Christmas cheer may be downgraded to Christmas cheap as those who like to celebrate with the season’s spirits pinch pennies on booze. The brandy in the eggnog? It might be from a bargain bottle of St. Remy rather than the $50-plus armagnac way up there on the top shelf. The dinner wine could be flowing from a box.
And that vodka and cranberry at the yuletide party? Don’t be surprised if the pricey Grey Goose has taken flight and been replaced by that old utilitarian stand by, Smirnoff. Customer numbers at Colorado liquor stores aren’t down and liquor excise taxes are up 7 percent this year, lending credence to the old saw that people continue to imbibe in tough times. But liquor store owners and liquor industry officials say drinkers are avoiding high- end spirits in favor of more moderately priced goods. Or if they can’t stand to give up their ultra anejo tequila and single-malt scotch, they may buy it in smaller quantities.
“I’ve never seen an environment like this,” said Jim Smith, president of Republic National Distributing Co., who predicts that by the time the tinsel comes down, liquor retailers will have had a decent overall season. But their revenues just might come more from $20 premium boxed wines. Sales of the penny-wise cartons have jumped 40 percent in the past month, according to a survey by A.E. Nielsen. Or from economy vodka, which the survey showed has jumped 7 percent while sales of luxury vodkas have declined.
I like mine with a twist.
