A new report out from Rabobank indicates: - Older consumers are drinking more - Underage drinking has declined dramatically - People of color are making up a larger portion of drinking population - Women are drinking more than ever
To parse these trends and what they mean, we spoke to Bourcard Nesin, a Rabobank beverage analyst and the author of the report. He explains the motivations behind conducting the research for nearly a year, what surprised him the most, and what brand owners can take away from it.
Read the report here: https://research.rabobank.com/far/en/sectors/beverages/the-american-alcohol-consumer-is-changing.html
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