Marketing & Selling: Seeing the Light


Americans drink 80% of the world's whisky, and the slightest change in their drinking tastes is anxiously watched by the $6 billion U.S. liquor industry. For some time now, the industry has been adjusting to the public shift toward something called lightness—a combination of smoother flavor, lower alcoholic strength and lighter color. The most dramatic and expensive response to this trend has just been made by Seagrams, the world's biggest distiller. Seagrams is retiring its high-selling ($50 million a year) Calvert Reserve and replacing it with a lighter blend of 50 whiskies and aged spirits called Calvert Extra.


Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!