Caleb Bryant

Caleb Bryant is a Senior Drink Analyst at Mintel, specializing in changing consumer attitudes, industry news and beverage trends.

iGens: Meet the sober generation

Bars, restaurants and alcohol companies get ready; the iGens are coming. Born between 1995 and 2007 (aged 23-11), most are not yet drinking on-premise; however, research suggests iGens could ...