It’s not millennials who are driving your beverage sales, that’s for sure.

Seamus from The Shout has helpfully written up some insights from a recent IRI webinar, and it reveals some fascinating results.

In particular, the over-50s are now delivering 43% more value than the under-40s age cohort in off-premise.

This piece has a tonne of insights that are worth a look.  Read the article here.