Introduction
We are in the midst of a new era in the food and beverage industryand we have millennials to thank for it.
At 80 million strong, millennials now account for over one fourth of the total U.S. population and will out number
the boomer generation by the end of 2015. They are drinking more alcohol than previous generations and are highly
engaged with food and culinary culture. In fact, 50 percent of millennials now refer to themselves as foodies.1
But theyre not dining alone. With nearly $1.3 trillion in direct spending power, millennials are increasingly
spending their time and money on event-based experiences. In fact, more than three in four millennials (78 percent)
would choose to spend money on a desirable experience or event over buying a desirable item, and 55 percent of
millennials say theyre spending more on events than ever beforea trend that shows no sign of slowing.2
Within the food and beverage industry, this translates into food, wine, and beer events. Millennials, more than
any other generation, actively seek unique, new ways to come together to learn, taste, try, and embrace the latest
developments in craft beers, wines, spirits, and local, artisanal foods3, and this presents a growing opportunity
for businesses.
Food and beverage events not only represent immense growth on Eventbrite, which saw a 47% year-over-year
increase from 2013-2014, but it is a market where a fundamental shift is taking place, with new types of events
being created that specifically cater to millennial interests. We know that, in general, millennials are attending
festivals more than any other generation. Because of millennials high attention to brands, product story,
discovery, and authenticity, live events offer food and drink companies the opportunity to take advantage of this
added market segment and win the hearts and minds of these valuable consumers in the process.
Recognizing the incredible growth of and high demand for food and beverage events, Eventbrite sought to
dive deeper into the mind of the modern festival-goer in order to better understand who they are and how the
millennial audience in particular might differ from older generations. We uncovered valuable information about
how social media affects food and beverage brand discovery and loyalty; how food, wine, and beer events
particularly festivalsinfluence purchasing behavior; and what qualities millennials look for in the events they
attend year after year.
The following report is a compilation of the findings from an Eventbrite global survey completed by more than
5,000 attendees of at least one festival with a focus on food, beer, or wine that was ticketed on Eventbrite during
2014. The results reveal new and interesting insights about millennials (defined as young adults between the
ages of 18 and 33), the food and beverage industry, and how event organizers can use these insights to take their
festivals and events to the next level.
Source: Distribution Property Solutions, Inc.: Millennials Drive Wine Consumption and Futurecast: Millennial Marketing
Source: Mintel: The Rise of Craft Beer in the US, January 2013 and Highbrow Magazine: How Millennials Reshaped the Wine Industry, October 2014
80%
44%
3 or more events
5 or more events
Source: Highbrow Magazine: How Millennials Reshaped the Wine Industry, October 2014 and Futurecast: Millennial Marketing
89%
67%
64%
59%
45%
87%
Plan to attend the same
61%
80% 84%
are likely to post pictures
online of their favorite moments
After
Top five ways millennials learn about the events they attend
Food festivals
83%
word of mouth
79%
social media
54%
51%
ticketing website
50%
78%
social media
68%
word of mouth
53%
48%
ticketing website
41%
78%
social media
78%
word of mouth
42%
41%
ticketing website
37%
Wine festivals
Beer festivals
90%
85%
40%
brewery, restaurant,
information about
vendors newsletter
or food purveyor
a vendor online
visit a winery,
sign up for a
they liked
49%
47%
72%
if available
shop or restaurant
to purchase
to purchase
buy onsite,
99%
make a special
go to a local retail
Recommend a winery,
brewery, restaurant, or
food purveyor afterward
21%
21%
19%
21%
11%
Millennials
(18-33)
Gen Xers
(34-50)
17%
47%
Food festivals
21%
21%
Boomers
(51-70)
43%
Wine festivals
31%
Beer festivals
No Preference
25%
Wine festival
Beer festival
85%
83%
89%
82%
51%
48%
45%
41%
53%
95%
87%
96%
42%
30%
55%
40%
32%
51%
30
41
Young millennials
(1825)
Older millennials
(2633)
94%
94%
Festivals that are paired with food (i.e,. BBQ and Beer,
Bacon and Beer, Brat and Brew)
77%
74%
67%
56%
63%
54%
63%
56%
45%
51%
Wine Festivals
Young millennials
(1825)
Older millennials
(2633)
88%
87%
67%
62%
67%
60%
55%
61%
43%
53%
29%
37%
Food Festivals
Young millennials
(1825)
Older millennials
(2633)
90%
88%
78%
77%
62%
59%
58%
53%
45%
35%
42%
38%
41%
35%
85%
83%
89%
Food festivals
Wine festivals
Beer festivals
82%
Food festivals
51%
48%
Wine festivals
Beer festivals
40%
Conclusion
Millennials love live experiences, and attendees of food, beer, and wine festivals are influenced by these events
for months to come. Not only are millennials overwhelmingly more likely to purchase a product they have tried
at one of these festivals, but they also spread their brand loyalty to their family and friends, with an incredible
99 percent of those surveyed more likely to recommend a product they had tried.
These events are a key resource in your marketing toolkit. Social media is the best way to reach this audience,
with more than three out of four millennials finding out about festivals on social media. A strategic ticketing
partner is also a must, with almost half of millennials saying they find out about festivals through ticketing
websites like Eventbrite. A variety of events is the best way to reach the largest audiencecontrary to popular
belief, our survey showed that its not all about the big festivals anymore, and millennials are willing to pay more
for niche experiences.
Millennials are actively seeking live experiences in which they can explore their passion for food, beer, and wineall
while surrounded by friends. If youre in the food and beverage industry, these events are an effective way to attract
a new generation of consumers to your brand. By giving millennials something to talk about with their friends, both
on and offline, you can create brand enthusiasts who will come back event after event, and seek out your products
at all times in between.
About Eventbrite
Eventbrite enables people all over the world to plan, promote, and sell out events of all kinds. Since 2006,
the platform has processed over 200 million tickets and registrations worldwide, totaling more than $3 billion
in gross ticket sales. In 2014 alone, the company processed $1.5 billion in gross ticket sales for attendees in
187 countries. The online event ticketing service makes it easy for everyone to discover events and to share the
events they are attending with the people they know. In this way, Eventbrite brings communities together by
encouraging people to connect through live experiences.
Learn more at www.eventbrite.com.