Craft Spirits Fattening their Piece of the Pie (and why it

Dear Client: A funny thing happens when you examine spirits growth trends from 2012. All of the big spirits players like Diageo, Pernod Ricard, Bacardi etc. grew sales in the single to double-digit range, but if you look closer they also lost dollar share. Diageo lost -0.7 dollar share points, Pernod lost -0.2 and Bacardi lost -0.4 points, per SymphonyIRI year-to-date scans for December 30. How can that be? Well, it's because they're not keeping pace with the category growth,