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Like Any Other Shop. Distillers credit women with increased sales of vodka, rum, aperitifs, bottled cocktails and cocktail mixes. Even the trend to lighter Scotches is due partly to surveys showing that women think pale Scotch has a "nice" color. "Women walk into a liquor store today like any other shop," says Seagram's Tabbat, but they want the stores neat and convenient, and package-goods stores have spruced up as a result. Some distillers think drinking women have even increased male moderation. A man who might tipple too much alone or with other men tends to drink sensibly, they say, when a woman drinks with him.