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VIDEOThe Men Behind the Liquor Labels
By
Justin Rohrlich
Nov 30, 2009 12:00 pm
See what it takes to get a major spirit named after you.
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The liquor business is a major contributor to the economy, generating about $100 billion in economic activity each year. More than 1.2 million people are employed domestically in the production, distribution, and sale of distilled spirits, according to the Distilled Spirits Council of the United States.
And the holiday season is to liquor companies what tax season is to accountants. About 33% of all liquor sales take place during the last two months of the year, according to the trade group, which makes this a crucial season for companies like Diageo (DEO), Fortune Brands (FO), and Constellation Brands (STZ).
But when we order our Johnnie Walker neat, few of us ever stop to consider the story about the man named on the label. He happens to have been a successful grocer in Scotland. And what about Captain Morgan, a ruthless buccaneer who once served as governor of an island known more for Rastas than rum? Or that Old Grand-Dad was actually someone’s granddad?
We’re doing our part to make you a more educated drinker this holiday season. Click through the slideshow for more liquor trivia. Bottoms up!
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No positions in stocks mentioned.
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