Millennials are using their superior purchasing power to disrupt the spirits market. When surveyed, Millennials drank more different types of spirits (vodka, rum, tequila and whiskey) than any other generation. Their tastes are changing the game. Often, as is the case with vodkas, the sweeter the better, and new infusions that may have been impossible to market in the past are quickly becoming millennial mainstays. That is why we are proud to announce a new series of awards for spirits targeting the millennial palate.