By Noah Rothbaum
Stroll right into a liquor shop this present day and you’ll be confronted with an unparalleled number of vodka, gin, whisky, cognac, rum or even tequila. long ago decade, the volume of spirits bought in bars, shops and eating places has climbed approximately sixty percentage. Celebrating the acumen of the businessmen and craftsmen chargeable for this extraordinary revenues progress, The company of Spirits: How Savvy dealers, leading edge Distillers, and marketers replaced How We Drink, is a cocktail of heritage and perception right into a quickly turning out to be undefined. Journalist Noah Rothbaum takes readers from the cellars of Cognac, France, to the Scottish Highlands to the agave fields of Mexico to determine what’s now riding this age outdated undefined. The booklet explores new construction recommendations, state-of-the-art advertising campaigns and introduces a brand new crop of artful marketers.
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Stroll right into a liquor shop this day and you’ll be confronted with an unparalleled number of vodka, gin, whisky, cognac, rum or even tequila. long ago decade, the quantity of spirits offered in bars, shops and eating places has climbed approximately sixty percentage. Celebrating the acumen of the businessmen and craftsmen accountable for this out of the ordinary revenues development, The company of Spirits: How Savvy agents, leading edge Distillers, and marketers replaced How We Drink, is a cocktail of historical past and perception right into a speedily becoming undefined.
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Additional resources for The Business of Spirits: How Savvy Marketers, Innovative Distillers, and Entrepreneurs Changed How We Drink
Since the early 1990s, Glenmorangie stopped selling its whisky to blenders and now bottles all of its single malt. Further proof that single malt whisky has gone from being a curiosity to a bar staple is that distilleries are now licensing their name. For instance, Edelman Leather, which supplies Herman Miller, now makes a Glenlivet Chair whose color matches the brand’s 21-year-old whisky. And just as restaurants have oﬀered special dinners showcasing a particular wine variety or vintage, there are now whisky dinners.
However, because worldwide demand is increasing rapidly, many distilleries are running at full capacity, and some are even expanding. But the eﬀects of this increased production won’t be felt for a while. Remember, most of the whisky made today won’t hit shelves for at least another 12 years. Still, the spirits business tends to be cyclical. Over the last 180 years, the whisky industry has gone through a number of booms and busts. Some experts are now afraid that with prices so high, consumers may ultimately lose interest and buy less expensive whisky.
At ﬁrst, this might seem odd—vodka is supposed to have a neutral ﬂavor. Yet the strategy has been very successful for a number of companies. After Grey Goose took top honors in a Beverage Testing Institute vodka tasting, the company used its ﬁrst $3 million in proﬁts to buy ads (many in The Wall Street Journal ) touting itself as the world’s best-tasting vodka. This claim, plus the attractive bottle, was enough to convince many consumers to buy the spirit. indd 45 5/24/07 10:59:39 AM 46 THE BUSINESS of SPIRITS the top luxury vodka at the 2004 World Beverage Championships in San Francisco.
The Business of Spirits: How Savvy Marketers, Innovative Distillers, and Entrepreneurs Changed How We Drink by Noah Rothbaum