The Decline of Value Vodka Helps Improve Mix

The spirits industry "appears close" to a return to positive mix and premiumization but promotions "are still high," according to research from Trevor Stirling of Bernstein Research. Shipments in control states grew 0.4% in May and rolling 3 month trends grew 2.2%, according to NABCA data. Trevor notes that NABCA growth trends were broadly in line with the overall market in 2009, so we would assume the same holds true in 2010.

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