The work from home generation also drinks at home Image: Thinkstock
Millennials just cannot catch a break. We know you judge them when they drink, and you also judge them when they don't. Make up your minds, adults!
As you've probably heard by now (and have probably tweeted about it) millennials have been accused of killing the beer industry, the suit industry, the vacation industry, the diamond industry, and even the napkin industry — when all they are trying to do is make rent and stream Netflix during dinner.
In fact, the reason they don't go on vacation, or buy diamonds or invest in napkins is due to a very simple reason — they are broke, bruh.
But in all seriousness, a 2017 survey revealed that millennials don't really like boozing too much and don't go out drinking as much. And now we know why — they are just too damn tired.
The work from home generation is making good on the 'drink from home' trend because going to a bar is too much work, okay? A new study conducted by market intelligence agency Mintel revealed that 28 per cent of young millennials, aged 24-31, prefer to drink at home because they believe “it is too much effort to go out.”
"While Americans enjoy going out for a drink now and then, our research shows that the majority of consumers say they prefer drinking at home. Today, millennials are currently leading the way when it comes to socialising in the home, but the preference for at-home drinking will likely be even greater among the up-and-coming iGeneration, who are generally regarded as more frugal and pragmatic than millennials," said Caleb Bryant, senior food service analyst at Mintel.
Bryant also insists that bars and pubs need to work harder to provide customers with a unique drinking experience. But millennials' wallets are also partly to blame for the home-drinking.
Drinking in bars, especially in big cities, also comes with additional costs like parking charges or cab fares, taxes and tips. Not to mention the waiting in lines just to get in the pub, where you have to — again — spend your money.
Time also factors into the equation. In the time that it takes to get dressed, look Instagrammable, order a ride, wait in lines, drink and eat, and then get home, a millennial can finish a deadline, stream Westworld, tweet about it and maybe browse Tinder — with or without alcohol.
Millennials agree that drinking at home — alone or with friends — is just more convenient as they can experiment with mixing, order in food or make whatever they want to eat, have access to cleaner bathrooms. And most importantly, can do it all in their sweatpants.
This is not to say, millennials are shut off from experimenting or drinking good stuff. But if you manage to get them out of their homes, you better make it worth their while.
"Millennials enjoy experimenting with new drinks on-premise, with this adventurous behavior indicating an opportunity for food service retailers to innovate their drink menus and create better experiences to further encourage consumers to drink more away from home,” added Bryant.