Young adults prefer malt seltzers to cocktails

Key stat: US households with heads of households aged 21 to 34 are the biggest malt seltzer drinkers, according to March 2024 data from Circana. The same demographic is also the least likely to purchase ready-to-drink cocktails.

Beyond the chart:

  • Ready-to-drink (RTD) cocktails and hard seltzers are popular across generations and ranges of household income, thanks to their convenience, the same report found.
  • Gen Zers over the age of 21 are driving greater interest in beverages with innovative flavors, packaging, and product formats.
  • The RTD category is worth more than $10 billion in the US, according to an August 2023 report by Nielsen IQ.

Use this chart:

  • Understand drinking preferences across age groups.
  • Demonstrate young adults' consumption habits.

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