Summary of The Business of Spirits

How Savvy Marketers, Innovative Distillers, and Entrepreneurs Changed How We Drink

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The Business of Spirits book summary
People are drinking up a storm. No wonder everyone in the liquor industry is in such high spirits.


8 Overall

6 Applicability

8 Innovation

7 Style


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.


Spirits Industry Drinking Up Profits
Americans are thirsty for hard alcohol – whether it’s single malt Scotch, designer vodka or fancy, new cocktails. The popularity of spirits has soared during the past decade and shows no signs of abating. From 1997 to 2005, retail sales increased nearly...
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About the Author

Noah Rothbaum has written about the liquor industry for several national publications, including SmartMoney, The New York Times, The Wall Street Journal and Esquire.

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