Logo
BusinessBusiness

Millennials dominated last week’s bash sponsored by the Distilled Spirits Council, or DISCUS, both in numbers and in spirit. And the spirit they clearly preferred was whiskey.

Pundits cite reasons for millennials’ unexpected affair with fermented mash, most notably a preference for authentic and hand-crafted products. These youngsters are also averse, reportedly, to big brands and Gen X staples — two reasons behind their vodka veto.

“Whiskey has become the drink of choice for millennials for a number of reasons — the resurgence of the cocktail culture, the rise in popularity of craft distilleries and locally produced spirits,” said Drake Lucas, who runs the blog Whiskey Goddess, which covers all things in charred white oak casks.

But the real answer for whiskey’s resurgence may be even simpler. “We don’t want to drink what Daddy drank,” a millennial party-goer told our Richard Morgan. “We want what Grandpa drank.”

Comments
anonymous profile image
Powered by RoundtableBuilt on infrastructure designed for real-time media. Learn more at RTB.io.© Roundtable 2026. By using this site you agree to the Terms of Use and Privacy Policy