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The Business of Spirits
Book

The Business of Spirits

How Savvy Marketers, Innovative Distillers, and Entrepreneurs Changed How We Drink

Noah Rothbaum
Kaplan Publishing, 2007
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Editorial Rating

8

Qualities

  • Innovative

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!

Summary

Spirits Industry Drinking Up Profits

Americans are thirsty for hard alcohol – whether it’s single malt Scotch, designer vodka or fancy, new cocktails. The popularity of spirits has soared during the past decade and shows no signs of abating. From 1997 to 2005, retail sales increased nearly 60%, forcing many distilleries to increase production dramatically and even expand their facilities to meet demand. Most notable is the emergence of exclusive brands, such as Glenlivet Scotch, Grey Goose vodka and Corzo tequila. The Distilled Spirits Council of the United States (DISCUS) reports that “overall case sales of premium spirits grew by nearly 19% between 2002 and 2005.”

Explosive growth has been particularly noticeable in the Scotch whisky segment. Although consumption has risen considerably in Asia, India and South America, French people drink more Scotch than anyone, followed by Americans. With the advent of single malts, upper-end Scotch prices skyrocketed. Bottles of vintage whiskies have sold for thousands of dollars.

In general, spirits are enjoying a much higher profile because of increased advertising opportunities. Hundreds of cable TV channels carry liquor...

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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