It should be obvious to most readers that the Preacher and Premiumization are dying, at least insofar as most are concerned. We are now involved in the perfect storm and without a damn lifevest. Here are the factors.
1. The growth of mega-conglomerates, the Diageo's who are buying brands and opening up new markets faster than the the Frozen One's freebie conveyor belt.
This has two important effects: first is that it puts incredible pressure on aged reserves, and second is the production of new profitable spirits and and products.
2. The rape of the economy by the same mega-corporatocracy, and the current destruction of the middle class, while a relatively small if not tiny upper class enjoys record incomes and bonuses.
Thus we see first, the introduction of super duper intergalactic premium products of spirts selling for hundreds, if not thousands of dollars and delivered in literally gold plated, hand blown objets d'art bottles in hand made, numbered fine wood and glass cases. Hand blown also represents what the buyers can expect with each, uh, limited release.
Second we see the death of formerly fine spirit, formerly enjoyed by the middle class. Great rum, and more than pleasant whiskies at reasonable prices (under $100, and even under $30). These tried and true classics will find that the new mega-corporate owners cause subtle and not-so-subtle degradation by minimizing the older aged components, and reblending for again, increased profit. These dwindling older stocks are then reserved for new "premium" releases at higher profits.
Another result is the release of NAS (no age stated) products that want us to believe that the new NAS malt is "just as tasty" as the formerly age-stated version. Thus you see the end of say Johnny Walker Green or Gold - and not because they weren't selling. Last - for example, in rum - is the explosion of the Batshit Dingleberry flavored spirits (beginning too in whiskies), wherein cheaper, younger spirits are fluffed up with flavorings and promoted as "the next big, exciting thing".
Bullshit.
And a word about "Vodka"
Thanks to Sydney Frank, vodka too enjoyed its period of amazing premiumization. It is poster spirit for the above trends, especially because vodka requires no artisanship, and that which is claimed is mindbogglingly phoney. The only thing "premium" about vodka is its marketing. That vodka became a major, multi-billion dollar segment of spirits sales - based on a product and brands that even die-hard fans can't identify - is the ultimate con job.
For the monkey's that don't believe me, choke on this banana...
Oh yes, the fackin "artisans" over at Archer Daniels Midland! Sure. No wonder that my Penultimate Vodka Taste Test revealed that a die hard Pinnacle drinker not only rejected his own brand, but called my phonied up diluted grain alcohol "vodka" a near tie for the winner.New York Times: "In fact most so-called vodka producers do not even distill their own spirits.
In the United States almost all vodka producers buy neutral spirits that have already been distilled from grain by one of several big Midwestern companies like Archer Daniels Midland. The neutral spirits, which are 95 percent alcohol or more, are trucked to the producers, where they are filtered, diluted and bottled. In our tasting only one brand, Teton Glacier Potato vodka, was distilled by the producer. Another producer, Hangar 1, distills a portion of its spirits and buys the rest."
But the death of premiumization is true for vodka as well...
Are we really this dumb? Are we really just blathering sheep dutifully marching toward our spirits slaughter? I think not! da'Rum's boycott is looking more reasonable all the time. We can and should all speak out - all over the net for purity, quality and honestly stated age. We should stand completely against unlabeled additives.New York Times: "It might seem logical that people would drink more in a recession. In fact, liquor sales in the United States are up slightly, about 1 percent in the year ended Jan. 25, compared with the year earlier, according to Information Resources, a market research firm.
The more pronounced trend is that some consumers are switching to the cheap stuff. Over the same period, consumers bought $36 million worth of Popov, up 8 percent.
Sales over all in the “popular” vodka category, costing $6 to $9 a bottle, increased 14 percent. "
Remember: the beauty of the net is that a few insistent voices, appearing wherever possible will encourage other fellow travellers to come forth. This really works...
