Morgan Stanley trend alert: Everyone’s drinking less beer

“MorganStanley found that consumers of all stripes intend to buy less beer going forward. A whopping 24 percent of consumers surveyed in 2015 (in the US) said that they plan to decrease their beer consumption in the next year, while just 8 percent said they plan to increase it. The trend is especially marked among the young. Morgan Stanley found that millennial consumers are less interested than their older peers in macro-brews, and that they increasingly prefer wine and spirits.” (Source: Huffington Post). In Australia, beer consumption has more than halved since the peak of the mid-1970s and is now at its lowest level since 1945-6, according to ABS figures released last year.