Industry Overview
One of the most thriving industries in the country today is the Wine and Distilled Beverages industry. With more than $30 billion in revenue, including distribution, the industry growth is one that has not slowed down. Distilled liquor is produced by fermenting fruit, grain or vegetables and contains ethanol from the process. Brandy is included as distilled. Alcoholic beverages that have added flavors and added sugar are also distilled and called Liqueurs. Wine is not included in the distilled beverage category.
Wine, in particular, has seen an upsurge in distribution. American wines have come a long way since their beginning and Napa and Simi Valley in California and New York’s Upstate region are the two primary vineyard areas in the USA. Wine sales are better than half of the industry sales with more than $10 billion.
Wine can be found in the Bible and distilled beverages can be traced back over centuries.
Industry Trends
With the ban on broadcast advertising of alcoholic beverages all but gone, you see a trend towards high tech ads on prime time. The industry is being very careful with the products being advertised and disclaimers are attached to every ad to dissuade underage drinking. With a new responsible attitude, more and more ads are coming out, online and on broadcast venues, adding new customers and revenues to the products.
Branded Beverages
Most noted among the brands today are the Anheuser Busch brands for beer and Seagram for a wide variety of alcoholic beverages from coolers to Scotch. Both companies are also involved in a variety of responsible drinking programs as well as ecological and environmental causes.