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Last week, we set the stage for what was deemed as a generational shift of the youngest legal-age drinkers toward Light Lager. But there was far more to it than young people opting in to Coors Light, Miller Lite, Michelob Ultra, and Bud Light.
Income and how generations spend money on alcohol are key to this decision making, and with options like spirits or cannabis, there's a real chance these drinkers are buying Light Lager because they don’t want to spend on other kinds of beers, or even worse, don’t care for beer at all. Sign up to read more.
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Words by Bryan Roth