Share tips for drinks industry?

I heard Justin Urquhart Stewart from Seven Investment Management on the radio this weekend tipping so called 'sin shares' at the moment. The idea being that in a recession we smoke and drink more (are their any other sins?). This got me thinking as I'm hearing nothing but bad news coming out of the drinks industry at the moment so how can this be? Maybe I am missing a trick or the theory is incorrect but something is not quite right at the moment... I'll have another glass of excellent Pouilly Fuisse (Chateau Fuisse) and think about it.