Consumers want value. We hear that a lot. What it actually means is another story. "Too often value to many restaurant operators, bar operators and even people who are selling beverage alcohol comes down to cost," said Technomic vp David Henkes, who moderated a panel on the alcohol beverage industry during the National Restaurant Association's 2012 show. "Cost is one driver of value but our thesis today is that if you're talking about price as it relates to value you've already lost the game."