In 2019, Rabobank analyst Bourcard Nesin noticed the media reporting that the public was drinking less and millennials were to blame. He decided to research the validity of that claim, and the data he found was not what he expected: older consumers are drinking more, underage drinking has declined dramatically, people of color are making up a larger portion of the drinking population, and women are drinking more than ever.
In this episode of the Park Street Insider Podcast, Nesin joins us to discuss the implications of his report entitled, “The American Alcohol Consumer is Changing, Is The Industry Ready To Serve Them?”
Nesin explains that the people the beverage alcohol industry has traditionally marketed to are reducing consumption, while groups that they’ve systematically ignored are increasing their footprint in the marketplace. As a result, increasing inclusivity in the alcohol industry looks to be fundamental to the future success of the industry.