Apparently, the youngest generation of alcohol consumers is shifting away from beer in favor of wine and spirits. Goldman also says that young drinkers aren’t consuming as much alcohol altogether in comparison to other generations.

 

“Despite the Boston Beer Company's commitment to turn around Sam Adams beer and Angry Orchard cider, we see no improvement in sight and see downside risk to fiscal year 2017 volume guidance,” said Freda Zhuo a Goldman Sachs chief analyst.

 

Another financial services company, Cowen, recently reduced its rating for Molson Coors citing a report that more people smoking marijuana is a deterrent to drinking. 

 

So millennials are smoking weed and drinking wine instead of Angry Orchard. Nothing wrong with that.