Low-grade alcohol flying off shelves

Dan Lorentzen wishes he could still drink Smirnoff vodka.

But the Clio senior cannot afford to. With the economy lagging, Lorentzen has downgraded the quality of his vodka to Burnett’s.

“When I’m picking alcohol, I tend to buy low-grade stuff to save money,” Lorentzen said.

Lorentzen is not alone. According to a recent report by an alcohol industry group, people are drinking more liquor, but selecting cheaper brands.

The study also indicates that people are drinking more often at home than at expensive bars and restaurants. Sales in stores, which make up about 75 percent of liquor sales, increased by about 2.1 percent, while sales in restaurants dropped 3 percent.

Last year, liquor brands that sell for less than $10 a fifth, such as Popov vodka, increased sales by 5.5 percent from those of 2008.

The sale of more expensive brands that sell for $30 or more per 750 ml bottle, such as Grey Goose, plummeted by 5.1 percent.

Local effect

Dave Devine, owner of The Store, 2128 S. Mission St., said cheap liquor is flying off the shelves.

He said the prices for top-shelf brands, namely Smirnoff and Captain Morgan, have increased, prompting brands such as Burnett’s vodka and gin to see a sharp increase.

“Liquor instead of beer, more bang for your buck,” Devine said.

Sandeep Singh, manager of Liquor 1, 1707 S. Mission St., has noticed similar liquor trends.

“Sales have definitely increased a bit,” he said. “The number of cheap alcohol sales have increased. The pricier stuff sells more during the holidays.”

Singh said the average college student that visits generally buys fifths that fall within the $10 to $15 price range.

“Most college students will pick quantity over quality,” he said.