A survey of operators indicates that an increase in alcoholic beverage sales, especially wine, may be due to changing adult lifestyles. Taste preferences for white wines, "white" spirits (vodka, rum, tequila, gin) and beers reflects heavy advertising by manufacturers and promotion by merchandisers. Operators are restocking their bars to feature a wider variety of brands, expanding their house drink lists, and matching new drinks with food. Young drinkers are consuming more spirits and wine, whereas older people are drinking less spirits and beer; but many patrons are demonstrating an increased knowledge of wines. Premium and imported beers are gaining in status and light beers are growing in popularity. New merchandising ideas that take advantage of these trends will keep profits up for tavern operators, restauranteurs and the alcoholic beverage industry.
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