Freda Zhuo

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Last quote by Freda Zhuo

As we explored back in 2014, we expected a cyclical rebound in total alcohol consumption post-recession . The cause [for shifts in beer and wine market penetration] is younger groups shifting away from beer. We view the shift in penetration and consumption trends as driven by a shift in preferences in the younger cohorts. The youngest demographic (<35 year olds) overall penetration rates are not increasing. The 35-44 year old cohort shows a shift away from Beer to Wine & Spirits.feedback
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Jul 24 2017
Freda Zhuo has most recently been quoted in an article called Goldman downgrades beer stocks because millennials like wine better. Freda Zhuo said, “As we explored back in 2014, we expected a cyclical rebound in total alcohol consumption post-recession . The cause [for shifts in beer and wine market penetration] is younger groups shifting away from beer. We view the shift in penetration and consumption trends as driven by a shift in preferences in the younger cohorts. The youngest demographic (<35 year olds) overall penetration rates are not increasing. The 35-44 year old cohort shows a shift away from Beer to Wine & Spirits.”.
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