In high spirits

Behind that flute of prosecco or gin-based cocktail enjoyed at a bar after a long day—or even the single malt whisky or bottle of wine recommended by a premium specialty liquor boutique—there is an intricate distribution chain. Executive sat down with Lebanon’s major spirit importers and brand owners to discuss the Lebanese drinks of choice for 2017, the drinks consumption trends, how they were consumed, and by whom. Reasons to celebrate Spirit distributors had several reasons to toast in 2017. Diageo marked its 20th anniversary with various promotional activities, which introduced Lebanese consumers to the company behind well-known brands like Johnnie Walker whisky and Dom Pérignon champagne. “We wanted to highlight Diageo’s contribution to the business in terms of elevating the standards of service, building markets, growing the trade, [and] providing leadership for the industry,” says Ziad Karam, MENA corporate relations director for Diageo. Lebanon, he added, is among the