The big difference between beer and spirits is that spirits like vodka and Scotch offer consumers a wide range of flavors and mixable options and you can buy them in a range of price points.

It's the only way to be objective.

A middle-class man making $40,000 might not be able to buy a new BMW. But he can buy the occasional bottle of vodka for $35 a bottle. People are drinking less than they once did, but they are drinking better.

Spirits are perceived as affordable luxury. People are more careful with their spending today. Maybe they can't buy a $40,000 BMW but they're willing to buy a good $60 to $70 bottle of Scotch. You don't get that kind of trading-up feeling with beer.

Why is American beer served cold? So you can tell it from urine

If a burglar drops a cigarette or takes a swig of beer [at the crime scene], the investigator can submit the cigarette or bottle and just swab it. The prior technology couldn't handle a low level of DNA evidence like that.