Word: shanken
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Dates: during 2000-2009
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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...
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