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According to a recent <a href="http://www.foxbusiness.com/features/america-loves-to-drink-and-pernod-ricard-is-sipping-up-the-profits?utm_source=1851franchise.com&utm_medium=article&utm_campaign=fox-business-america-loves-to-drink-and-pernod-ricard-is-sipping-up-the-profits-2705778" target="_blank" rel="nofollow" target="_blank">Fox Business</a> article, in 2017, the sale&nbsp;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.&nbsp;

&ldquo;I think it is also linked to the millennials, whom we want to recruit with our brands,&rdquo;&nbsp;said&nbsp;Gilles Bogaert, the managing director of finance and operations at <a href="https://www.pernod-ricard.com/en?utm_source=1851franchise.com&utm_medium=article&utm_campaign=fox-business-america-loves-to-drink-and-pernod-ricard-is-sipping-up-the-profits-2705778" target="_blank" rel="nofollow" target="_blank">Pernod Ricard</a>. &ldquo;They want newness, they want a product with authenticity and quality, they want a digital connection, so that&rsquo;s what we try to do with our brands.&rdquo;

Richards recommends focusing on how spirits enhance&nbsp;&ldquo;sharing good moments&rdquo; with friends. Franchisors can think about this recommendation when creating alcohol-focused marketing pieces.&nbsp;

<a href="http://www.foxbusiness.com/features/america-loves-to-drink-and-pernod-ricard-is-sipping-up-the-profits?utm_source=1851franchise.com&utm_medium=article&utm_campaign=fox-business-america-loves-to-drink-and-pernod-ricard-is-sipping-up-the-profits-2705778" target="_blank" rel="nofollow" target="_blank">Click here </a>to read the full article.&nbsp;

Fox Business: America loves to drink and Pernod Ricard is sipping up the profits

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The rise in the consumption of spirits continues as beer sales decline.

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Fox Business: America loves to drink and Pernod Ricard is sipping up the profits

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