The Coming Chaos Scenario —Sherburne

A Forrester Research five-year interactive marketing forecast states that digital will represent about 12 percent of advertising spend in 2009, and is likely to grow to about 21 percent in five years.

Brown-Forman's Southern Comfort brand is leading the charge. Restricted to a narrow nightly advertising window on cable television like other spirit brands, the company spent $6 million on cable TV advertising and $1.5 million on magazine ads last year.