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According to Eric Schmidt, the director of alcohol research at the industry consulting group Beverage Marketing Corporation, the tricky thing about selling booze to young people right now is that they know too much about the alcohol options available to them. 'The amount of information that this generation can get is huge,' he says. He credits the shift in knowledge to social media, where you can easily track celebrities and other cool, affluent, influential people to see what they're doing—and consuming. Young people have 'become a little bit more discerning, and what they look for is things off the beaten path,' Schmidt says. 'Baby Boomers were drinking Budweisers at this age.'"
—The Atlantic (July 26, 2019)