Diageo plc and Brown-Forman Shares Just Fine on Slowing U.S. Liquor Sales (NYSE:DEO),(NYSE:BF.B)

Diageo plc (ADR) (NYSE:DEO) and Brown-Forman Corporation (NYSE:BF.B) shares traded flat for the day despite a report that U.S. liquor sales fell to 32.9% in 2009 from 33.1% in 2008.
Americans are opting for the cheaper booze or lower shelf brands and drinking at home versus hitting the bars.  2010 could also be the year of the The House Party.

The industry's goal to keep people drinking spirits — no matter the price — and it can then get them to pay for higher-priced drinks when the economy recovers. Most major liquor manufacturers make brands in a variety of price ranges.

For example, industry giant Diageo plc (DEO), based in London, makes vodka brand ranging from cheap Popov to midpriced Smirnoff to expensive Ketel One and Ciroc.  Let's not forget the tasty spirits served up by Brown-Forman (BF.B) such as Jack Daniel's Tennessee Whiskey, Southern Comfort, Finlandia Vodka, Gentleman Jack,and Herradura Tequila.

GET THE HOUSE PARTY STARTED 
Exports by U.S. liquor companies are estimated to have dropped 5.6 percent to about $1 billion in 2009, according to the industry group. That was the third consecutive year they surpassed $1 billion. Canada imported the most with $143.3 million from January to November 2009.

Volume in retail liquor sales increased 2.2 percent as more people entertained at home, the Distilled Spirits Council said. Sales of liquor at restaurants, bars, hotels and nightclubs declined 3 percent in volume.

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