S.W AND RICH HERMANSEN
Staff Writers
wine@lbknews.com
Observers of trends in the alcoholic beverage sector have no illusions about the headwinds their industry is facing. Tariffs are
forcing exporters and importers alike to look for new markets. US exporters have lost the lucrative Canadian market. Importers of European Union wines and liqueurs are being priced out of the market. Long term trends show decreased volumes of alcoholic beverages sold. Dry January resolutions in the 2026 New Year have taken a bite out of 2026 sales. Health risks of moderate and heavy drinking have raised concerns among young women, senior citizens, and automobile drivers. The drinks and dinner with wine evenings of the pandemic years have reverted to workouts and early evening events followed by sober drives home for the night.
The strategies for the alcoholic beverage industry going forward seem inclined to compensate for lower volumes of sales by shifting consumers to better quality beverages at higher prices. Here’s how that might work.
Take sales of spirits such as Scotch, Kentucky Bourbon, or Tennessee whiskey as an example. These classic spirits as a rule have a higher proof (ABV – Alcohol by Volume) than cheaper alternatives. Drinkers of these spirits may pay more per bottle than buyers of cheaper bottles, but, as we learned while in bars in Scotland and watching locals, diluting a single malt Scotch with about one-third cool water not only increases the volume of the drink but also enhances the taste of the whiskey. One may drink less whiskey but drink better following this practice of people who know best from a long tradition of Scotch and water, barrel-aged Bourbon and Branch, and “Whiskey in my water” as famously recommended in the country song ‘’Tennessee Whiskey”, by David Allan Coe and made popular by George Jones and Chris Stapleton.
Buyers of supermarket lower price tier white wines have to realize that high local, state, and federal taxes on wines, increased even more by tariffs, mean that buying a good but cheap Chenin Blanc or Pinot Gris/Grigio and mixing it with Topo Chico sparkling mineral water or another non-alcoholic soda will reduce the amount of alcohol consumed and make a better drink. Wine from authentic wine producers will taste better even if mixed with sparkling water or fruit drinks.
Of course, the strategy of buying better wines and drinking less of them will help reduce health risks and increase pleasure. If that proves difficult, try exploring high quality wines that have not become popular as yet. Australian Shiraz and Grenache blends, South African Chenin Blanc, and German Pinot Noir come to mind. Drink better but less, my friends.
S. W. Hermansen has used his expertise in econometrics, data science and epidemiology to help develop research databases for the Pentagon, the National Institutes of Health, the Department of Agriculture, and Health Resources and Services. He has visited premier vineyards and taste wines from major appellations in California, Oregon, New York State, and internationally from Tuscany and the Piedmont in Italy, the Ribera del Duero in Spain, the Barossa Valley and McLaren Vale in Australia, and the Otego Valley in New Zealand. Currently he splits time between residences in Chevy Chase, Maryland and St. Armand’s Circle in Florida.
Rich Hermansen selected has first wine list for a restaurant shortly after graduating from college with a degree in Mathematics. He has extensive service and management experience in the food and wine industry. Family and friends rate him as their favorite chef, bartender, and wine steward. He lives in Severna Park, Maryland.
