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according to Impact advertising alcoholic beverage American Anheuser-Busch Bacardi beer beverage sales bottle brands brewers Brewing Company cabernet sauvignon California California wine campaign Canadian Canadian whisky chain chardonnay chef consumers cooler Coors customers depletions director distilled distributors Draft drink drinkers executive ﬁnd ﬁrst ﬁve ﬂavors Glen Ellen going grapes growers Guinness Heublein Hiram Walker Impact Databank imported increase Jim Beam label Light liquor manager Market Watch ment menu merlot Michelob Miller Miller Brewing Company million barrels nine-liter non-alcoholic brews off-premise on-premise operators packaging percent popular-priced premium proﬁt promotion reports restaurant restaurateurs retail Robert Mondavi says Scotch Seagram segment sell Shanken single malt single malt Scotch sumer summer suppliers taste there’s tion trade varietal vice president Vineyards vodka whisky wholesalers wine list WINE SPECTATOR winemakers wineries York