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Revenues Soar For High-End Liquors

With fancy bottles and high price tags that often have little to do with the quality of the product inside, the liquor industry looks a lot like the perfume business these days. Hundreds of new choices--from flavored liquors to the new Bong Vodka (named for the bottle's shape)--are popping up to satisfy an apparent growing thirst among Americans to sip more attractive and expensive alcoholic beverages.

In the last two years, spirits companies have introduced more than 210 varieties of flavored vodkas, rums and tequilas; and dozens more "superpremium" varieties priced at an average of $25 a bottle and higher. Measured by liters sold, sales of spirits are up 10% since 2002, according to Information Resources. Revenue from liquor sales is rising even faster--21% since 2002.

Some celebrities who have touted their favorite spirits--and seen the effect they can have on sales--have joined the business. The rapper Jay-Z became so enamored of Armadale, a high-end vodka, that in 2002 he bought the company, which is based in Scotland.

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