Wine Wholesalers Survey Reveals Mothers Love the Three-Tier System and Jesus

Morning Consult and wine trade association plumb the depths of mothers' feelings on alcohol, children, fake bourbon and alcohol distribution

The Wine & Spirit Wholesalers of America (WSWA) recently released the results of a survey showing that American moms are concerned that the direct shipment of spirits will lead to their little ones gaining access to Pappy Van Winkle, Michter’s 20 Bourbon, Old Forester Single Barrel Rye, and numerous other collectible spirits. The survey, conducted by Morning Consult for WSWA, does not, however, assess the level of concern moms have about monsters hiding under their children's beds.

As WSWA notes, the survey “measured perception of direct-to-consumer (DTC) spirits shipping among American mothers and found a near unanimous (91%) agreement among those surveyed that preventing underage drinking is important for lawmakers to consider when drafting new alcohol laws or regulations.”

Unfortunately, the survey of 2,000 American moms conducted in early August did not uncover the level of concern mothers have with the possibility that the Pappy Van Winkle their children are ordering is authentic or just the bottle refilled with plain old Maker’s Mark or Jim Beam. However, the survey did uncover that an overwhelming majority of mothers believe Milk Does A Body Good.

The survey conducted by Morning Consult for WSWA indicated that mothers are concerned not only about counterfeit alcohol reaching their children via direct shipment, but also that mothers are concerned about underage access to alcohol, about drunk driving, and about underage drinking. These findings are important as they uncover information never before understood by lawmakers and appear to reveal the existence of a “Silent Majority”.

The survey also revealed that American mothers have keen insights into the workings of the American alcohol distribution system. According to WSWA, the survey found that

“Two-thirds (68%) of American mothers1 think their state is regulating alcohol production and sales “about right.” In fact, American mothers are three times as likely to say the current three-tier system is working well than not working well.”

While the release of the survey results did not come with a list of the questions that prompted the findings, we were able to lay our hands on some of the questions that were asked of mothers. We can’t confirm these were the only questions asked:

• 1. Knowing that the direct shipment of spirits across state lines will lead to a significant increase in the high school dropout rate, do you approve of the direct shipment of spirits?
  

• 2. Federal Express delivery people have been known to break into homes, tie up small children and force them to drink collectible bourbons. Knowing this, do you agree or disagree with the statement, “Federal Express should be allowed to deliver alcohol to homes with children?”
  

• 3. Interstate shipment of spirits was found to be an important cause of the January 6th insurrection. Knowing this, are you somewhat, very much or completely opposed to states allowing the direct shipment of spirits?
  

• 4. Knowing that a Three-Tier System helped lead the Three Wise Men to the manger where Jesus Christ our Savior was born, how likely are you to support the three-tier system of alcohol distribution? A) A Great Deal. B) A Really Great Deal C) I Support Jesus and the Three Tier System

Once again the American alcohol industry owes a debt of gratitude to the Wine & Spirit Wholesalers of America—Protectors of baseball, apple pie, mom, and the three-tier system.