As the worst downturn in decades drags on, penny-pinching Americans are drinking less in bars and restaurants and more at home. This presents a challenge for Diageo, the world's largest purveyor of spirits. When Americans kick back in the family room, they typically imbibe beer and wine, not the rum, vodka, whiskey, and gin that Diageo specializes in.rnWith its sales slowing (though holding up better than most rivals), the British company is tackling one of the toughest challenges in marketing: changing consumer behavior. Diageo says it will continue to plug its Smirnoff, Jose Cuervo, and other spirits, but plans to spend millions in an attempt to make the cocktail cool again. "It's a nice idea, but it's not that easy," says David Morris, who analyzes the food and beverage industry for Mintel, a research firm. "There is some expertise needed to create a good cocktail." Not only will Diageo have to turn Americans on to mixed drinks, but it will have to teachrnpeople how to make them, too.
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