Hanging in to drink alcohol is the new cool among Millennials, as well as the majority of Americans.
The Mintel report has it that one in four Millennials and overall 55% of adults prefer to stay home to drink. That's more convenient than bellying up to the bar. Isn't it a pain to keep struggling to catch the bartender's eye.
Also, it's cheaper. Therefore, the frugal iGen will likely follow this trend. They have grown up watching their family members losing jobs. Going out involves premium prices and leaving a tip. More details from Moneyish.
That could be yet another factor in the hanging-in trend. It's all too common that a dear friend gets nailed by the police for driving after a good ole time at the bar.
So far, the overall revenues at bars and restaurants for alcohol consumption haven't taken a hit. That's mostly because drinkers are trading up to more expensive beverages.
But they are consuming less of them. So, eventually the hospitality industry could be threatened. What experts recommend is that they create experiences for guests.
Theme bars are already doing that. And special events such as Zombie Night also tend to be successful. The patrons all dress up and have fun role-playing. In addition, human beings have become eager to get up from behind their screens and bond in-person.
In help-wanted ads on Craigslist, bars are searching for marketing experts. That's a sign of the times. And, a promising niche business for marketers. Also, that push could lure people out of their homes again.
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