Perry Luntz has been involved in one way or another with the beverage alcohol business most of his adult life. For more than 20 years he has been publisher and editor of "Beverage Alcohol Market Report," an international e-letter for marketing executives in beer, wine, and spirits. He served as Director of Marketing Communications for Seagram Distillers for a decade, worked on the creative side of several advertising agencies, including a spell as a creative director of a Young & Rubicam division, and for several years headed his own marketing communications agency. A consultant, lecturer,...