Millennials and Gen Z Projected to Lead Bev-Alc Spending by 2035
A July report from Numerator indicates that Millennial and Generation Z consumers will become the largest beverage-alcohol spenders by 2035, giving suppliers under ten years to establish brand loyalty.
According to a July report from Numerator cited by Brewbound, Millennial and Generation Z consumers are projected to become the primary spenders in the beverage-alcohol sector by 2035. Consequently, beverage-alcohol suppliers have less than a decade to capture the attention and loyalty of these demographic groups to secure these prospective revenues. Capturing these younger demographics early will be essential for suppliers aiming to maximize market share over the long term.
Key facts
- Millennials and Gen Z are expected to be the largest beverage-alcohol spenders across all generations by 2035.
- The projection stems from a July report by Numerator.
- Beverage-alcohol suppliers have under ten years to secure brand loyalty among these consumers.
Why it matters
Suppliers must strategically target Millennial and Gen Z consumers over the next decade to secure long-term revenue as demographic market power shifts.
- Brewbound — 2026-09-17: “Beer Cocktails, Early Recruitment and Flavor Clarity Will Capture Gen Z Consumers, per Southern Glazer’s Report”
This article was prepared by WBI.org from the sources listed above with the assistance of AI and reviewed by a WBI editor before publication. Information is attributed to its original sources.