Millennials post every aspect of their lives on Instagram: what they're eating, what they're wearing, what booze they're buying. In fact, the street cred that comes with posting a quality bottle has driven Millennials to get more serious—and spendy—about their alcohol choices. A new study titled "Behind the Bottle: An Exploration of Trends in the Spirits Category" by Evolve Media and Hava Media has found that Instagram has a bigger impact on young people's purchasing habits than you may have thought.
In a survey of 1,605 adults, the research groups found that 42 percent of people over the age of 21 considered social media an "influential touchpoint to get ideas and recommendations of what spirits to buy." On the flip side, only 24 percent said television and newspaper ads affected their booze buying habits.
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"Knowledge of spirits is becoming social currency among Millennials and they will order name brands to impress their peers," says Brian Fitzerald, president and co-founder of Evolve Media. "What brand someone decides to buy depends strongly on what they're doing, who they're with and where they're drinking."