Summary of The Business of Spirits
How Savvy Marketers, Innovative Distillers, and Entrepreneurs Changed How We Drink
People are drinking up a storm. No wonder everyone in the liquor industry is in such high spirits.
Not so many years ago, vodka was a pedestrian liquor used to make Bloody Marys, single malt Scotch was for the rich and famous, and tequila was a mainstay at college parties. Walk into a retail outlet or well-stocked tavern these days and your head spins. You can choose from among hundreds of liquors, many in beautifully crafted bottles designed to catch your eye. You can pay $12 or $200 for a bottle – depending on what’s in your wallet and how adventurous you feel. Noah Rothbaum tells a terrific story of how the spirits industry has exploded into a multi-billion dollar phenomenon that shows no signs of slowing. The author, who has extensive experience covering the industry, explains the history of many well-known alcoholic beverages and analyzes the consumer’s modern-day thirst for premium brands. Rothbaum also introduces the distillers, entrepreneurs and marketing whizzes who create and shape industry trends. Whether you’re a whiskey connoisseur or a teetotaler, getAbstract believes you’ll learn a lot and have fun with this book. Cheers!
In this summary, you will learn
- Why the spirits industry is booming;
- Why marketing plays a critical role in driving sales; and
- Why forecasting this industry’s next big trend is so difficult.
Comment on this summary
Customers who read this summary also read
Kogan Page, 2015
Wolfgang Schaefer and J.P. Kuehlwein
Kogan Page, 2015
Kyle B. Murray
University of Toronto Press, 2016
Adam von Gootkin
Career Press, 2015