July 10/Chicago/Press Release -- A new study released by Technomic Inc. finds that the Millennial demographic group – or individuals born between 1977 and 1992 – is driving adult beverage industry trends. The group, which will see all members of drinking age by the year 2018, are at least partially responsible for the trend towards craft beer, boutique spirits, and sweeter wines.

The report –- "Special TAB (Trends in Adult Beverage) Report: Millennial Consumer Insights" -– finds that members of the Millennial age group are frequent drinkers, with nearly 80% responding that they have had an adult beverage at a bar or restaurant in the past week. The report also shows that the group is price conscious and that the price of a drink is very important in deciding whether or not to drink outside the home.

The next few years should see the trend toward craft beer, new cocktails combinations, and sweeter red wine blends continue, as the youngest of the Millennials come of age. David Henkes, vice president of Technomic says, “Millennials are absolutely driving some of the biggest trends in adult beverage, and will continue to do so for the next few years.”