Meet the “clean lifers,” the young adults who revel in dodging the indulgences of their elders. The brewery joins a host of other product makers targeting young adults who aspire to moderation but still might want to buy a beer, brownie pan or a packaged salad. Many young adults, having grown up during the recession, pursue healthful living as a way to find balance amid the global uncertainty that continues today. The company this year started selling the beer—named after the respectful greeting used in yoga classes—in the 12-ounce cans that young adults prefer. Young adults are in particular need because many of their parents didn’t cook meals from scratch, Mr. Ediger says.

Source: Wall Street Journal March 12, 2018 15:11 UTC