Motivations and effects on beer consumption among millennials: The case of Monterrey and its metropolitan area

The production and commercialization of beer in Mexico is one of the most important economic activities in the country, positioning itself as one of the main drinks among the millennial generation. The increase in its consumption among young people presents aparadox. On the one hand, its excess consumption represents a concern associated with the effects it generates in terms of violent acts, accidents and deaths. While, on the other hand, its consumption is associated with socio-cultural factors, especially in regions characterized by the production of this beverage and high temperatures, as is the case of the Monterrey Metropolitan Area. In this context, the purpose of this research was to identify the beginnings and motivations in the beer consumption of millennials in this area, as well as the perceived effects on their well-being and socialization. To meet this objective, the research conducted 111 in-depth interviews with young people from different socioeconomic segments. The results evidence the relevance of the context, both cultural and family, in the beginning of beer consumption and identified four categories associated with the motivations that encourage beer consumption, and the positive and negative effects of its consumption on the participants. The present work demonstrates that beer is considered a cultural and social element, where its consumption has been driven by society through its normalization and acceptance, having as important variants the gender and socioeconomic levels of the young people who consume it.