7 Crown suffers as one of liquor biz's `old things.'

This article looks at the decline in sales of Seagram Americas' 7 Crown whiskey in the U.S. From 1980 to 1996, the blended American whiskey's volume dropped 53.1% to 3 million cases, outpacing the spirits industry's overall decline. While the Seagram Americas brand was the third-best selling spirit in 1980, it now ranks sixth. Its continued decline at a time when the industry is again rising represents an inability to attract new consumers as the brand's core customer base grows older. Ogilvy & Mather, New York, handles Seagram's 7 Crown, which got just $1.4 million in measured media spending in 1996, according to Competitive Media Reporting.