Johnnie walker blue

Drinks Up! Sales of Luxury Booze Surging Again, and So Might Prices

Filed under: Spirits

Americans bought more high-end and super-premium drinks in 2010 than the year before, says the Distilled Spirits Council of the United States (DISCUS). And while it is a good sign for the economy, the trade group said the levels of purchase are not yet back to pre-recession levels.

Overall spirits consumption was up 2% last year, a slower rate of growth than the 2.9% average annual growth between 2000 and 2007. Sales of high-end brands and products by volume were up 3.3% and sales of super-premium products were up by 10.6%, said DISCUS. Sales of super-premium products rose an average annual rate of 14.7% 2000-2007. "We aren't back yet to where we were, but the signs are all there for a steady recovery," says DISCUS CEO Peter Cressy.

While the news that people are feeling comfortable about buying super-premium liquor is a good sign for the economy, it also means prices to could climb in 2011. Any uptick in consumer demand could embolden spirits makers to raise prices.

Tags: ardbeg, booze, DISCUS, effen vodka, Grey Goose, Johnnie walker blue, spirits sales 2010

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Selling Scotch With A Fancy Book

by Deidre Woollard (RSS feed) —

Filed under: Spirits

Kevin over at The Scotch Blog has an interesting post on "The Blue Label Book" a sumptuous book given out for free to tempt high-level execs into springing for the expensive (around $200)Johnnie Walker Blue . Kevin checks out the book and reports that it is a lovely blue linen and gold-edged affair that is rather light on content. The 96-page book shows the "best seat in the house" for theaters, opera houses and restaurants in 12 cities around the world as well as paintings of the beautiful people enjoying Johnnie Walker Blue. The book is light however, on Scotch details or the history of the Johnnie Walker Blue itself. The principle here seems to be the same vaguely insulting slant that we have seen used to sell other pricey liquors that it isn't about whether or not you appreciate what you are drinking it is about whether you are deep-pocketed and elitist enough to spring for it.

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Tags: expensive, johnnie walker blue, marketing, scotch, whisky