The Business of Spirits
How Savvy Marketers, Innovative Distillers, and Entrepreneurs Changed How We Drink
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Recommendation
Not so many years ago, vodka was a pedestrian liquor used to make Bloody Marys, single malt Scotch was for the rich and famous, and tequila was a mainstay at college parties. Walk into a retail outlet or well-stocked tavern these days and your head spins. You can choose from among hundreds of liquors, many in beautifully crafted bottles designed to catch your eye. You can pay $12 or $200 for a bottle – depending on what’s in your wallet and how adventurous you feel. Noah Rothbaum tells a terrific story of how the spirits industry has exploded into a multi-billion dollar phenomenon that shows no signs of slowing. The author, who has extensive experience covering the industry, explains the history of many well-known alcoholic beverages and analyzes the consumer’s modern-day thirst for premium brands. Rothbaum also introduces the distillers, entrepreneurs and marketing whizzes who create and shape industry trends. Whether you’re a whiskey connoisseur or a teetotaler, getAbstract believes you’ll learn a lot and have fun with this book. Cheers!
Take-Aways
About the Author
Noah Rothbaum has written about the liquor industry for several national publications, including SmartMoney, The New York Times, The Wall Street Journal and Esquire.
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