LEWISTON – It’s no surprise to Paul Coulombe that today’s younger drinkers – and even older ones – want sweeter, more flavorful alcoholic beverages. His Lewiston-based White Rock Distilleries is catering to that desire at the rate of 2.5 million cases – nearly 6 million gallons – a year.

The public’s desire for its spirit-based product has boosted sales volume 15 to 20 percent annually for the last three to four years, he says.

“People are looking for flavors. The most recent generation has grown up on flavored water, flavored teas. … It’s what they’ve been weaned on,” says Coulombe, White Rock CEO.

It wasn’t always so good. Between 1981 and 1999, the spirits industry experienced a 50 percent drop in sales volume nationwide. But since ’99, the industry as a whole has seen annual volume increase 2 to 3 percent.

White Rock’s much higher increases are due in part to the company’s constant attempts to find new flavors and flavor combinations appealing to consumers. Coulombe said the company has created about 25 different brands over the last 10 years. He attributed most of the current increase in volume to the popularity of its Three Olives vodka, which also comes in six flavors.

“The newest generation, the 21 to 27, 28-year-olds, have come back to spirits or are drinking them for the first time. I think we’re stealing drinkers from the beer crowd,” says Coulombe.

One reason for the “theft”: Whether its White Rock’s fruity Cabana Boy rum-based drink or its Viper Sour Apple Schnapps Liqueur, Coulombe says many of its products are not an “acquired taste,” as are beer, wine and straight liquor.

Coconut, pineapple, cherry, raspberry, vanilla, orange, kiwi, strawberry and chocolate are among the flavors used. “They taste good,” he says. “My generation, we forced ourselves to acquire a taste for (alcoholic beverages). It didn’t taste that good.”

In addition, among today’s carb and calorie-conscious consumers, Coulombe says spirit-based drinks offer less of both compared to popular cream and milk-based drinks, such as White Russians, sombreros and Bailey’s Irish Cream.

Coulombe adds, “The female segment of the population really doesn’t like beer.”