Beverage Bulletin July 2010

California Beverage Retailers Association

P.O. Box 56686

Sherman Oaks, CA 91413

(818) 788-8120


July 2010

We have a limited number of free passes for Comida Latina and the Western Foodservice Expo. These are worth $60 each. They will be given out first come first served! If you want any, contact the association office right away.


In this issue:

Annheuser Busch tries to reverse sales decline

Scotch Whiskey sales grow in developing countries

Twitter gets into the wine business

Wine in Health News

Marijuana sales in licenses?

Coming industry events

Famous Margarita recipe

New laws pending


Industry News

Annheuser-Busch Inbev CEO, Carlos Brito, has pledged to reverse AB's declining sales. Bud Light and Bud are #1 & #2 in the US market, their sales have fallen every year for the past 21 years as the market, in general, has declined. Brito is positioning the company to grow with micro brews, development in foreign markets, and changes in promotion to stabilize anchor brands like Bud and Bud light. Meanwhile, he is bringing a no frills approach to costs and staffing. During 2009 the company laid off more than 20,000 workers.

Scotch whisky has shown strong growth in China and Brazil and returned to fashion in the US and Europe. US and French sales were both up 13% in 2009. Pernod Ricard and Diageo are investing to take advantage of this growth. Diageo will be opening its 28th distillery in Scotland in a few months. The distillery will be able to make up to 10 million liters of Single Malt a year. The whisky will go into blends including Johnnie Walker and J&B. Meanwhile Pernod Ricard completed expansion of its Glenlivet distillery by 75%.

Biz Stone, the founder of Twitter is entering the wine business. He and other Twitter employees are making wine under the Fledgling Wine label. Two thousand cases of 2009 vintage Santa Lucia Highlands Red and White will be released starting in September 2010. The proceeds will help fund Room to Read, a non-profit that supports literacy programs worldwide.

Wine in Health News

Scientists at Louisiana State University and at the Angiogenesis Foundation are studying possible reasons Wine drinking may inhibit cancer. Wine contains so many compounds that it is difficult to isolate the effects of any one of them. Leading contenders are Reservatrol and other antioxidents, as well as angiogenisis inhibitors, which slow the growth of blood vessels cancer cells need to grow. The studies are trying to create a list of all the compounds with their quantities and strengths in various wines.

A team at Brigham and Women's Hospital in Boston has found that while women gain weight as they age, women who drink 3 to 4 four ounce glasses of wine a day gain less weight than those who don't. Over a 13 year period the women in the study who drank averaged 3.3 lbs gain and non-drinkers gained an average of 8 lbs.

Keep your License!

The state is alive with debate on Legalizing Marijuana sales and use. Proposition 19 on the November ballot, if passed, could possibly allow it in California. One of the questions raised is whether sales would be allowed in premises with liquor licenses. We don't know the answer to that one! But we do know that it is currently against the law to sell or offer marijuana and related items in a licensed premises. The law says that it is a crime to sell or offer for sale “any equipment, product or materials intended for packaging, storing, preparing, ingesting, inhaling, or injecting illegal drugs.” “If you sell it and you know or should have known the customer wants to use it for any purpose involving an illegal drug” you can lose your alcoholic beverage license.


Coming Industry Events

CBRA members can attend most of these events at no cost or a reduced cost. Contact the association office for information.

We have a limited number of free passes for Comida Latina and the Western Foodservice Expo. These are worth $60 each. They will be given out first come first served.

7/4 Independence Day

7/6 Women in Wine San Francisco Hotel Monaco

7/14 Women in Wine Los Angeles Hotel Palomar

7/14 Stars of Paso Robles Tasting Beverly Hills

7/16-20 California Gift Show- L.A.

7/20 FPFC So. California Expo-Disneyland Hotel

8/8 Rhone Rangers Tasting Santa Monica

8/14-16 Comida Latina L.A.

8/14-16 Western Foodservice Expo LA

8/22-23 Family Winemakers tasting San Francisco


Margarita Presidente

Create your own happy hour with this delicious version of a well known bar's famous margarita. Enjoy a bowl of tortilla chips and salsa with your margarita. You'll never want to leave the house again!

  • 1 1/4 ounces Sauza Commemorativo Tequila

  • 1/2 ounce Presidente brandy

  • 1/2 ounce Cointreau

  • 4 ounces sour mix

  • Splash of lime juice

  1. Mix all ingredients together and serve in a salt rimmed Margarita glass filled with ice.


Our industry is more controlled by laws than most others. The State Legislature and the ABC give us license privileges and take them away. More than 100 new alcoholic beverage laws have been introduced, passed, and sign by the Governor since this session started. Many critical issues are still pending. Is your business safe? Members are encouraged to look through the Legislative Bulletin. If there is a new law that is a problem for your business, call the association office now. The CBRA is your voice in Sacramento. If you are not a member, join today. The CBRA is your only voice when it comes to new beverage laws.

Brands and Comments

The CBRA Newsletter has not accepted any payment from any of the brands mentioned in this edition. The editor, Ron Ziff, welcomes comments at

CBRA Membership Remains Open

Now, more than ever, access to your industry is important. The CBRA is California's only statewide association of licensed retailers, and our membership continues to be open for the first time in 20 years.

At CBRA we deal with licenses and regulations that affect the beverage business on a daily basis. That's why CBRA offers practical solutions, unique products, services, information, and timely advice for both large and small beverage businesses. With reasonable fees, superior service, and associates that are easy to reach, CBRA helps you to run your business better and easier.

California Beverage Retailers Association – We know how to get it done.