Drinks Americas Holdings, Ltd. (DKAM)

[sneaky_peaky]

US now stands at basically 50 million 9 liter cases of Vodka sold annually through the end of 2006. Let's do some more surmising, suggesting, and supposing. That equals 75 million cases at 6 liters a case, which is a standard case size of product being shipped at this point of Trump. There are some 1.5's. But the majority is 750s. Breaking it out a little further says that the US consumes roughly 1.5 billion shots of vodka per year. This is assuming a low end average between a shot of 1 oz to 1.25 oz.. Assuming then that 30 million Americans have some form of vodka intake in a year, that equals 2.5 bottles(750 ml)per year on average for a vodka drinker. Going down further that is pretty close to 1 shot per week.

Now, your own speculation comes in. 5.5 mil people watch Apprentice. 5 mil people will try the vodka at least once if they find out it is The Donald just to compare. History shows 60000 people will fall in love with the product and become "self-promoters." Their average will be 12-24 bottles per year, or 2-4 cases. That is 120000 - 240000 cases from them alone. You can add to that the "try it once" factor which is 87500 cases from the Donald's name. This gives us only a .66% market share where Smirnoff is #1 with 7.5% and Grey Goose is at 4.4%. National roll out gives you 100000 cases minimum.

I don't think anyone can argue now that the CEO's 150000 case first year target is way too low.

http://www.beveragenet.net/sw/2005/0505_stw/0505vdk.asp