In a new study, a researcher from The University of Texas at Dallas and his colleagues analyzed the recent surge in the sales of craft beer and suggest this theory is a common misconception. The study, published in the July-August issue of Marketing Science, documents a generational share gap in which millennials buy more craft beer than earlier generations. They theorized that older consumers likely formed their preferences when craft beer was not widely available, whereas millennials have had access to a wide array of craft beers since reaching adulthood. They examined the geographic differences in timing, speed and diffusion of new craft-beer brewers and local availability of craft beer. In 2018 millennials accounted for 20% of total craft-beer sales.