In 2018, it was revealed in multiple studies that millennials are drinking less wine than the baby boomer generation, meaning that wine sales are expected to decrease come 2019.
With the Dry January Movement becoming popular, where participants abstain from drinking alcohol for the 31 days of the month, millions of millennials aren't drinking libations at all.
But it appears as though millennials drinking in moderation is also part of a much larger trend and restaurants and bars are going to have to get more creative with beverage options this year.
"There are signs that a more sweeping and permanent moderation movement is taking root among millennials. The generational shift is forcing bars, restaurants and alcohol brands to adapt," writes "Ad Age." "More low- and no-alcohol products are in development, and some, like Heineken's new no-alcohol 0.0 beer, are already hitting store shelves. Drinking establishments, meanwhile, are adding fancier non-alcoholic cocktails, or mocktails, to their menus as they look to keep their drink revenues flowing."
But it isn't just millennials drinking less. New of-age drinkers aren't drinking nearly as much as the generations before.
"Entry-level drinkers are drinking less," says Benj Steinman, "Beer Marketer's" publisher "It's a real 'watch-out' for the future."
This is partly because younger generations are living a healthier lifestyle and are more educated on nutrition.
"Older generations were ignorant, young drinkers today are not," says Kit Yarrow, a consumer psychologist to "Ad Age." "This more educated and informed generation knows the perils of drinking and driving; the health issues associated with alcohol; and the calories associated with drinking."
Read more about how younger generations are drinking less at “Ad Age.”
While consumers may be gravitating away from alcohol, they are instead interested in natural remedies like cannabis.
We are already seeing several beverage giants jump on the cannabis bandwagon. CBD, the cannabis compound that is legal in all of the U.S., is now being served at restaurants and bars in most major cities.
With that in mind, artisan CBD infusions in particular have become popular. Listen to this recent episode of The Barron Report below where Host Paul Barron discusses the CBD trend with the executives of Azuca, a company that is thriving with its chef-quality CBD infusions.