Spirits Going After Beer’s Turf

Dear Client:Remember when times were simpler? In the simple old days, beer owned the off-premise while spirits taught themselves to own the on-premise. Beer owned TV and spirits owned print and outdoor. Beer was recession-proof and spirits got clobbered. Those days are over.Spirits companies are much more sophisticated today than they were in the last major recession of 1991. They figured out category management in the off-premise, they started advertising on TV and radio, and they learned to blur the