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LOCAL ECONOMIC SNAPSHOT | ALCOHOLIC BEVERAGES

A shift in drinking tastes


By MARIA HALKIAS
Staff Writer mhalkias@dallasnews.com

KYLE ALCOTT
Staff Artist kalcott@dallasnews.com

Americans have changed their alcoholic drinking habits in the last decade and again since the recession. Mixed-drink sales in Texas increased the last two years. Sales increases in wine and distilled spirits are happening at the expense of beer, according to Euromonitor International and the Beer Institute. Experts give credit to pop culture such as AMCs hit TV show Mad Men, demographics, new dessert-flavored infused liquors and celebrity endorsements for driving mixed-drink demand.

Post-recession Texans: Ill have a drink with that


During the recession, fewer restaurant meals included an alcoholic beverage. In 2009, mixed-drink sales fell 0.65 percent. That was the rst time sales declined in the 24 years that the Texas Bar & Restaurant Report has been tracking state excise tax data. Now restaurants lead in the rebound. Establishment Restaurant Hotel/arena Bar Racetrack Adult club Total -5% -0.2% +8.6% Sales trend 2011 vs. 2010 +10 % +8 % +7%

Drinking trends: Texas vs. U.S.


Texans seem to be following the growing mixed-drink trend by consuming more liquor in recent years. Overall, Texans drink more beer than the average American, less wine and less liquor. Texas is behind only California in beer shipments. Per capita consumption based on total population (In gallons) BEER
30 25 20 15 10 5 0 94 00 05 10

Texas: 23.9 gallons

WINE
3.0 2.5 2.0

SPIRITS United States: 2.3 gallons


3.0 2.5 2.0 1.5 1.0 0.5 0.0 00 05 10 94 00 05 10

United States: 1.50 gallons

United States: 20.7 gallons 20.7 gallons

1.5 1.0 0.5 0.0 94

Texas: 1.3 gallons

Texas: 1.14 gallons

Where Texans are drinking


Top sellers of mixed drinks in Dallas-Fort Worth hospitality businesses in 2011:
Note: Sales data is from mixed drinks only. Each establishments sales of beer and wine are not included.

2. Gaylord Texan $19.1 million 4. Baby Dolls Topless Saloon $6.4 million 10. Four Seasons Hotel & Resort $4.7 million

9. Sherlocks Baker St. $5 million

7. Billy Bobs Texas $5.4 million

3. Salc Inc. (Hilton Anatole) $10.4 million

1. Legends Hospitality (Cowboys Stadium) $20 million

6. Levy Restaurants (American Airlines Center) $5.6 million

8. Sfuzzi $5.3 million

5. Hospitality International (Ritz Carlton) $6 million

SOURCES: Texas Bar & Restaurant Report; The Beer Institute; Euromonitor International; Texas Alcoholic Beverage Commission

The bottom line


Young people traditionally start with beer, but millennials are consuming wine and spirits more than this age group has in the past. New flavored vodkas and dessert drinks appeal to a younger consumer and more women. Theres also innovative packaging like the Crystal Head vodka. And there's a celebrity factor. Jared Koerten, U.S. research analyst at Euromonitor International A few years ago if you ordered an Old Fashioned or a gimlet, the bartender wouldnt even know how to make it. Cocktails are making a big comeback. Many recipes date back to Prohibition when distillation techniques werent very good and people were trying to hide the bad taste of liquor. Doug Clary, publisher of the Texas Bar & Restaurant Report Ive witnessed the trend across demographics. On a recent ight I was next to a 50-something rotund man wearing an NRA T-shirt and Texas A&M visor made of camouage material. He asked for a double Baileys on the rocks. I was sure he would order a beer.

Maria Halkias, staff writer, The Dallas Morning News

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