Millennials are killing everything. First they stopped drinking beer, and then they stopped eating cereal for breakfast makes too many dirty dishes. The latest generation-blaming headline hits home for bar fans: Younger millennials “drink at home because they believe it takes too much effort to go out,” according to a study by the market intelligence agency Mintel.
The study defines “younger millennials” as those between the ages of 24 and 31. Around 30 percent agreed that going out is too much effort, while only 15 percent of baby boomers (ages 54 to 72) agreed. Those youngins are the backbone behind 55 percent of Mintel’s study participants who prefer to drink at home than at a bar.
“While Americans enjoy going out for a drink now and then, our research shows that the majority of consumers say they prefer drinking at home,” Caleb Bryant, a analyst at Mintel, said in a statement. He added that for a bar to stand out, it needs a unique experience like “an ‘Instagrammable’ pop culture pop-up bar” that “offers an experience that can’t be replicated from consumers’ living rooms.” Maybe that’s why pop-up bars are everywhere now. And while it’s also true that total on-premise sales of alcohol continue to rise, according to Mintel, the future looks a little less bright.
“Today, millennials are currently leading the way when it comes to socializing in the home,” Caleb Bryant says, “but the preference for at-home drinking will likely be even greater among the up-and-coming iGeneration, who are generally regarded as more frugal and pragmatic than millennials.”