if you look beyond the buns and leggings for pants, you'll find a real appreciation for craft beer among this unique demographic. We're not just beer drinkers, we're beer lovers.
When it comes to which approach to beer branding or brewery branding will attract the millennial consumer, it is important that you first establish an authentic flair for your brand, one that communicates the brand's story as well as that with these boys resonate with adults.
Who is the Millennial?
A millennial is a person born between the 80s and 1994. The youngest of them can be in college and headed for a career, family, or adventure at any age.
Regardless of the area of life, the millennial generation has passed the 21-year mark and certainly knows a thing or two about what we want to experience in our brew. To better understand this distinct generation and our taste for beer, here are five characteristics of millennial beer drinkers you need to know about.
1. Culture enthusiasts
Take your commercial beer brand terms and set them aside. Our generation wants to feel that with every sip we can taste the cultural influence behind the beer.
Whether it tastes like we're out and about in a pub in Ireland with friends or when we're returning from duty with colleagues in the armed forces, millennials appreciate an experience that feels real to sipping the brew. The culture-loving characteristic of millennial beer drinkers plays with the desire to create unity and a sense of belonging.
2. Local via National
Take a look at the bottles and cans that attract us and you will notice a general trend for beer brands in the hometown. It has to feel original and / or local when we drink it. Our generation is growing out of our college days of partying and yet enjoying the novelty of having a good time with friends in the downtown plaza.
Small town beers and breweries branding has the knack for making them feel like they are part of their success story, a feeling that millennials strongly desire, much like our attraction to small startups and their potential to become a big hit. Think locally instead of commercializing your brand into a million dollar national beer. We are local beer drinkers.
3. Taste Profiler
The thousand-year-old beer drinker knows exactly what to look out for with a beer. It's not about drinking to drink. It's about finding the taste that fits our identity. What is the aroma? What color? How does it taste and feel?
These beer drinkers have developed sophisticated beer pallets and pay close attention to taste, carbon dioxide and IBUs (International Bitterness Units). We've matured beyond the excitement of waiting for the mountains to turn blue, realizing that what matters is what's in the bottle.
4. Brewery branding hipsters
Of all the identified traits of millennials, this may be one of the most interesting: like any true hipster, millennial beer enthusiasts somehow manage to find their favorite craft beer before it's even brewed. You're drinking a brand most people have never heard of, from a place most people don't even know exists.
Make your beer authentically and the millennial beer drinker will make it the next big thing because they discovered it first. But remember, once your beer hits mainstream, those beer hipsters are on the next. #beerhipster
5. Beer brand ambassadors
Of course, a brewery won't make it far in millennial culture without a unique beer brand identity. With the recent surge in the number of breweries in the United States, beer drinkers are constantly looking for knowledge of which brewery to try next.
The implementation of your brand identity in well-designed branded items offers your rabid fans the opportunity to become brand ambassadors and promote your brewery in their everyday life.
Avery Brewing Co. did this very well, for example, by working with our branding agency to curate fully custom items for purchase. From hats and caps to sweaters and bomber jackets, all pieces cohesively express their brand's ethos.
How do you go about incorporating these traits into your beer brand? Build your authentic brand story with us and connect with the thousand-year-old generation.
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