According to a recent Fox Business article, in 2017, the sale of whiskey, tequila and cognac continued to grow. The Distilled Spirits Council of the United States (DISCUS) says supplier sales in the U.S. rose $1 billion last year. But beer sales continue to decline as spirits overtake 35.6 percent of the market.  “I think it is also linked to the millennials, whom we want to recruit with our brands,” said  Gilles Bogaert, the managing director of finance and operations at Pernod Ricard . “They want newness, they want a product with authenticity and quality, they want a digital connection, so that’s what we try to do with our brands.” Richards recommends focusing on how spirits enhance  “sharing good moments” with friends. Franchisors can think about this recommendation when creating alcohol-focused marketing pieces.  Click here to read the full article.