Overview

Walk into a liquor store today and you'll be faced with an unprecedented variety of vodka, gin, whisky, cognac, rum and even tequila. In the past decade, the amount of spirits sold in bars, stores and restaurants has climbed nearly sixty percent. Celebrating the acumen of the businessmen and craftsmen responsible for this phenomenal sales growth, The Business of Spirits: How Savvy Marketers, Innovative Distillers, and Entrepreneurs Changed How We Drink, is a cocktail of history and insight into a rapidly growing industry. Journalist Noah Rothbaum takes readers from the cellars of Cognac, France, to the Scottish Highlands to the agave fields of Mexico to find out what's now driving this age old industry. The book explores new production techniques, cutting-edge marketing campaigns and introduces a new crop of crafty entrepreneurs.

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9781609785444

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From LIBRARY JOURNAL: <p> Journalist Rothbaum's expertise in the alcoholic beverage category has been featured in trade and business media. His book briskly moves readers through relevant history from Prohibition to the present. Though the book is organized by drink categories, e.g., whiskies, vodkas, cocktails, including the latest trends, Rothbaum's common thread is the move away from the temperance movement toward more sophisticated lifestyles that demand 'premium' brands. Many books address the experience of drinking particular beverages from the perspective of the consumer. This book is just as educational but provides a broader context about trends over decades and the profit motive that impacts why there are so many products on the market. For example, vodka brands are everywhere because it can be produced, marketed, and enjoyed within a year, compared to Scotch, which commonly takes 12 years before it is consumed. Other books, such as John Kobler's Ardent Spirits: The Rise an

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