For some reason that I do not understand, the USA undergoes Liquor Trendiness. We've had vodka, rum, whiskey and most recently, tequila. Probably the most noticeable symptom is a profusion of gourmet labels of the particular hooch involved - available for extreme prices, of course. Next on the list is gin, IMO. About the best bottle of gin ya can buy in the USA is Bombay Sapphire (to which I owe my love of martinis). It's about $25 for a 750ml bottle (a "fifth") here in NC, USA. That is dirt cheap compared to the price of high end bottles of anything else. And that suggests gin is ripe for a run. The yuppies are gonna discover this stuff, and demand the Premium Label Sh!t that sells for exorbitant prices. So, what publicly traded company is in the best position to benefit from the coming Gin Trend? What's the best way to capture this trend, options, stocks, futures? What's the best short? EDIT: And I will be so glad when tequila drops in price. Sheesh. I remember the first time I was in some Mexican restaraunt, asked the waiter for a snort of tequila, and he brought me a freaken Tequila List! Holy mackral! I just wanted some rotgut. Sigh.