mrfreddy
Fri, Dec-17-04, 08:09
New York Post
http://www.nypost.com/business/36575.htm
BEER CHASERS
By RICHARD WILNER
December 17, 2004 --
As Americans mingle their way through another year's raft of holiday parties, more and more will be choosing to toast their health with a cocktail over a beer.
Distilled spirits continued to chip away at beer's commanding alcohol market-share lead, posting an estimated 3.1 percent gain in cases shipped in 2004, while the volume of beer shipped was flat.
Overall, spirits now own 29.7 percent of the alcohol market, up from 29.3 percent last year, according to the Distilled Spirits Council of the U.S., which released the totals yesterday.
Wine accounts for a market share in the low double-digits. Beer accounts for the rest.
Industry watchers said back-to-back winning years for spirits could be linked to U.S. drinkers switch away from carbohydrates, the changing tastes of aging baby boomers and the successful marketing efforts by distillers.
Spirits' increased market share in 2004 comes on the heels of a successful 2003 and marked the first time distilled spirits — which includes vodka, rum, tequila and whiskeys — put together back-to-back years of increased shipments since the 70s.
In addition to reaching for more cocktails over beer, Americans' drinking habits, according to industry statistics, show:
* The super premium-price sector — where prices soar to more than $100 a bottle — is the fastest growing piece of the spirits business, up 9.6 percent over last year. In fact, super-premium vodkas, like Grey Goose, soared nearly 22 percent over 2003;
* The migration to higher-priced booze helped push up industry revenue an estimated 5.8 percent to $14.7 billion;
* After falling out of love with whiskey in 2003, this year Americans are drinking more Canadian, Irish and single-malt whisky, in addition to more bourbon.
Grass-roots marketing is helping lead the turnaround, said Peter H. Cressy, CEO of the spirits council, who said mom and pop shops, taking a page from the wine-industry playbook, were now offering product tastings, which are attracting a crowd and boosting sales.
Also, Cressy noted that successful fights against raising taxes, the battles won to open up liquor stores on Sundays in 32 states and stepped up marketing budgets also helped turn the tide.
He also predicted that in a year to 18 months, broadcast networks would begin accepting spirits advertising.
The industry had voluntarily withdrawn TV advertising decades ago but had reintroduced spots in 2000, starting with a handful or cable and moral affiliate stations. Now, spirits TV advertising reaches the top 150 markets, and is growing.
Copyright 2004 NYP Holdings, Inc. All rights reserved.
http://www.nypost.com/business/36575.htm
BEER CHASERS
By RICHARD WILNER
December 17, 2004 --
As Americans mingle their way through another year's raft of holiday parties, more and more will be choosing to toast their health with a cocktail over a beer.
Distilled spirits continued to chip away at beer's commanding alcohol market-share lead, posting an estimated 3.1 percent gain in cases shipped in 2004, while the volume of beer shipped was flat.
Overall, spirits now own 29.7 percent of the alcohol market, up from 29.3 percent last year, according to the Distilled Spirits Council of the U.S., which released the totals yesterday.
Wine accounts for a market share in the low double-digits. Beer accounts for the rest.
Industry watchers said back-to-back winning years for spirits could be linked to U.S. drinkers switch away from carbohydrates, the changing tastes of aging baby boomers and the successful marketing efforts by distillers.
Spirits' increased market share in 2004 comes on the heels of a successful 2003 and marked the first time distilled spirits — which includes vodka, rum, tequila and whiskeys — put together back-to-back years of increased shipments since the 70s.
In addition to reaching for more cocktails over beer, Americans' drinking habits, according to industry statistics, show:
* The super premium-price sector — where prices soar to more than $100 a bottle — is the fastest growing piece of the spirits business, up 9.6 percent over last year. In fact, super-premium vodkas, like Grey Goose, soared nearly 22 percent over 2003;
* The migration to higher-priced booze helped push up industry revenue an estimated 5.8 percent to $14.7 billion;
* After falling out of love with whiskey in 2003, this year Americans are drinking more Canadian, Irish and single-malt whisky, in addition to more bourbon.
Grass-roots marketing is helping lead the turnaround, said Peter H. Cressy, CEO of the spirits council, who said mom and pop shops, taking a page from the wine-industry playbook, were now offering product tastings, which are attracting a crowd and boosting sales.
Also, Cressy noted that successful fights against raising taxes, the battles won to open up liquor stores on Sundays in 32 states and stepped up marketing budgets also helped turn the tide.
He also predicted that in a year to 18 months, broadcast networks would begin accepting spirits advertising.
The industry had voluntarily withdrawn TV advertising decades ago but had reintroduced spots in 2000, starting with a handful or cable and moral affiliate stations. Now, spirits TV advertising reaches the top 150 markets, and is growing.
Copyright 2004 NYP Holdings, Inc. All rights reserved.