I always shiver when I see millennials with a bottle of Glenfiddich 12 or Jura Superstition, knowing that this bottled will be emptied over the course of a single evening. In Norway, few people get drunk on cheap Blended Scotches, as entry level Single Malts are only slightly more expensive due to the $25 alcohol tax/bottle. Couldn't agree more with Ralfy when he said rather blunt : 'Anyone who drinks a full bottle of whisky in one night is an ar***'

There is definitely a generational thing going on. While I'm looking for a nice single malt to enjoy slowly, appreciatively, and of course straight up in a Glen Cairn glass to welcome in the New Year, my kids are making jello shooters with flavored vodkas. But I'm not so old that I don't remember my days doing pretty much the same thing!

I cannot speak for an entire generation, but I can think of several reasons why that's the case: 1) A bottle of whisky is relatively expensive, even though it lasts much longer. 2) Exposure is limited: bars have only a few options, which are often the worst examples of whisky (Jack Daniel's, Johnnie Walker, etc). Therefore, you can only taste it by purchasing an entire bottle (see point 1). 3) The slow, contemplative nature of whisky does not combine well with how young brains are wired: they seek novelty and quick thrills. 4) The large variety in taste makes exploration more difficult in the beginning. 5) Many, especially women, find the ABV too high and dislike the burn.

Maybe it's my older mature age showing now, but I've noticed that the trend with millennials is not having a single malt neat. They think that's an old man's drink. Instead, the preference is craft beer, whiskey mixed with Coke/Pepsi, or wine for upscale events. And I also noticed that some brands like Haig Club (which I find absolutely undrinkable), market themselves to the millennials specifically through ads with David Beckham enjoying his mixed soda / whiskey drink.