Word: shanken
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...popularity of liqueurs has soared, with almost 12 million cases imported in 2006, an increase of 5 million cases since 1995, says Frank Walters, senior vice president of research at M. Shanken Communications, which publishes the authoritative trade magazine Impact. David Henkes, from market-trends company Technomic, says affluent boomers in particular are drawn to "the perceived status symbol of liqueurs and are shifting their spending toward the higher-priced products." But what's really driving the category, says Walters, are younger drinkers. They were first targeted by German producer Jägermeister, whose marketing team hired young women to stage...
Seagram's ad is p.r. heaven: spend a few bucks on an incendiary TV spot, then let the media spread the word. The industry needs the lift: sales of cases of distilled spirits, according to M. Shanken Communications, shrank from 190 million in 1980 to 135 million in 1995--a drop of 29%. Beer and wine marketers, meanwhile, exploiting the mistaken perception that their products contain less alcohol than distilled spirits, used such icons as Spuds MacKenzie and the Swedish Bikini Team to boost sales by even more than the distillers lost...
...then there was the suddenly famous cigar humidor given to J.F.K. in 1961 by comedian Milton Berle. Marvin Shanken, publisher of the magazine Cigar Aficionado, set his sights on it because he worked as a high school volunteer during Kennedy's 1960 campaign for the presidency and, well, because he's the publisher of Cigar Aficionado. "I didn't think about what it would cost me," he says. "I only thought that I wanted it very badly." He expected to "pay a lot," he says, "but to me a lot was under $100,000." He wound up shelling...
While the general public and the Surgeon General still hold their nose, savvy marketing men have taken note of this trend. Marvin Shanken, publisher of the successful Wine Spectator, plans to launch a quarterly magazine, Cigar Aficionado, and fill it with ratings, taste tests and snob appeal. What evidence does he have that it will succeed? "I'd like to tell you I did serious market research," he admits. "But I'm a cigar lover. I just decided to do it and hoped I could find 20,000 guys out there like...
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