Here's another angle that comes to me from an excellent and you should read two page article in today's Chicago Tribune "Beam's new zest". Woman!
There is a seperate boxed headline within the article entittled "Women are key to sprits growth" which starts out with describing a woman wine drinker changing over to Maker's with water. "A big part of Deerfield-based Beam's growth trajectory can be pegged to the increasing importance of the female consumer."..."but bourbon-makers like Beam also see as opportunity with female consumers and flavors to grow bourbon's 11 percent overall share".
The Tribune is now a pay site so I'm not linking but the article describes how precise growing Beam market share with innovation, research and marketing now is including the importance of the renovated Clermont Campus and its Global Innovation Center.