Most Common Drink Trends Millennials Want to Try

If you read this newsletter with any regularity, you're well aware that millennial consumers are often credited as the driving force behind both premiumization and cross-category drinking trends.Nielsen's most recent 2016 survey showed 50% of consumers aged 21-34 say they typically drink two or more categories during a night out, and 17% drink all three, shared Nielsen's vp of client services Danny Brager during the US Bev Alcohol Forum.Considering per capita consumption isn't increasing much, that means any gains are