High End Momentum “Defying Gravity,” says IRI

Dear Client:  What is the unemployed cohort drinking? Are they drinking outside of value brands?  Why aren’t we seeing a large uptick in sub-premiums right now? Or are we?  That’s exactly what we asked Patrick Livingston, IRI’s Principal of Bev Alc Client Insights, when we got him on the horn last week.  “It's a really good question, and a big question too, that we're getting from a lot of our clients," he told BBD.  "The good news is that the