Whiskey For Millennials?

Whiskey For Millennials?

Yesterday, I met a person in the whiskey industry not much younger than myself say, “Young people today will not fall for the advertising gimmicks that older generations have. They only respond to honesty and truth and realness” and all I could think was…Of course they do. Just like every young person ever. Today’s Millennial is just as susceptible to advertising as any generation ever has been. This belief that this generation is different from the hippies that wanted truth and realness (which became what we call baby boomers) or the goths, punks and grungy kids (Gen Xers) that wanted to just be understood and simultaneously left alone by the man is silly. Young people are always the targeted audience by advertisers because they have jobs and money to spend, not...

White Claw Conundrum

White Claw Conundrum

The topic of White Claw and “hard seltzer” has had me spinning. What is the public doing drinking all this stuff? How is this so popular? My whiskey sipping self could not grasp the phenomenon. Every time I had what I thought was the answer, a new question popped up for me. I believed that this was just a phase in American culture, much like hard lemonade, hard root beer or Zima (my generation’s clear, bubbly beer substitute). However, now that I know more about it, I realize it is going nowhere anytime soon. This product is made from SUGAR. For the health conscious. That is Truly (pardon the name brand pun) the magic behind the “hard seltzer” boom. Here are a few of the major reasons behind this consumer frenzy. The American public historically has been a binge...