Bev Alc Has Been Asking The Wrong Question, Says Nik Modi

Dear Client: RBC analyst Nik Modi has a conclusion to the worn-out debate over whether beverage alcohol's struggles are structural or cyclical. It's the "wrong question," he submits. How's that? Well, "it assumes a single answer applies to a market that is, in reality, fracturing by age, income, occasion, and need state," Nik writes. So, he and his team decided to "[use] new tools to answer old questions" in their latest report, partnering with behavioral simulation platform Aaru to examine