Liquor Companies Court Ethnic Groups

After decades of targeting the white mainstream, liquor companies are working tirelessly to expand their reach in various prominent ethnic and racial communities, especially Hispanic, African-American, Asian-American, and American Jewish markets. One example is the annual Whisky Jewbilee in New York, which attracts young Jewish spirits aficionados to try the latest whiskeys alongside kosher meals. To date, nearly 80 liquor brands now vie for attention at the festival.

The liquor business is posting healthy numbers, as supplier sales were up 4 percent in 2014. Industry watchers and insiders note, however, that it is important to keep an eye on evolving trends, as popular liquors one year are quickly gathering dust the next, reports MarketWatch. Full Story

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