The Fastest Growth in the Alcohol Category Is Coming at the Higher Prize Points

If you look at the segments within the alcohol category that are doing best, it's hard for me to imagine that what you're getting is people with real drinking problems accelerating that growth. The fastest growing vodka brands are the ones that have a little bit of a price premium. Diagio paid a billion dollars for george caloony's tekela brand, casamigos. Every celebrity under the sun is pushing an alcohol brand at a price premium ons like the ryan reynolds, channing, tatum, matthew mconiha.