he appeal of premium spirits cuts across age and cultural demographic lines. The spirits industry has done a marvelous job positioning premium brands with contemporary consumers. Their allure is undeniable. They're marketed in attention
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grabbing packages and offer people a lot of bang for the buck. That's an unbeatable combination. As with most high-ticket items, premium and super- premium spirits don't sell themselves. Convincing a client that a $60 bottle of Russian vodka, a $200
ROBERT PLOTKIN is a judge at the Ultimate Spirits Challenge and author of 16 books on bartending and beverage management including Secrets Revealed of America's Greatest Cocktails. He can be reached at www.AmericanCocktails.com or by e-mail at robert@barmedia.com.
12 • Beverage Dynamics • www.beveragedynamics.com • November/December 2011
