Uberdrinkers Going Horizontal

November 2, 2011 Uberdrinkers Going HorizontalDear Client: The story about beer losing share conceals a sexier trend, the emergence of an uberdrinker who goes horizontal. You've heard this part before: In combined channels, beer continues to see share erode, as it currently only captures 41.1% of the incremental dollar growth relative to its majority 68.2% share of total alcohol. More numbers for your next cocktail party: Wine delivers around 36% growth to its 18.9% share, and spirits overindex too, with