2012 | Booze Business: A Blog Dedicated to the Business of Spirits and Wine

Bartender Forecasts

August 27, 2012 1 Comment

New York magazine’s Fall Preview issue has predictions about what some NYC bartenders/mixologists think are the most promising drink trends for the fall.

It’s been some time since “behind the bar experts” have taken me to task for a blog posting (and I kind of miss being yelled at), so, here are their predictions.

Let me know what you think (he said with trepidation).

The first prediction mentioned is that mezcal will “break through.” Frankly, I’ve been predicting that myself for a number of years. While I’m not an aficionado of tequila or mezcal, the latter has a small batch product quality not to mention allure and mystique – and the worm BS is not what I’m talking about.

Unfortunately, for Mezcal to break through it will take some clout and marketing support that most producers don’t have. Nevertheless, I continue to think it will grow.

My take: I agree with the forecast.

The second prediction is that cognac will become a cocktail ingredient. The magazine argues that the ceremonial “from the bottle” drinking patterns of rappers and hedge fund types will give way to its use in mixed drinks.

Drinking in America

August 21, 2012 No Comments

Gallup just released their annual survey of US drinking patterns. Earlier this summer, NPR published the results of a study on where and how Americans spent money on booze. Let’s put the pieces together.

Who drinks?

Pretty much unchanged from the past, Gallup reports that two-thirds (66%) of Americans drink alcohol, consuming just over 4 drinks a week.

Last year the number was 64%; the same in 1992 and 1982. The earliest measure reported was in 1939 with 58% alcohol drinkers. For decades, then, two thirds say they drink alcohol. With roughly 200 million Americans of legal drinking age, that means there are 132 million drinkers.

Marketing is Dead – Long Live Marketing

August 13, 2012 No Comments

Harvard Business Review blog had an article by Bill Lee, President of the Lee Consulting Group called Marketing is Dead. The thoughts and ideas are worth sharing.

His view of marketing is that the “traditional” definition and tools are no longer totally appropriate to this new environment. Let’s take a look at his evidence, which consists of three areas.

First, as Mr. Lee puts it, the “buyer’s decision journey” has changed from passive information coming to consumers (amidst tens of thousands a day) to interactive information gathering requested by consumers. The traditional journey, which begins with awareness and familiarity, continues, but now those decision steps are based on Internet searches, word-of-mouth, consumer reviews and other people to people efforts.