The Spirits Are Alive

It’s time to start shaking the spirits from their slumber because Tales of the Cocktail is about to begin. Join us as we kick off Tales of the Cocktail 2010 with a media event that’s more party than press conference. You’ll meet some of the authors, chefs, mixologists and celebrity guests that will star at this year’s events as well as the 2010 Cocktail Ambassador Wendy Warren.

In addition to meeting the stars of the Tales 2010, we will be making some exciting announcements. This summer we will launch the Sazerac Seal of Approval program and an expanded Trails of the Cocktail scholarship program. And what would a Tales of the Cocktail event be without sharing at least a couple drinks. You’ll be able to sample the official cocktails of Tales of the Cocktail 2010, Death in the South Pacific and the official non-alcoholic cocktail. The “Self-Imposed Prohibition Punch,” as we welcome in the most spirits event of the summer.

Retail drinks sales for at-home consumption in the country have increased by 21% since 2004 to reach around US$80bn, market research group Mintel said today (15 July).

Its figures highlight a long-term shift to at-home drinking in the US; a shift that the alcohol industry’s own statistics suggest has speeded up during the country’s recession.

Mintel said that consumers are looking to save money in the off-trade, not only by avoiding bars but also by switching brands. More than a quarter of respondents to a Mintel survey said that they have traded down to cheaper drinks brands in the last year. The research firm did not detail how many consumers had been approached for the survey, however.

“About half of those who report drinking alcohol at home are drinking less than they did a year ago, but the market is still enjoying viability,” said senior Mintel analyst Goel-Lal.

The research group’s findings back up industry figures.

Price wars between rival retailers and drinks firms helped the US spirits market to expand by 1.6% in volume in 2009, despite the country’s economic problems, according to Beverage Information Group’s recently-published Liquor Handbook.

Sales of spirits in the on-trade fell by 3% in volume in 2009, compared with 2008 levels, said the group.

Diageo said earlier this month that the development of pre-mixed cocktails for at-home drinking was dominating the Smirnoff and Captain Morgan producer’s innovation agenda.

There have been signs of an upturn in the US spirits market over the last few months.

Spirits volumes in the 19 control states in the US crept up by 0.4% in May, according to the National Alcohol Beverage Control Association (NABCA).

“Rolling three-month trends were up 2.2%, with the positive trend continuing,” said Sanford C Bernstein analyst Trevor Stirling in a note this month. “Notably, the impact of brand mix was marginally positive in May, for the first time in two years.”

VnC Cocktails were part of the NRA Show in Chicago at the end of May 2010. The VnC Cocktails stand was in the South Hall as part of the New Zealand group stand and plenty of cocktails were sampled alongside other New Zealand delicacies for the National Restaurant Association attendee’s from the USA and around the globe.

Celebrating its 90th anniversary, NRA Show 2009 and the second-annual International Wine, Spirits & Beer Event provided a high-energy forum where tens of thousands of restaurant and hospitality operators from across the U.S. and around the world connected with exhibiting companies to find solutions to boost business.

VnC Cocktails announce they will exhibit here and show the rest of the world what good old New Zealand can do.