Post recession we've seen the average retail price of both wine and spirits steadily, if not hesitantly, continuing to rise. In fact, Nielsen data shows that the average retail price paid by consumers has risen in the range of 3% over the last year. "There is no question that the rise in price/mix in both categories with higher priced price tiers performing better than the lower ends is a key contributing factor," Danny Brager, svp beverage alcohol at Nielsen, tells WSD.