Ohio liquor sales reached a record level in 2004.
Sales topped $571 million, according to statistics from the Ohio Department of Commerce's Division of Liquor Control.
The new total represents a 6.5 percent increase in spirituous liquor sales from last year. Spirituous liquor contains more than 21 percent alcohol by volume.
Though the sales increase is consistent with a decade-long trend in the state, higher sales do not always mean Ohioans are drinking more, said Matt Mullins, spokesman for the Ohio Division of Liquor Control. While consumption levels (measured by gallons sold) rose 4 percent in 2004, they often fluctuate while dollar sales continue to rise.
More consumption leads to higher sales, but the primary cause of increases over the years has been continually rising supplier and manufacturer prices, Mullins said.
We've also seen a trend of people buying more premium-priced products
he said.
Cheaper varieties of liquor are absent from the division's top-10 selling brand list, which is topped by Kamchatka Vodka, Jack Daniels No. 7 Black Label Tennessee Whiskey and Bacardi Light-Dry Rum.
Though local sales of hard liquor have increased, consumption levels have remained relatively constant, said Gary Edwards, owner of the Pit-Stop Drive Thru in Nelsonville.
I don't see consumption up as a whole. People are buying more expensive liquors -that makes a difference Edwards said.
Jack Daniels and Jagermeister are two of the most often-sold brands at the Pit-Stop, Edwards said. He attributed the increasing popularity of premium brands to skillful marketing by companies like Absolut.
The Pit-Stop is one of two registered contract liquor agency stores in Athens County. The owners of the other establishment, Lucky Dog Carryout & Drive, 309 W. Union St., declined to comment.
Establishments like Lucky Dog and the Pit-Stop are private businesses, but act as state sales agents when selling more-than-42-proof liquor, said Denise Lee, spokeswoman for the Ohio Division of Liquor Control. Because Ohio is a control state, it is the sole distributor and retailer of spirituous liquor within its borders. The state contracts with private retailers, allowing them to sell state-owned liquor to the public and collect commission on the sales.
The multitude of bars on Court, Union and State streets and some area restaurants have permits allowing them to sell hard liquor if it is consumed on the premises, Lee said. They buy spirituous liquor wholesale from the state.
Being a control state has its advantages, Lee said. Studies show that control states have less alcohol problems compared to non-control states. Also, the revenue from sales provides additional state funding.
State profits from spirituous liquor sales go to the General Revenue Fund and a variety of state services. In fiscal year 2004, $118 million was contributed to the General Revenue Fund, according to the Division of Liquor Control's annual report. An additional $36.8 million was allocated to services such as liquor law enforcement, economic development bonds and alcohol treatment and education programs.
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