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Big Beer still has a problem: Drinkers, especially millennials, aren’t consuming enough of it.

That much was made clear this week at the annual meeting of the National Beer Wholesalers Association in New Orleans, where 2,000 distributor and brewing leaders gathered to debate a range of issues facing the industry.

While everyone involved in beer seems to be making money — in some cases lots of it — the industry’s recent sales volume slide is taking on a new sense of urgency. “At the end of the day, my fear is what we’ve done is we’ve lost consumers,” said Joe Thompson, owner of beverage consulting company Independent Beverage Group, during a presentation. “And we’ve lost young drinkers. And somewhere down the road, we are going to pay a price for that.”

Continue reading at AdAge.com