Consumers' shifting relationship with alcoholic beverages

David Coffer is an NRN contributor and chairman of London-based The Coffer Group, a 40-year-old consulting firm specializing in the leisure sector and comprising Davis Coffer Lyons, Coffer Corporate Leisure, Coffer Hotels and Coffer Leisure Investment Advisory.

Man has enjoyed alcoholic beverages since the Neolithic Era (circa 10,000 B.C.), and whether it was consumed as part of the celebration at the lavish Bacchus festivals in ancient Rome or simply to avoid water-borne diseases such as cholera in Medieval times, alcohol has played an important role in our history ever since.

 It is believed that the global alcoholic drinks industry will top $1 trillion this year. However, across most of the world, the consumption of alcohol is actual

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