How to handle the breaking news that Gen Z are drinkers, not abstainers – Comment

Charlie Mitchell is a renowned industry commentator and research expert within the drinks industry, having worked for well over a decade delving into the data that tells the story of how consumers eat and drink out. After having spent 13 years at NielsenIQ (formerly CGA Strategy), where he led the on-trade consumer & bartender research division, Charlie now heads up data, research & insights at Wilde Toast, the specialist drinks agency that helps drinks get chosen, through intelligent activation. Working with bartenders, consumers and trade professionals, Charlie distils what is happening in the sector to build winning strategies for brands. Email him at [email protected]