The Great Depression

By Matthew Yglesias

It’s a recession when you start cutting back on your drinking to save money, it’s a depression when you start turning to Popov:

Industry growth slowed in 2009, with the amount of liquor sold by suppliers up 1.4 percent. That’s the smallest increase since 2001 and below the 10-year average of 2.6 percent.

The lowest-priced segment, with brands such as Popov vodka that can go for less than $10 for a fifth, grew the fastest, with volume rising 5.5 percent, after edging up 0.6 percent in 2008. Meanwhile, the most expensive brands, priced roughly $30 or more for a 750 ml bottle (think Grey Goose, owned by Bacardi), fell the most, tumbling 5.1 percent.

Frightening.

4 responses to “The Great Depression

  1. On the other hand, now’s the time to invest in Schaefer beer.

    By the way, Popov was around $4 a fifth at the PX Class VI store. But only the second cheapest. There was something called Red, White, and Blue that made just about everything, all in identical bottles, save for the word “whiskey” or “vodka.”

  2. In California stores, Popov was definitely superior to Winner’s Cup (and, I’d say, better than Taaka too).

  3. Popov seems to be the breaking point with vodka. For the most part, even dedicated vodka-philes can’t tell the difference between Grey Goose and Stoli. It’s only when you get as low on the shelf as Popov that there seems to be any noticeable difference between any of them. Money spent on premium vodka is money wasted (says I, giggling into my bourbon).

  4. Pingback: Case of the Mornings « San Francisco, For the Win

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s