Millennial socializing sees a shift towards experiential drinking
Implications - As experience-seekers, Millennials are incorporating this sense of excitement into their socializing, with drinking events becoming more adventurous. Excursions like bachelor parties and celebratory occasions are being upgraded to private cabins, interactive beverage tastings and multi-sensory experiences. This shift in participation-based party culture exemplifies the Millennial preference to invest time and even finances into creating memorable bonding moments.
Workshop Question — Knowing that Millennials are more inclined to engage with experience-based activities, what is your brand doing to align with this mentality?