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92 J �u <br />Situation Analysis <br />Customer <br />The Cosmopolitans <br />Upper -Mid Older: Mostly w/o Kids <br />Educated, upper-midscale, and ethnically diverse, <br />urban couples in America's fast-growing cities. <br />Situation Analysis <br />Climate <br />Political and Legal <br />most significant is the political and regulatory environment <br />Like in all states, licenses are required to operate a liquor <br />store <br />Economic <br />Recovering Economy: many people may want to spend <br />less on alcoholic beverages <br />. Consumer sentiment increase in 2012 <br />More younger generation demanding mixed drinks <br />(cocktails) <br />19 <br />