Generation X: Its Impact on the Beverage Industry

Generation X is often overlooked in the beverage industry, but this generation of consumers is an invaluable asset as they are the most active purchasers of alcoholic beverages and are more likely to experiment with new flavors and trends.

What is Generation X?

Generation X is a demographic of individuals born between 1965 and 1980. They are often referred to as the “middle child” between the Baby Boomer generation and Millennials. They are known for their independent spirit, their preference for quality over quantity, and their willingness to try new things. They are also highly educated and tech-savvy, making them an attractive target for beverage brands.

Demographics and Statistics

Gen Xers are typically more affluent than other generations, with a median household income of $80,000. They are also more likely to have a college degree, with 45% of Gen Xers holding a bachelor's degree or higher. Gen Xers have an average of 11 years of work experience, with many of them in senior-level positions. They are also more likely to be married and have children than other generations.

Purchase Power and Size of Market

Gen Xers have considerable purchasing power, with a median income of $80,000 and an average of 11 years of working experience. This affords them the opportunity to purchase products that other generations may not be able to afford. Gen Xers are also the largest population of adults in the US, making up approximately 28% of the population. This gives them the potential to significantly influence the beverage industry.


Generation X is composed of individuals born between 1965-1980 and currently consists of people in their 40s and 50s. They are more educated and affluent than previous generations, and their values reflect this. They are independent, resourceful, and value experiences over material things. They tend to be health-conscious and are willing to pay more for products perceived to be of higher quality, such as organic and sustainable products. They are also more likely to purchase convenience items such as pre-made meals and ready-to-drink beverages than previous generations. As such, they are a key consumer group for many products, including the beverage industry.

How has Generation X impacted the Beverage Industry?

In the 1990s, craft beer began to revolutionize the beer industry. With its unique flavors and fresh ingredients, craft beer quickly gained popularity and drastically changed the landscape of the beer industry. Craft breweries sought to differentiate themselves from mainstream beer companies by engaging with their target audience in a more personalized way, building brand loyalty and creating a community around their products. This innovative marketing approach helped to increase demand for craft beer and encouraged the emergence of healthier options such as kombucha and hard seltzers. The craft beer revolution of the 1990s proved to be an influential movement in the beer industry, as it changed the way beer brands market to their target audience and opened the door for more health-conscious drinks.


1. Craft Beer: Generation Xers are more likely to purchase craft beer than previous generations, as they appreciate the unique flavors and local connections associated with the product. Craft beer is a relatively new trend that has been embraced by Gen Xers and has had a lasting impact on the beverage industry.

2. Hard Seltzers: Hard seltzers are another popular item amongst Generation Xers, as they are low in calories, contain no sugar, and come in a variety of flavors. They are a convenient and refreshing choice, making them a popular option for Generation Xers.

3. Kombucha: Finally, kombucha is also a popular choice amongst Generation Xers, as it contains probiotics and is perceived to have health benefits. They are often willing to pay more for kombucha than other beverages, as they consider it a healthier option.


Generation X is a generation that values unique flavors, convenience, and health benefits when it comes to choosing beverages. This has had a significant impact on the beverage industry, with craft beer, hard seltzers, and kombucha all becoming popular choices amongst Gen Xers. Companies that are able to understand and cater to the preferences of Generation X will be able to capitalize on the growing demand for these products and gain a competitive advantage in the marketplace.

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