COEUR d'ALENE - Bottoms up, really up.

Idaho posted more than $50 million in profit from liquor sales for the first time last year, as people paid more per bottle while the agency that sells booze in the state of Idaho trimmed staff.

"I wouldn't characterize it as a jump - it's up," said Jeff Anderson, head of the Idaho State Liquor Division. "It's pretty much just organic growth."

The Idaho State Liquor Division reported liquor sales in fiscal year 2011, which ended June 30, totaled $144 million, $50.1 million of which as profit.

It netted $46 million in profits and $137.6 million in revenue in 2010, though those numbers are yet to be audited.

Looking precisely where the increases are suggests more people are buying better - or at least more expensive - stuff.

Overall retail sales are up 5 percent, while volume (measured in 9 litter case-equivalents) was up only 3 percent. On site consumption, or bars, was up 2 percent. Those figures show more money for less product.

While a common conclusion is made that alcohol sales increase the worse the economy is since so many are looking for false escape, Anderson said nothing in the numbers says as much.

It has more to do with the population increase in the state over the years combined with the fact that each year more lucrative products - such as whipped cream-flavored vodka - are marketed.

That would make sense, Coeur d'Alene's Zane Goodrick said.

Goodrick, on his way into the liquor store on Sherman Avenue, said liquor isn't any different than food or other delicious temptations in the sense that once someone has a favorite taste, they'll stick with the product through thick and thin, price be darned.

"Everyone has a preference," he said, about to purchase a bottle of Jack Daniel's whiskey. "Everyone has their favorites."

In fact, if victims of the weak economy spent their time drinking as much as possible, it would likely show in cheaper beer sales than in top shelf product. And that jump just hasn't been there. Spirits sales account for only 30 percent of volume sales, but chip in 85 percent of the state money.

Those numbers have been consistent over the last 10 years, with wine and beer chipping in 7 and 8 percent, respectively, the liquor division said.

Still, more drinking in a worse economy sounds like a solid correlation, said Goodrick and fellow Coeur d'Alene resident Steve Retano.

But Retano, who purchased two smaller Yukon Jack liqueur bottles from the liquor store on Northwest Boulevard Tuesday, thought that Idaho's statewide tourism draw also plays a big part. From big boats on all the northern lakes, floating on the Snake River, to Sun Valley and wine regions down south, once tourists get here, they're not going to skimp on bottle sales. The two go "hand in hand," he said.

"They use this place like a playground," he said.

Idaho is one of 18 controlled states with spirits. It has 66 state stores and 97 contracted stores.

The Associated Press contributed to this report.