A first look: wine and spirit numbers up for 2004

Cheers, April, 2005

Traditionally one of the most popular sessions at the Cheers conference is the presentation of the beverage alcohol industry's most reliable research data on the latest trends. Tiziana Mohorovic, director of information services at Adams Beverage Group, spelled out new and ongoing consumption trends in beer, wine and spirits.

According to Mohorovic, spirits consumption continues to rise, up by more than 4 percent in 2004. Vodka continues a dominant role in the spirits category, with more than 130 new vodkas launched in the last three years. Wine also showed gains, with consumption up more than 3 percent last year. Importantly, beer bounced back in 2004 with roughly 0.7 percent increase, after it dipped by about 0.3 percent in 2003. Still, it's the smallest increase since 1997 for the category and is losing share to wine and spirits.

Some areas poised for future growth: classic cocktails with a twist; gin and whiskey categories; wines with catchy names and clever packaging; sparkling wines, ports and others; and imported, light and craft beers.

[ILLUSTRATION OMITTED]

Mohorovic suggested that operators should look to products that add more flavor, but not just flavored vodkas. She also advised adopting beverage "flights"--a group of small portions to taste--beyond wines; introducing signature branded cocktails focusing on other than spirits; introducing more fresh juices, exotic garnishes and interesting glassware; beverage menus that cater to all types of diners; and to balance price with value without neglecting service.