Report: Liquor Growth May be a Fad

A groundbreaking new report just released by the European office of Merrill Lynch finds that recent growth in the US spirits industry may be "unsustainable" and could just be a fad.Merrill Lynch analyst David Tovar carried out a consumer and retailer survey in eight US cities, evaluating six possible drivers of liquor growth, and here they are: demographics, the economy, fashion/fad/culture, marketing/promotions, relative pricing, and the shift from off-premise to on-premise. Guess which factor is driving liquor growth. The answer