The Rise and Fall of Liquors

Liqueurs hit this stage of becoming really stagnant, all these diffuse brands that couldn't quite find their place. But it was also like there was definite nervousness that maybe a drink that was made out of sugar, cream, and whiskey had just maybe had its moment. Now we're very happy to have grannies drinking balies, but obviously we wanted a wider consumer franchise. It wasn't inevitable that we would find our way back to growth, that's for sure.