Table of Contents
Introduction and Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Older consumers still drive the market
- Younger consumers poised to make a difference
- More regulations and resistance
- Slow but steady
- Whiskey continues to lead
- Selected imports and sweeter drinks remain steady
- Older males, occasional drinkers
- Growth to continue
Market Drivers
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- An aging and affluent male consumer base
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- Figure 1: U.S. population, by generation and gender, 2004
- Younger consumers seek lighter flavor, variety
- Increased industry regulation
- Taxes
- Online regulations
- Nutrition labels
- Decrease in beer sales
- Low carb diets
Market Size and Trends
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- Figure 2: U.S. sales of dark spirits for off-premises consumption, at current and constant prices, 1999-2004
- Figure 3: Graph: U.S. sales of dark spirits for off-premise consumption, at current and constant prices, 1999-2004
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Market Segmentation
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- Slow FDM growth for dark spirits
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- Figure 4: FDM sales of dark spirits, segmented by types of spirits, 2002 & 2004
- Figure 5: Graph: FDM sales of dark spirits, segmented by types of spirits, 2004
- Whiskeys
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- Figure 6: FDM sales of whiskeys, at current and constant prices, 1999-2004
- Liqueurs and cordials
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- Figure 7: FDM sales of liqueurs and cordials, at current and constant prices, 1999-2004
- Brandies and cognac
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- Figure 8: FDM sales of brandies and cognac, at current and constant prices, 1999-2004
Supply Structure
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- Foreign trade
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- Figure 9: Total U.S. dark spirits imports*, 1999-2004**
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- Figure 10: U.S. dark spirits imports—top originating countries, 2002 and 2004*
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- Figure 11: Total U.S. dark spirits exports*, 1999-2004**
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- Figure 12: U.S. dark spirit exports—top destination countries, 2002 and 2004**
- Companies and brands
- Whiskey
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- Figure 13: Manufacturer FDM sales of bourbon in the U.S., 2002 and 2004
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- Figure 14: Manufacturer FDM sales of Canadian whisky in the U.S., 2002 & 2004
- Figure 15: Manufacturer FDM sales of American whiskey in the U.S., 2002 & 2004
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- Figure 16: Manufacturer FDM sales of Scotch whisky in the U.S., 2002 & 2004
- Figure 17: Manufacturer sales of Irish whiskey in the U.S., 2002 & 2004
- Brandy and cognac
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- Figure 18: Manufacturer FDM sales of brandy in the U.S., 2002 & 2004
- Figure 19: Manufacturer FDM sales of cognac in the U.S., 2002 & 2004
- Liqueurs and cordials
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- Figure 20: Manufacturer FDM sales of liqueurs and cordials in the U.S., 2002 & 2004
- Figure 21: Manufacturer FDM sales of cordials in the U.S., 2002 & 2004
Advertising and Promotion
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- Diageo
- Future Brands
- Brown-Forman
- Allied Domecq Spirits & Wine USA
- Bacardi USA
The Consumer
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- Introduction
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- Figure 22: Summary of dark spirit consumption in past 30 days, May 2003-April 2004
- Bourbon consumption
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- Figure 23: Frequency of bourbon consumption in past 30 days, May 2003-April 2004
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- Figure 24: Bourbon consumption in past 30 days, by age, May 2003-April 2004
- Canadian whisky consumption
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- Figure 25: Frequency of Canadian whisky consumption in past 30 days, May 2003-April 2004
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- Figure 26: Frequency of Canadian whisky consumption in past 30 days, by age, May 2003-April 2004
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- Figure 27: Consumption of Canadian whisky, by brand and age, May 2003-April 2004
- Blended whiskey consumption
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- Figure 28: Frequency of blended whiskey consumption in past 30 days, May 2003-April 2004
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- Figure 29: Blended whiskey consumption, by brand and age, May 2003-April 2004
- Scotch whisky consumption
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- Figure 30: Frequency of Scotch whisky consumption in past 30 days, May 2003-April 2004
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- Figure 31: Scotch whisky consumption, by brand and age, May 2003-April 2004
- Irish whiskey consumption
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- Figure 32: Frequency of Irish whiskey consumption in past 30 days, May 2003-April 2004
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- Figure 33: Irish whiskey consumption, by brand and age, May 2003-April 2004
- Brandy or Armagnac consumption
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- Figure 34: Frequency of brandy or Armagnac consumption in past 30 days, May 2003-April 2004
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- Figure 35: Brandy or Armagnac consumption, by brand and age, May 2003-April 2004
- Cognac consumption
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- Figure 36: Frequency of cognac consumption in past 30 days, May 2003-April 2004
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- Figure 37: Frequency of cognac consumption in past 30 days, by race/Hispanic origin, May 2003-April 2004
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- Figure 38: Cognac consumption, by brand and age, May 2003-April 2004
- Cordials and liqueurs consumption
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- Figure 39: Frequency of cordials and liqueurs consumption in past 30 days, May 2003-April 2004
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- Figure 40: Cordials and Liqueurs consumption, by age and brand, May 2003-April 2004
- Cross tabulation of types of spirits consumed
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- Figure 41: Cross tabulation of dark spirits consumed, May 2003-April 2004 (part 1)
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- Figure 42: Cross tabulation of dark spirits types of spirits consumed, May 2003-April 2004 (part 2)
- Patterns of consumption/non-consumption of dark spirits
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- Figure 43: Patterns of consumption/non-consumption of dark spirits, January 2005
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- Figure 44: Patterns of consumption/non-consumption of dark spirits, by gender, January 2005
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- Figure 45: Patterns of consumption/non-consumption of dark spirits, by age, January 2005
- Attitudes toward dark spirits
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- Figure 46: Attitudes toward dark spirits, January 2005
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- Figure 47: Attitudes toward dark spirits, by gender, January 2005
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- Figure 48: Attitudes toward dark spirits, by age, January 2005
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- Figure 49: Attitudes toward dark spirits, by household income, January 2005
- Reasons why consumers do not drink dark spirits
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- Figure 50: Reasons for not consuming dark spirits, January 2005
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- Figure 51: Reasons for not consuming dark spirits, by gender, January 2005
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- Figure 52: Reasons for not consuming dark spirits, by age, January 2005
- Conclusion
Future and Forecast
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- Future trends
- The aging of America continues
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- Figure 53: U.S. population projections, by age groups, 2000-2010
- Younger consumers influence the market
- Increased industry regulation
- Market Forecast
- Dark spirits for off-premise consumption
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- Figure 54: Forecast of total U.S. sales of dark spirits for off-premise consumption, at current and constant prices, 2004-2009
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- Figure 55: Graph: Trends in sales of U.S. dark spirits for off-premise consumption, at current prices, 1999-2009
- Whiskeys
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- Figure 56: Forecast of U.S. FDM sales of whiskeys, at current and constant prices, 2004-2009
- Liqueurs and cordials
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- Figure 57: Forecast of U.S. FDM sales of liqueurs and cordials, at current and constant prices, 2004-2009
- Brandies and cognac
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- Figure 58: Forecast of U.S. FDM sales of liqueurs and cordials, at current and constant prices, 2004-2009
- Forecast Factors
Appendix: Trade Associations
Appendix: New Product Briefs
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- Brown Forman: Canadian Mist Blended Canadian
- Fielding & Jones: Starbucks Coffee Liqueur
- Schieffelin & Somerset: Grand Marnier Gift Tubes
- Lidl: Queen Margot Fine Scotch Whisky
- Ruavieja: Ruavieja Aguardiente de Orujo Brandy
- The Macallan Distillery: Macallan Fine Oak 12 Whisky
- Allied Domecq: Courvoisier Succession J.S. Cognac
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