Is the “Golden Age” of Spirits Over?

Dear Client:Could it be true that “the golden age of growth in the US spirits market is unlikely to return?” This is according to a new report from Barclay’s Alex Oldroyd, who believes “the industry is unlikely to return to its previous attractive growth rates and unlikely to regain its premium valuation.” According to Alex, spirits companies should consider investing more dollars in marketing after “a period of lower marketing and heavy price promotion.” Some factors not in spirits’ favor