If I can jump in here... I don't think the increase in strength is really the big thing. From what I can tell, there has always been a variety of strengthed mixed drinks or just plain drinks available for your drinking pleasure. I think the big change , especially in the US, has been the increase in size. Most cocktail recipes don't call for more than a couple ounces of hard liquor, yet you go out to hotel or martini bars and are served fish bowls full of gin or vodka. Americans' idea of value is always tied to volume. Erik fixed typo