Guest column: more and better

Cheers, April, 2004 by Mike Ginley

I just returned from the Cheers Beverage Conference in Irvine, California. Coming home to my family, I reflected on how impressed I was with the passion and professionalism of the people I had met, who clearly demonstrated to me their dedication to making a difference in and fueling the future success of our industry. One of the things that impresses me most about the beverage alcohol industry is the drive people have to make an impact. No matter how big or how small, they pride themselves in their ability to contribute and make a difference. In this respect, we are all true champions of the industry.

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Several presenters during the conference used the old adage that "people are drinking less, but better." This comment, while supporting the fact that people are drinking more premium spirits brands, can paint the picture that our industry is in a decline. In fact, the opposite is true. Beverage alcohol consumption has enjoyed five straight years of steady growth across the board. Today, consumption is at an all time high, driven by premium brands. Per capita consumption is growing again for the first time since the 70's. People are not drinking less, but better. People are drinking more and better.

As champions of our industry we must all recognize and celebrate this fact. By sticking with the cliched words of the past to describe the health of our business we are saying that we are willing to accept the decline of our industry. It is as if to say "as long as people are drinking more expensive products, a decrease in consumption is OK." Not so.

We all have a responsibility to passionately champion our industry and it must start with the words we use to describe the current state of our business. Volume declines look to be a thing of the past and continued strong growth must be our common vision. People that are passionate about what they do focus on winning, not on being an also-ran.

We must raise the bar on our expectations and recognize that we have a lot to be proud and excited about. Be proud that you work in an industry rich in cultural tradition and history where people make a difference. Our products are enjoyed responsibly by millions of consumers and are part of healthy lifestyles. Beverage alcohol products enhance the on-premise experience and are a very profitable part of a successful food and beverage operation.

Let's make sure that we celebrate the industry's current momentum and continue to build on it. Not too long ago, there was a sense of social stigma attached to beverage alcohol. Today, the culture has shifted. The medical industry has noted the health benefits of responsible consumption. We are starting to see our industry celebrated in popular culture. Premium products are fashionable and you don't have to look far to see the evidence--from television shows like. Sex And The City." to Billboard-topping music, to magazines. This is an opportunity that we must capitalize on now to drive the continued health of our industry.

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Prosperous on-premise operators already recognize the importance of a successful beverage program, but we can all do more. Make sure that you carry the right assortment of premium brands, that your beverage offerings are effectively merchandised, that your staff is properly trained and motivated to educate guests and, finally, that you aggressively promote your beverage program. Suppliers like Allied Domecq can assist you with any of these steps by providing information, tools and program support.

Mutually beneficial partnerships between on-premise operators and suppliers not only makes this the best business in which to work, it holds the key to our continued future success. Remember, people are drinking more and better. Let's make sure that we all celebrate this and not accept anything less for our future.

Mike Ginley is vice president national accounts, Allied Domecq Spirits North America.