The biggest revelation from DISCUS' annual industry review yesterday , in our mind, was the share factor. New product innovations, more advertising and increased popularity among millennials helped spirits take another three-tenths (0.3) of a share point from beer in 2011, reaching 33.6% of the total beverage alcohol market. Since 2000, spirits has taken about 5 points of market share, and the industry doesn't plan on stopping there. DISCUS is looking, long term, for spirits to get back to its heyday in the mid-1970s high of 41% market share of ethanol . Barring any unforeseeable events, "we're confident in our ability to continue to grow," said chief Peter Cressy.