Research Publication Title

Do Alcoholic Beverage Companies with Pre-mixed Canned Drinks Generate More Revenue than Brands Without them?

Major

Economics

Faculty Mentor(s)

John R. Swinton

Abstract

The U.S. alcoholic beverage industry was responsible for over $400 billion of revenue in 2010.The industry had employed over 3.9 million people in 2010. In 2010, the industry paid over $21 billion in state and local taxes. Beam's ÔSkinnygirl' brand grew by 388% in volume between 2010 and 2011.Increased sales volume can indicate changes in consumer preferences. Changing consumer preferences are important as they can shift the demand curve in production functions.Capitalizing on new trends generates more revenue for firms.Local and state governments also benefit from increased sales via increased tax revenue.Do the increased sales from pre-canned mixed drinks by beverage companies signal a new and growing trend in the alcohol industry?

Start Date

10-4-2015 2:30 PM

End Date

10-4-2015 3:30 PM

Location

HSB 300

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Do Alcoholic Beverage Companies with Pre-mixed Canned Drinks Generate More Revenue than Brands Without them?

HSB 300

The U.S. alcoholic beverage industry was responsible for over $400 billion of revenue in 2010.The industry had employed over 3.9 million people in 2010. In 2010, the industry paid over $21 billion in state and local taxes. Beam's ÔSkinnygirl' brand grew by 388% in volume between 2010 and 2011.Increased sales volume can indicate changes in consumer preferences. Changing consumer preferences are important as they can shift the demand curve in production functions.Capitalizing on new trends generates more revenue for firms.Local and state governments also benefit from increased sales via increased tax revenue.Do the increased sales from pre-canned mixed drinks by beverage companies signal a new and growing trend in the alcohol industry?