{"page":"\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/resources-572d6a42.css\" /\u003e\n\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/lp_boclips_stylesheets-f4d0de30.css\" media=\"all\" /\u003e\n\u003cdiv data-title='High end, expensive speciality beers hit market' data-url='/boclips/videos/5c54c06cd8eafeecae14aa48' data-video-url='/boclips/videos/5c54c06cd8eafeecae14aa48' id='bo_player_modal'\u003e\n\u003cdiv class='boclips-resource-page modal-dialog panel-container'\u003e\n\u003cdiv class='react-notifications-root'\u003e\u003c/div\u003e\n\u003cdiv class='rp-header'\u003e\n\u003cdiv class='rp-type'\u003e\n\u003ci aria-hidden='true' class='fai fa-regular fa-circle-play'\u003e\u003c/i\u003e\nVideo\n\u003c/div\u003e\n\u003ch1 class='rp-title' id='video-title'\u003e\nHigh end, expensive speciality beers hit market\n\u003c/h1\u003e\n\u003cdiv class='rp-actions'\u003e\n\u003cdiv class='mr-1'\u003e\n\u003ca class=\"btn btn-success\" data-posthog-event=\"Signup: LP Signup Activity\" data-posthog-location=\"body_link_boclips\" data-remote=\"true\" href=\"/subscription/new\"\u003e\u003cspan\u003e\u003cspan\u003eGet Free Access\u003c/span\u003e\u003cspan class=\"\"\u003e for 10 Days\u003c/span\u003e\u003cspan\u003e!\u003c/span\u003e\u003c/span\u003e\u003c/a\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-body'\u003e\n\u003cdiv class='rp-info'\u003e\n\u003cdiv aria-label='Hide resource details' class='rp-hide-info' role='button' tabindex='0'\u003e\u0026times;\u003c/div\u003e\n\u003ci aria-label='Expand resource details' class='rp-expand-info fai fa-solid fa-up-right-and-down-left-from-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003ci aria-label='Compress resource details' class='rp-compress-info fai fa-solid fa-down-left-and-up-right-to-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003cdiv class='rp-rating'\u003e\n\u003cspan class='resource-pool'\u003e\n\u003cspan class='pool-label'\u003ePublisher:\u003c/span\u003e\n\u003cspan class='pool-name'\u003e\n\u003cspan class='text'\u003e\u003ca data-publisher-id=\"30356011\" href=\"/search?publisher_ids%5B%5D=30356011\"\u003eCurated Video\u003c/a\u003e\u003c/span\u003e\n\u003c/span\u003e\n\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-description'\u003e\n\u003cspan class='short-description'\u003eAugust 18, 20051. Exterior of New York deli \"Happy Deli\"2. Window display showing imported beers and Sam Adams'' Utopias3. Utopias beer box and bottle4. SOUNDBITE: (English), Robert Ayoub, owner of Happy Deli, a beer-specialty shop,...\u003c/span\u003e\n\u003cspan class='full-description hide'\u003eAugust 18, 2005\u003cbr/\u003e1. Exterior of New York deli \"Happy Deli\"\u003cbr/\u003e2. Window display showing imported beers and Sam Adams'' Utopias\u003cbr/\u003e3. Utopias beer box and bottle\u003cbr/\u003e4. SOUNDBITE: (English), Robert Ayoub, owner of Happy Deli, a beer-specialty shop, sells Utopias for two-hundred dollars a bottle:\u003cbr/\u003e\"A lot of companies are trying to get the alcohol percentage higher, and the higher they get it, people (are) more interested in that beer.\"\u003cbr/\u003e5. Interior beers inside deli, tilt down\u003cbr/\u003e6. Close up \"Be\" (pronounced ''B to the e'') beer with caffeine and ginseng, sells at Happy Deli for 2.50 US dollars a can\u003cbr/\u003e7. \"3 Sum\" beer bottle (apple flavoured beer)\u003cbr/\u003e8. Exterior liquor store\u003cbr/\u003e9. Close shot, flavoured vodkas\u003cbr/\u003e10. Close shot, pan reduced calorie flavoured rum\u003cbr/\u003e11. Wide shot, wines\u003cbr/\u003e12. SOUNDBITE: (English), Brandon Reidi, owner of Reidi liquor store:\u003cbr/\u003e\"Flavours, any exotic flavour coming out on the market will be, they have peach was the new one just was introduced, but they''ll be coming out with pineapple and banana and all these different exotic, because the cocktail industry, everybody is drinking something new.\"\u003cbr/\u003e13. Various, interior New York bars \u003cbr/\u003e14. Various, bartender preparing martini\u003cbr/\u003eAugust 18, 2005\u003cbr/\u003e15. SOUNDBITE: (English), David Kiley, Marketing Editor, Businessweek:\u003cbr/\u003e\"Drinkers that over the last five, six, seven years, as they have aged into legal drinking age, they are less likely to become what I would call a traditional beer drinker and more likely to be drinking things like malt liquor, products like Smirnoff Ice, and, so, malt liquors, and flavoured vodkas, flavoured gins.\"\u003cbr/\u003eAugust 17, 2005\u003cbr/\u003e16. Exterior David Copperfield''s\u003cbr/\u003e17. Keith Reichenbach, owner of David Copperfield''s, pouring Utopias beer into a small snifter glass\u003cbr/\u003e18. SOUNDBITE (English), Keith Reichenbach, owner of David Copperfield''s:\u003cbr/\u003e\"I''ve been in this business since the mid-90s, and I''ve seen that during that period of time there''s been more and more interest in drinking less but drinking better things and that goes for wines as well as beer and even spirits, people wanted more single-malt scotch as opposed to the blends, they wanted something higher-end.\"\u003cbr/\u003e19. Bar and bartender\u003cbr/\u003e20. SOUNDBITE: (English): Michael Villagomez, Voxpop:\u003cbr/\u003e\"Well, I think if you have the money to absolutely try them, you know, ten dollars for a little bit of beer is not that much, especially here in New York.\"\u003cbr/\u003e21. Wide shot bar\u003cbr/\u003eEven in New York City you don't expect to walk down to your corner store and find a bottle of beer that costs two hundred dollars.\u003cbr/\u003eBut Sam Adams's limited-edition Utopias, a so-called \"extreme beer,\" is apparently intended to be enjoyed in the same way as a cognac.   \u003cbr/\u003eIt''s high in strength as well as price - Utopias contains twenty-five percent alcohol.  \u003cbr/\u003eA trend, say retailers, that is becoming more widespread.\u003cbr/\u003eAccording to Robert Ayoub, owner of a speciality beer shop \"a lot of companies are trying to get the alcohol percentage higher, and the higher they get it, people (are) more interested in that beer.\"\u003cbr/\u003eThe new beers on the market aren't just stronger, a new Budweiser brew called \"B to the e\" has ingredients you''d expect from a popular energy drink, including caffeine and ginseng.  Others add flavours like apple.\u003cbr/\u003eMarketing analysts believe the beer companies are trying to regain lost ground.  \u003cbr/\u003eAccording to the Distilled Spirits Council, beer's share of the alcohol market has declined from fifty-six percent to just over fifty-three percent in the last six years, and that accounts for hundreds of millions of dollars in lost sales.  \u003cbr/\u003eThe beer industry is now trying to regain that market share by catering to tastes that have grown accustomed to novel flavours and ingredients, and more emphasis on quality and sophistication.\u003cbr/\u003eAccording to Brandon Reidi, owner of the Reidi liquor store \"everybody is drinking something new\".\u003cbr/\u003eMarketing analysts say young drinkers and women, in particular, are drawn to the new products offered by the liquor industry in recent years, and that beer manufacturers have been slow to react.\u003cbr/\u003eDavid Kiley, Marketing Editor with Businessweek, believes that those who have graduated to legal drinking age in the last few years are \"less likely to become what I would call a traditional beer drinker and more likely to be drinking things like malt liquor, products like Smirnoff Ice, and, so, malt liquors, and flavoured vodkas, flavoured gins.\" \u003cbr/\u003eProducts like Sam Adams's Utopias, served in places like this Manhattan bar and restaurant, David Copperfield's, try to entice this market segment with something new, extravagant, and high-quality.\u003cbr/\u003eOwner of David Copperfield's Keith Reichenbach - who sells Utopias for ten dollars an ounce - says the current trend is to drink smaller quantities but higher qualities of liquor.\u003cbr/\u003eAnd punters, in New York at least, seem prepared to pay the extra price.\u003cbr/\u003eKeyword - Wacky\u003cbr/\u003e\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='action-container flex justify-between'\u003e\n\u003cbutton aria-expanded='false' aria-label='Read more description' 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