Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Executive Summary
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- Distilled spirits consumption remains steady during the recession
- Vodka is the most popular white spirit; tequila and gin show growth in drinkers
- Whiskey tops the dark spirits choices
- Men are the key consumer; women offer opportunities for fruit-flavored spirits
- Adults aged 25-34 are the most profitable consumers; 21-24 age group also offers growth potential
- Blacks and Hispanics can stimulate growth for some spirit types—Cognac, tequila, gin
Insights and Opportunities—A Consumer-centric View
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- Tea-flavored spirits present growth potential
- Caffeinated spirits—will the trend survive the FDA scrutiny?
- ... but the FDA is concerned about caffeine-infused alcohol
Inspire Trends
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- Trend: Sell an experience in the bottle
- What’s it about
- What we’ve seen
- Implications for the spirits market
Market Drivers
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- Key points
- Per capita consumption increases slightly in 2009
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- Figure 1: Number of gallons of distilled spirits consumed annually, 1978-2009
- Recession continues to impede consumer spending
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- Figure 2: Employment status of the civilian non-institutional population 16 years and over, 2000-10
- At-home consumption on the rise due to the recession; on-premise consumption declines
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- Figure 3: Influence of the recession on drinking behavior, by age, March 2010
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- Figure 4: Alcoholic beverage consumption at bars/restaurants compared to last year, by age, January 2010
- … but net at-home consumption lower than a year before; drinkers trading down to cheaper brands of spirits
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- Figure 5: Alcoholic beverage consumption at home compared to last year, by beverage type, March 2010
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- Figure 6: Alcoholic beverage consumption at bars/restaurants compared to last year, by age, January 2010
- Young adults aged 21-34 continue to be the biggest consumer
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- Figure 7: Incidence of consumption of distilled spirits relative to a year ago, by age, March 2010
- Population growth trends favor adults ages 55-74
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- Figure 8: Population aged 21 or older, 2005-15
- Asians, blacks, and Hispanics offer growth potential
Spirits Usage, Type and Frequency, Brands
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- Key points
- Distilled spirits—the biggest consumed alcoholic beverage in 2009
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- Figure 9: Trends in drinking distilled spirits, prepared cocktail, and other alcoholic beverages, January 2005-December 2009
- Trends in consumption of white and dark spirits
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- Figure 10: Trends in consumption of spirits, by white and dark spirits, January 2005-December 2009
- Men continue to outpace women in drinking most types of spirits
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- Figure 11: Ad poster of Russian women-targeted brand Damskaya, 2007-08
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- Figure 12: Trends in consumption of spirits, by type and gender, January 2005-December 2009
- Spirits consumption fluctuates among adults aged 21-24; rises among those aged 25-34 during 2005-09
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- Figure 13: Trends in consumption of spirits, by type, by age group 21-34, January 2005-December 2009
- Spirit consumption remains steady among adults aged 35-54
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- Figure 14: Trends in consumption of spirits, by type, by age group 35-54, January 2005-December 2009
- Spirits consumption increases among adults aged 55+ during 2005-09
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- Figure 15: Trends in consumption of spirits, by type, by age group 55+, January 2005-December 2009
- Household income influences spirits consumption; incidence rises among the lowest income group
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- Figure 16: Consumption of spirits by type, by household income, November 2008-December 2009
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- Figure 17: Trends in consumption of spirits by type, by household income under $25K, January 2005-December 2009
Spirits: Volume Consumption
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- Volume consumption trends for white spirits
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- Figure 18: Trends in volume consumption of white spirits, by type, January 2005-December 2009
- White spirits volume consumption highest among adults aged 21-24; those in the lowest household income group
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- Figure 19: Mean volume consumption of white spirits by type, by gender, age, household income, November 2008-December 2009
- Volume consumption for dark spirits rises during 2007-09
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- Figure 20: Trends in volume consumption of dark spirits by type, January 2005-December 2009
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- Figure 21: Mean volume consumption of dark spirits by type, by gender and age, November 2008-December 2009
White Spirits: Brand Preference
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- Over half of vodka drinkers drink Absolut vodka
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- Figure 22: Incidence of drinking top vodka brands among vodka drinkers, by age, November 2008-December 2009
- Light/white/clear rum is the most popular type
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- Figure 23: Incidence of drinking rum, by type, by gender, November 2008-December 2009
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- Figure 24: Incidence of drinking rum, by type, by age, November 2008-December 2009
- Rum brand preference
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- Figure 25: Incidence of drinking top rum brands among rum drinkers, by age, November 2008-December 2009
- Tequila brand preference
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- Figure 26: Incidence of drinking top tequila brands among tequila drinkers, by age, November 2008-December 2009
- Gin brand preference
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- Figure 27: Incidence of drinking top gin brands among gin drinkers, by age, November 2008-December 2009
Dark Spirits: Brand Preference
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- Whiskey consumption by type
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- Figure 28: Incidence of drinking whiskey, by gender, November 2008-December 2009
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- Figure 29: Incidence of drinking top bourbon whiskey brands, by age, November 2008-December 2009
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- Figure 30: Incidence of drinking top Canadian whisky brands, by age, November 2008-December 2009
- Brandy/Armagnac and Cognac consumption by type
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- Figure 31: Incidence of drinking brandy/Armagnac and Cognac by type, by gender, November 2008-December 2009
- Cognac brand consumption
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- Figure 32: Incidence of drinking top Cognac brands, by gender, November 2008-December 2009
Drinking Style
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- Most spirit drinkers like to drink with soda, juice
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- Figure 33: Way of drinking distilled spirits, by gender, March 2010
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- Figure 34: Way of drinking distilled spirits, by age, March 2010
Premium vs. Value—Role of Drinking Location
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- Mid-priced spirits are most popular among spirit drinkers
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- Figure 35: Types of spirits by value consumed at various locations/occasions, March 2010
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- Figure 36: Types of spirits by value consumed at bars, by age, March 2010
- Types of spirits consumed at home
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- Figure 37: Types of spirits by value consumed at home, by gender, March 2010
Spending on Spirits by Occasion and/or Location
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- Special occasions/holidays garner biggest spending on spirits
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- Figure 38: Spending on a bottle of spirit, by occasion or location of consumption, by gender, March 2010
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- Figure 39: Incidence of not purchasing spirits by occasion, by gender, March 2010
- Women spend less than men on each of the occasions on a spirit bottle
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- Figure 40: Spending on a bottle of spirit by occasion or location of consumption, by gender, March 2010
- Spirit drinkers aged 25-34 spend the most on spirits for various drinking occasions
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- Figure 41: Spending on a bottle of spirit by occasion or location of consumption, by age, March 2010
Attributes/Factors Favorable to Generating Trial
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- Figure 42: Motivation for purchase of new distilled spirits, by age, March 2010
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Shifts in Consumption of Spirits Over Last Year
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- Figure 43: Shifts in consumption of spirits in last year, by household income, March 2010
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Attitudes Toward Product Attributes, Economy, Cocktails, and Brand Loyalty
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- Spirit drinkers buy on promotion and drink cheaper brands due to the recession
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- Figure 44: Attitudes toward spirits in relation to the economy and preference for wine and beer, by age, March 2010
- Functional spirits and fruit-flavored spirits offer growth potential
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- Figure 45: Attitudes toward pro-health, functional, and flavor attributes in spirits and brand loyalty, by gender, March 2010
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- Figure 46: Attitudes toward pro-health, functional, and flavor attributes in spirits and brand loyalty, by age, March 2010
- Cocktail recipe on the bottle is likely to attract half the spirit drinkers
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- Figure 47: Attitudes toward cocktails and medium of research for alcoholic beverages, by age, March 2010
Impact of Race and Hispanic Origin
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- Blacks show inclination toward gin, prepared cocktails
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- Figure 48: Trends in consumption of spirits by type, white vs. black respondents, January 2005-December 2009
- Hispanic spirits consumption, aided by tequila, rises in 2009
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- Figure 49: Trends in consumption of spirits by type, by Asians and Hispanics, January 2005-December 2009
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- Figure 50: Mean volume consumption of white spirits by type, by race/Hispanic origin, November 2008-December 2009
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- Figure 51: Mean volume consumption of dark spirits by type, by race/Hispanic origin, November 2008-December 2009
- White and dark spirit consumption by brand by race/Hispanic origin
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- Figure 52: Incidence of drinking top vodka brands among vodka drinkers, by race/Hispanic origin, November 2008-December 2009
- Figure 53: Incidence of drinking top rum brands among rum drinkers, by race/Hispanic origin, November 2008-December 2009
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- Figure 54: Incidence of drinking top tequila brands among tequila drinkers, by race/Hispanic origin, November 2008-December 2009
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- Figure 55: Incidence of drinking top gin brands among gin drinkers, by race/Hispanic origin, November 2008-December 2009
- Blacks are the primary Cognac/brandy consumer
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- Figure 56: Incidence of drinking brandy/Armagnac and Cognac by type, by race/Hispanic origin, November 2008-December 2009
- Drinking style
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- Figure 57: Method of drinking distilled spirits, by race/Hispanic origin, March 2010
Cluster Analysis
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- Loyalists
- Demographics
- Characteristics
- Opportunity
- Shifters
- Demographics
- Characteristics
- Opportunity
- Experimenters
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 58: Spirits clusters, March 2010
- Figure 59: Incidence of drinking different types of alcoholic beverages, by spirits clusters, March 2010
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- Figure 60: Ways of drinking distilled spirits, by spirits clusters, March 2010
- Figure 61: Motivation for purchase of new distilled spirits, by spirits clusters, March 2010
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- Figure 62: Attitudes towards spirits in relation to economy and preference for wine and beer, by spirits clusters, March 2010
- Figure 63: Attitudes towards pro-health, functional, and flavor attributes in spirits and brand loyalty, by spirits clusters, March 2010
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- Figure 64: Attitudes towards cocktails and medium of research for alcoholic beverages, by spirits clusters, March 2010
- Cluster demographics
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- Figure 65: Spirits clusters, by gender, March 2010
- Figure 66: Spirits clusters, by age group, March 2010
- Figure 67: Spirits clusters, by household income group, March 2010
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- Figure 68: Spirits clusters, by race, March 2010
- Figure 69: Spirits clusters, by Hispanic origin, March 2010
- Cluster methodology
Custom Consumer Groups
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- Differences exist in the drinking styles for white and dark spirits
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- Figure 70: Ways of drinking distilled spirits, by white and dark spirits, March 2010
- Adults interested in watching sports are more likely to drink spirits
- Adults interested in watching NASCAR, football, soccer, and Olympics are also interested in spirits
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- Figure 71: Incidence of drinking various types of spirits, by NASCAR watching, November 2008-December 2009
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- Figure 72: Incidence of drinking various types of spirits, by Super Bowl and World Cup Soccer watching, November 2008-December 2009
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- Figure 73: Incidence of drinking various types of spirits, by Summer Olympics (NBC) and Fox MLB World Series watching, November 2008-December 2009
Appendix: Additional Consumer Comparisons
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- White spirits: Brand preference
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- Figure 74: incidence of drinking top vodka brands among vodka drinkers, by household income, November 2008-December 2009
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- Figure 75: Incidence of drinking top rum brands among rum drinkers, by household income, November 2008-December 2009
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- Figure 76: Incidence of drinking top tequila brands among tequila drinkers, by age, November 2008-December 2009
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- Figure 77: Incidence of drinking top gin brands among gin drinkers, by gender, November 2008-December 2009
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- Figure 78: Incidence of drinking top gin brands among gin drinkers, by household income, November 2008-December 2009
- Dark spirits: Brand preference
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- Figure 79: Incidence of drinking top brandy/Armagnac by brands, by gender, November 2008-December 2009
- Drinking styles
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- Figure 80: Method of drinking distilled spirits, by household income, March 2010
- Types of spirits consumed—at bar
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- Figure 81: Types of spirits consumed at bars, by household income, March 2010
- Spending on spirits by occasion and/or location
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- Figure 82: Spending on a bottle of spirit by occasion or location of consumption, by household income, March 2010
- Spirits non-purchase by occasion or location of consumption
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- Figure 83: Incidence of not buying spirits for certain occasion or at certain location, by gender, March 2010
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- Figure 84: Incidence of not buying spirits for certain occasion or at certain location, by household income, March 2010
- Spirits non-purchase pattern by occasion or location of consumption
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- Figure 85: Incidence of not buying spirits for certain occasion or at certain location, by gender, March 2010
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- Figure 86: Incidence of not buying spirits for certain occasion or at certain location, by age, March 2010
- Attributes/factors favorable to generating trial
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- Figure 87: Motivation for purchase of new distilled spirits, by gender, March 2010
- Shifts in consumption of spirits over last year
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- Figure 88: Shifts in consumption of spirits in last year, by gender, March 2010
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- Figure 89: Shifts in consumption of spirits in last year, by age, March 2010
- Attitudes toward product attributes, economy, cocktails, and brand loyalty
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- Figure 90: Attitudes toward spirits in relation to the economy and preference for wine and beer, by gender, March 2010
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- Figure 91: Attitudes towards spirits in relation to the economy and preference for wine and beer, by household income, March 2010
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- Figure 92: Attitudes towards pro-health, functional, and flavor attributes in spirits and brand loyalty, by household income, March 2010
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- Figure 93: Attitudes towards cocktails and medium of research for alcoholic beverages, by gender, March 2010
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- Figure 94: Attitudes towards cocktails and medium of research for alcoholic beverages, by household income, March 2010
Appendix: Additional Race/Hispanic Origin Comparisons
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- Figure 95: Incidence of drinking rum, by type and race/Hispanic origin, November 2008-December 2009
- Figure 96: Incidence of drinking top bourbon whiskey brands, by race/Hispanic origin, November 2008-December 2009
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- Figure 97: Incidence of drinking top Canadian whiskey brands, by race/Hispanic origin, November 2008-December 2009
- Figure 98: Types of spirits consumed at bars, by race/Hispanic origin, March 2010
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- Figure 99: Motivation for purchase of new distilled spirits, by race/Hispanic origin, March 2010
- Attitudes towards product attributes, economy, cocktails, and brand loyalty
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- Figure 100: Attitudes toward spirits in relation to the economy and preference for wine and beer, by race/Hispanic origin, March 2010
- Blacks and Hispanics exhibit higher than average interest in super-premium spirits at bars
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- Figure 101: Spending on a bottle of spirit by occasion or location of consumption, by race/Hispanic origin, March 2010
- Figure 102: Attitudes toward pro-health, functional, and flavor attributes in spirits and brand loyalty, by race/Hispanic origin, March 2010
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- Figure 103: Attitudes toward cocktails and medium of research for alcoholic beverages, by race/Hispanic origin, March 2010
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Appendix: Trade Associations
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