Vodka Sales Get Hammered

Sales of whiskey and other brown liquors will keep rising as vodka loses favor

Call it the Mad Men effect: Sales of whiskey and other brown liquors continue to rise as vodka sales tumble. It’s not all Don Draper’s fault. More than 200 new vodkas entered the market in recent years; the increased competition trimmed prices and watered down the image of brands such as Diageo’s Ciroc and Pernod Ricard’s Absolut. Aged whiskeys such as bourbon and Scotch have a provenance and are key ingredients in classic cocktails—think Manhattans and old-fashioneds—that are again popular, says Eden Laurin, managing partner of the Violet Hour bar in Chicago.

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