While these figures underscore the old adage about how people drink more during hard times, the numbers show they also drink cheaper. Overall liquor sales rose by almost 1.5 percent in 2009 (a slowdown from previous years), but revenues remained relatively stagnant as drinkers turned to cheaper brands.
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Around last year's tax day I put up a post called Cheap(er) Drinks: Tips for Enjoyable Drinking Without Going Broke. Well, compared to now, April '08 was downright rosy, and in this post-Madoff era, "drink cheap" has become the imbiber's new mantra.