Liquor Exec: Top Shelf Sales Will Hold Steady
Filed under: Spirits
With the economy in its current state of disrepair, you'd think the premium liquor sector would be getting a little worried wondering whether people will continue to shell out for the good stuff. No doubt it's a big topic of discussion at Tales of the Cocktail, the big industry fest currently taking place in New Orleans. We asked one attendee, Rob Bryans of top-shelf 10 Cane Rum, for his thoughts on the subject. Premium liquor remains a "must-have" for consumers, he insists, despite the added strain on purchasing power. Bryans, the brand's VP, says that 10 Cane for one insulated itself from market forces to some extent by striving for an excellence that consumers would consider indispensable. The "luxury rum" is made from the first pressing of virgin Trinidadian sugar cane in place of the molasses, a sugar byproduct, used by most others, and the process is overseen by Jean Pinneau, the Master Distiller of Hennessy in France. "Every step of the production process is painstakingly geared towards quality," Bryans tells Luxist. "This is an artisanal approach to rum making."
Instead of worrying about the economy 10 Cane is focusing on new ways of marketing its brand, such as the deluxe Mojito Kit they've come out with for summer, featuring a mixer from our personal favorite, Stirrings. Sounds like good business practice to us; there's nothing like a great drink for a temporary respite from economic pressures.
