The Decline of Value Vodka Helps Improve Mix

Dear Client: The spirits industry "appears close" to a return to positive mix and premiumization but promotions "are still high," according to research from Trevor Stirling of Bernstein Research. Shipments in control states grew 0.4% in May and rolling 3 month trends grew 2.2%, according to NABCA data. Trevor notes that NABCA growth trends were broadly in line with the overall market in 2009, so we would assume the same holds true in 2010.The impact of brand mix on value