Baby Boomer Booze Vs. Gen Z Juice: Comparing the Top Liquor Brands by Generation

When we imagine the archetypal college drinker, a few boldly flavored images come to mind. Pink lemonade vodka, cinnamon-flavored whisky and sub-$20 tequila are easy targets; the kind of liquor firmly planted in the regret-inducing nostalgia of youth. Older drinkers, we envision, perhaps indulge in a classier affair. Maybe a gin splashed with tonic water or a quality scotch on the rocks.

These are nothing more than generalizations.

A recent poll from YouGov’s 2024 U.S. Alcohol Rankings suggests that spirits may in fact be the great generational unifier. Collecting data from over 5,000 consumers between March and June of this year, the poll was broken down into four boozy top-10 lists — baby boomers, Gen X, millennials and Gen Z.

The statistics suggest that consumers aged 21 to 76 gravitate toward similar names on the liquor store shelf, albeit with some minor variations.

Captain Morgan, Crown Royal, Bacardi, Smirnoff, Jack Daniel’s and Baileys appeared on every generation’s list. Ordering differed neatly in half; while Baileys Irish Cream took the top spot for both baby boomers and Gen X, Smirnoff Vodka reigned supreme among millennials and Gen Z.

In contrast, Hennessy Cognac and 1800 Tequila were an exclusive favorite among drinkers aged 43 and younger, no surprise considering their respective categories’ zeitgeist among the younger crowd. A surprising exception to this trend was Patrón Tequila, which made a sole appearance on the Gen X list. Similarly, Maker’s Mark was only favored among baby boomers.

Before diving into the stats, we’ll note that each brand is ranked according to consideration rather than sales figures. In other words, the percentages coincide with how many consumers reported “liking” a product rather than buying it; a list of sales would almost certainly reveal different statistics. For a dive into the world’s best-selling alcohol brands, check out our roundup here.

Without further ado:

Baby Boomers (1946 – 1964)

10. Maker’s Mark – 10.4%

9. Tito’s – 10.6%

8. Absolut – 11.1%

7. Captain Morgan – 11.3%

6. Grey Goose – 11.7%

5. Crown Royal – 11.8%

4. Smirnoff – 11.9%

3. Jack Daniel’s – 13.6%

2. Bacardi – 14.7%

1. Baileys – 20.9%

Gen X (1965 – 1980)

10. Patrón – 12.5%

9. Absolut – 14.4%

8. Tito’s – 15.3%

7. Grey Goose – 16.1%

6. Captain Morgan – 17.5%

5. Crown Royal – 17.7%

4. Bacardi – 18.5 %

3. Smirnoff – 18.9%

2. Jack Daniel’s 19.4%

1. Baileys – 19.5%

Millennials (1981 – 1996)

10. 1800 Tequila – 14.6%

9. Johnnie Walker – 14.9%

8. Tito’s – 15.0%

7. Captain Morgan – 16.2%

6. Hennessy – 16.7%

5. Bacardi – 16.7%

4. Baileys – 17.4%

3. Crown Royal – 17.8%

2. Jack Daniel’s – 21.7%

1. Smirnoff – 22.9%

Gen Z (1997-2003)

10. Johnnie Walker – 11.7%

9. Jameson – 11.8%

8. Bacardi – 13.0%

7. 1800 Tequila – 13.7%

6. Crown Royal – 14.2%

5. Captain Morgan – 14.4%

4.  Baileys – 17.7%

3. Jack Daniel’s – 18.6%

2. Hennessy – 23.8%

1. Smirnoff – 24.7%

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