SOURCE: Not Your Father's Root Beer

Not Your Father's Root Beer

June 13, 2016 12:34 ET

SURVEY: "Things Our Fathers Taught Us," Just in Time for Father's Day

WAUCONDA, IL--(Marketwired - Jun 13, 2016) -  What do millennials think about their dads? The makers of the wildly popular Not Your Father's Root Beer have commissioned a survey in honor of Father's Day to find out. The results show that while the role of dads continues to change with the times, they're still a huge part of how we learn to be in the world. For the survey, 1000 people were polled between May 20-27, 2016.

Domestic Dads

The results of the study show that millennials are more likely to acquire cooking and cleaning skills from dad than other cohorts; today's under-25s are less apt to learn how to change a tire or read a map than any previous generation. Just one in seven say their dad taught them map-reading.

Instead, more than a third of those polled credit dad with teaching them how to cook (33%) compared to just 20% of those over 45. Cleaning skills are also more commonly passed down from fathers now, with one in four millennials saying they've picked these up from dad.

Importantly, many report emotional support coming from dad -- people under 35 are more likely than those in their forties or fifties to have received help dealing with stress or similar problems.

Other things dads are teaching across the generations? How to manage money and time. More than a third of respondents say their father taught them to manage budgets, credit cards, and savings accounts.

A spokesman for Not Your Father's Root Beer commented on the survey results by noting the implications about father-child relationships today. "It's heartening to see that the emotional bonds between twenty-somethings and their dads are stronger than ever," said Beth Marr, Brand Marketing Director for Not Your Father's Root Beer. "We're all about shared experiences that create lasting memories."

Do As I Say, Not As I Do

From fixing cars and leaky faucets to plumbing and even sewing, DIY tasks taught by dad are cited by over half of respondents. Yet many say fatherly advice on fashion and hygiene wasn't always the best. Most say that, rather than "dress to impress," dad's counsel was closer to, "dress however you want no matter what it looks like." Nearly half sum up dad's simple hygiene lesson as, "Wash up -- you don't want to be known as the smelly kid." A disheartening five percent say their pops taught them that it's okay to wear the same underwear more than once without laundering it.

Dads send mixed messages when it comes to diet. Nearly one in five say their father taught them to eat "whatever you want because you only live once," while over a quarter say dad advised maintaining a healthy diet. Eight percent learned how to hide junk food from mom, and one in seven twenty-somethings were introduced to joys of drinking beer from the old man.

TOP 10 SKILLS DADS PASS ON
1. How to ride a bike
2. How to drive a car
3. Repair and maintenance
4. Decision-making skills
5. Money Management
6. Change a tire
7. Leadership
8. Read a map
9. How to deal with stress/problems
10. Cooking

Marr summarizes, "This research reinforces what we already know; there's something special about dad, and it's important to find ways and occasions to celebrate that unique relationship."

About Not Your Father's Root Beer 
Since its introduction in 2015, Not Your Father's Root Beer is the leader in the flavored craft beer segment. It was created by Tim Kovac, founder of Small Town Brewery in 2010. Kovac's brewing focus developed as he unearthed his unique family brewing history, which dates back to the 17th century. His ancestor's brewing practices -- which included gruit-based recipes that use herbs, flowers, roots and berries -- have inspired Small Town's innovative offerings that pay homage to the roots of modern brewing. Small Town uses unique ingredients to create specialty beers with an unmistakable taste of nostalgia.

For more information on Not Your Father's products please visit www.smalltownbrewery.com or follow us on Facebook, Twitter, and Instagram.

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