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...