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[email protected] “First you take a drink, then the drink takes a drink, then the drink takes you.” CREATIVE DIRECTOR F. Scott Fitzgerald (1896 — 1940) Pilar Taylor CONTRIBUTING WRITERS Luke Anthony Norma Butterworth-McKittrick I have been involved in the alcohol industry for three decades now. Throughout my IABD CONTRIBUTIONS career, I have witnessed trends come in and out of vogue but, in my opinion, a recent Tonya Dusold Shannon Hagge swing in the marketplace is cause for concern. Suppliers seem to be rushing to develop products with highly concentrated alcohol (HCA). Top shelf and value brands alike are ADVERTISING & PRODUCTION MANAGER introducing 100-proof or higher versions of best selling labels. Popularity and avail- Margriet Linthout ability of traditional HCA products, such as absinthe, are increasing as well. For more information about this publication and/or advertising rates, call Margriet Linthout at While 80-proof has been the upper strength for most liquor, there has always been 205.933.0355.