Distilled spirits will show a slight increase in unit sales this year, the first growth in 15 years, according to Impact, a publication for the alcoholic beverage industry. The total spirits category is expected to increase 0.3% in 1996 to 135 million cases depleted. Impact said premium brands are showing the way, with the top 25 premium and super-premium brands expected to be up 4.9% to 28.8 million cases depleted. The turnaround comes as some liquor marketers are attempting to move into TV and radio advertising, previously off-limits to hard liquor. They have been citing falling sales and the need to compete with wine and beer marketers, who use broadcast.
Copyright December 1996, Crain Communications Inc.