Examining Brand Loyalty in the Millennial Era

written by
Wayne Curtis

published
October 24, 2018

Karen Hoskin founded Montanya Rum a decade ago with her husband, Brice. Over the years, when catering cocktail events—such as destination weddings in and around their distillery in Crested Butte, Colorado—she noticed that only about a quarter of baby boomers were ever interested in trying a new spirit. “If I ask them, Would you like a Manhattan made with a craft Colorado rum?’” she says, “they look at me like I have nine heads. They’re like, ‘Uh, can we get a real Manhattan?’”  

When she works events with millennials, however, Hoskin finds the inverse—maybe 20 percent are resistant to trying something new. The rest are thrilled: “Bring it on!”