Bronnenberg, Bart J.; Dubé, Jean-Pierre; Joo, Joonhwi - 2021
We conduct an empirical case study of the U.S. beer industry to analyze the disruptive effects of locally … generation of adult Millennial consumers. We document a generational share gap: Millennials buy more craft beer than earlier … Baby Boomers, with the remainder explained by intrinsic generational differences in preferences. We predict the beer market …