Wines, Spirits, Beers & Ales
The leaders of the industry are unanimous in preferring that more people drink and enjoy beverages, rather than that the individual drink more.
It is gratifying to note the moderation exercised by the public in the use of alcoholic beverages since Repeal. A per capita consumption of one gallon of spirits per year indicates an average of one-third of an ounce per day. Wine consumption is only about one-fifth of an ounce, while the beer average is about 4 ounces. A people whose alcoholic beverage consumption is so low may, without fear of contradiction, be called temperate.
The Guide has been divided into five main sections: wines; spirits; beers and ales; uses, merchandising, control, and so forth; and finally, the Appendices which contain useful, quick reference data. All of the material has been carefully cross-indexed so as to simplify the book’s use for reference purposes.
Condensed information on the entire industry is given, including the description of a product, its method of production, selling, care, and uses in public and private places. Naturally the practices described are those generally used in the United States, unless otherwise specified.
It is the author’s hope that you will find the Guide a comprehensive source of information on all phases of the subject; that producers, vintners, distillers and brewers will find it valuable as a general reference and in equipping their sales representatives with information about the other phases of the industry, which will enable them to win the confidence of their customers; that the wholesale distributor will find it invaluable as a training manual for his staff, and as a reference resource.
The various Appendices have been compiled with a view to practical use, particularly the list of foreign shippers and their American agents, and American producers.
Particular care has been taken in providing information on every phase of the industry for the use of retail establishments, whether off-premise (stores), or on-premise (hotels, restaurants or clubs).
During the Christmas season, there is an opportunity to sell liqueurs in their fancy bottles. It is good business to be posted on these, and to refer to the Guide if one is asked for a liqueur whose style or character may have been forgotten.
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