Table of Contents
Executive Summary
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- Top takeaways
- Market overview
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- Figure 1: Total US sales of alcoholic beverages* (in-home), total and Black, at current prices, 2015-20
- Impact of COVID-19 on Black consumers and alcoholic beverages
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- Figure 2: Short-, medium- and long-term impact of COVID-19 on Black consumers and alcoholic beverages at home, December 2020
- Opportunities and challenges
- Wine brands should increase marketing communication efforts to Black consumers
- Brands and retailers should partner with Black-owned distilleries and spirit clubs
- Lean on Black consumer insights to develop targeted marketing strategies
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- Figure 3: Black consumer alcoholic drink segments, March 2020
- Category and consumer insights and implications
- Wine tops Black drinkers’ list, but at a lower share in comparison to all
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- Figure 4: Alcoholic beverage consumption by segment and type, March 2020
- Vodka and cognac top Black consumers’ white and dark spirit consumption
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- Figure 5: Black consumers’ white and dark spirits purchases, March 2020
- Refusal to drink spirits rooted in taste and lack of relevance
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- Figure 6: Black consumers’ reasons for not drinking white or dark spirits, March 2020
- Black drinkers enjoy making cocktails at home using popular and higher-end spirits
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- Figure 7: Black consumers’ attitudes and behaviors around making cocktails at home, March 2020
The Black Consumer Market – Key Takeaways
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- Younger Black population will have greater influence on total market drinking trends
- At-home sales temporarily rise
- Slower-than-average economic and financial recovery on the horizon
- Underdeveloped wine category ripe for targeted opportunities
The Black Population by the Numbers
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- The Black population share holds steady at 13% of the total US
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- Figure 8: US population by race, 2015-25
- Black people younger than age 35 drive overall population growth, shape trends
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- Figure 9: US adult population by age, total and Black, 2020
- Over half of Black households are headed by a single person
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- Figure 10: Households by detailed type, total and Black, 2019
Black Consumers and Alcoholic Beverages at Home – Market Size Estimate
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- At-home alcohol sales expected to rise temporarily
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- Figure 11: Total US sales of alcoholic beverages* (in home), total and Black, at current prices, 2015-20
- Impact of COVID-19 on Black consumers and alcoholic beverages
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- Figure 12: Short-, medium- and long-term impact of COVID-19 on Black consumers and alcoholic beverages (in home)
- Lockdown
- Reemergence
- Recovery
- Lessons from the last recession to consider today
Market Factors
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- COVID-19 related unemployment hit Black workers especially hard
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- Figure 13: Labor force participation and unemployment, total and Black, November 2015-November 2020
- Black household income at a 10-year high, but pandemic-induced unemployment may erase gains
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- Figure 14: Household income distribution, by total and Black, 2019
- Black consumers show caution in dining al fresco
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- Figure 15: Comfort level – dining at a restaurant outside, Black respondents, April-November 2020
Market Opportunities
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- Alcohol home delivery at nascent stage, but of interest for Black shoppers
- Black-owned distilleries gaining traction and prominence among enthusiasts
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- Figure 16: Uncle Nearest on Instagram, 2020
- Wine category ripe for marketing to various segments of Black drinkers
- Sponsor spirit clubs to drive trial and loyalty
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- Figure 17: Holiday greetings from Black Bourbon Society, December 2020
Companies and Brands – Key Takeaways
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- Black consumption of spirit brands linked to history of targeted marketing
- Preferred wine varietals linked to non-alcoholic beverage favorites
- Some brands break from the typical image messaging, but some Black consumers still feel left out
Segment Performance and Top Brands
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- Wine
- Black consumers’ preference for sweet wine mimics their preference for sweet non-alcoholic beverages
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- Figure 18: Domestic dinner wine consumption by type, total vs Black, April 2019-June 2020
- Value-priced table wines with a wide flavor selection top Black consumers’ consumption
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- Figure 19: Domestic wine consumption by leading brands, total and Black, April 2019-June 2020
- Brand familiarity and product access drive champagne consumption
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- Figure 20: Champagne and sparkling wine consumption by leading brands, total and Black, April 2019-June 2020
- Beer
- Full-bodied, higher alcohol content brew preferred over trendy options
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- Figure 21: Beer consumption by type, total and Black, April 2019-June 2020
- Imported beers that reflect drinkers’ taste and image preferences drive brand consumption
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- Figure 22: Imported beer consumption by leading brands, total and Black, April 2019-June 2020
- Brand name and higher alcohol content drive regular beer consumption
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- Figure 23: Regular domestic beer consumption by leading brands, total and Black, April 2019-June 2020
- White Spirits
- Easy to mix vodka is the preferred white spirit
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- Figure 24: White spirit consumption by type, total and Black, April 2019-June 2020
- Vodka brand preference due to imagery and cocktail preferences
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- Figure 25: Vodka consumption by leading brands, total and Black, April 2019-June 2020
- Tequila brands that engage their consumer base top consumption
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- Figure 26: Tequila consumption by leading brands, total and Black, April 2019- June 2020
- Rum of all kinds makes a host of cocktails better
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- Figure 27: Rum consumption by kind, total and Black, April 2019-June 2020
- Bacardi rum remains the gold standard among Black consumers
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- Figure 28: Rum consumption by leading brands, total and Black, April 2019-June 2020
- Seagram’s long-standing status among Black consumers remains strong
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- Figure 29: Gin consumption by leading brands, total and Black, April 2019-June 2020
- Dark Spirits
- Brand supersedes spirit type among Black consumers
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- Figure 30: Dark spirit consumption by type, total and Black, April 2019-June 2020
- Hennessey is number one dark spirit brand among Black consumers
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- Figure 31: Cognac consumption by leading brands, total and Black, April 2019-June 2020
- Bourbon brand preference due to history and consumer engagement
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- Figure 32: Bourbon whiskey consumption by leading brands, total and Black, April 2019-June 2020
- Crown Royal is the king of Canadian Whiskey brands
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- Figure 33: Canadian whiskey consumption by leading brands, total and Black, April 2019-June 2020
- Brandy serves as a popular beverage straight or in cocktail
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- Figure 34: Brandy consumption by leading brands, total and Black, April 2019-June 2020
- Ready-to-drink
- Recognizable brand names drive flavored alcoholic beverage consumption
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- Figure 35: Flavored alcoholic beverage consumption of leading brands, total and Black, April 2019-June 2020
- Bacardi bests lesser-known pre-made cocktail brands
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- Figure 36: Prepared cocktail mixes w/liquor consumption of leading brands, total and Black, April 2019-June 2020
Competitive Strategies
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- Influencers strengthen brand image
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- Figure 37: The Making of 1800 Seconds, Vol. II video, January 2020
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- Figure 38: Extra Gravy and Courvoisier, December 2020
- Figure 39: E&J Brandy video featuring Anthony “Spice” Adams, September 2020
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- Figure 40: Highsnobiety and Jack Daniels, April 2020
- Crown Royal ties into consumer passions to address COVID-19 realities
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- Figure 41: Ari Lennox’s and Anthony Ramos’ “If You Want Me to Stay” for Crown Royal, 2020
The Consumer – Key Takeaways
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- Black alcohol drinkers segmented by expected experience
- Wine and beer are the go-to drinks for Black consumers, while spirits are their second-choice beverages
- White spirits are best for mixed cocktails, but non-drinkers prefer wine or RTD beverages
- Popular brands drive dark spirits purchases, but non-drinkers do not like the taste
- Popular and higher-end spirits are the foundation for good cocktails
- Flavor and occasion drive alcoholic drink type choices
Black Consumer Alcoholic Drink Segments
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- A desire for certain experiences and brand relevance drive Black consumer drink choices
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- Figure 42: Mintel Global Trend Drivers and Pillars – Experiences and Identity
- Experiences and Identity drive alcohol consumption
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- Figure 43: Black consumer alcoholic drink segments, March 2020
- Pleasure Drinkers primarily choose beverages based on their mood
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- Figure 44: Profile of Pleasure Drinkers, March 2020
- Liquor is an expression of style for Cultured Drinkers
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- Figure 45: Profile of Cultured Drinkers, March 2020
- Alcohol heightens the experience of occasions for Social Drinkers
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- Figure 46: Profile of Social Drinkers, March 2020
- Alcohol is a regular indulgence for Relaxed Drinkers
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- Figure 47: Profile of Relaxed Drinkers, March 2020
Alcoholic Beverage Consumption
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- Black consumers report lower alcohol consumption in comparison to all consumers
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- Figure 48: Black consumers’ alcoholic beverage consumption by segment and type, indexed to all, March 2020
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- Figure 49: alcoholic beverage consumption by segment, total and Black, March 2020
- Wine is the preferred beverage for maturing adults
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- Figure 50: Black consumers’ wine consumption, by demographics, March 2020
- Beer is the primary alcoholic beverage for Black men
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- Figure 51: Black consumers’ beer consumption, by demographics, March 2020
- Spirits are primarily a men’s drink, but young women show an interest
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- Figure 52: Black consumers’ spirit consumption, by demographics, March 2020
- Ready-to-drink alcoholic beverages are a welcome substitute for beer and cocktails
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- Figure 53: Black consumers’ RTD beverage consumption, by demographics, March 2020
White Spirits
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- Unflavored, easy-to-mix vodka is the preferred white spirit
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- Figure 54: Black consumers’ white spirits purchases by type, indexed to all, March 2020
- Young women choose white spirits for specific cocktails
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- Figure 55: Black consumers’ white spirit purchases, by gender and age, March 2020
Reasons for Not Drinking White Spirits
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- White spirits’ image and product no longer representative for some drinkers
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- Figure 56: Black consumers’ reasons for not drinking white spirits, March 2020
- Black drinkers prefer wine and RTD beverages over white spirits
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- Figure 57: Black consumers’ alcoholic beverage consumption, by reasons for not drinking white spirits, March 2020
- Older men prefer drinks that reflect their identity
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- Figure 58: Black men’s reasons for not drinking white spirits, by age, March 2020
- Women who avoid white spirits stick to their preferred alcoholic favorites
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- Figure 59: Black women’s reasons for not drinking white spirits, by age, March 2020
Dark Spirits
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- Dark spirits purchases driven by brand preference
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- Figure 60: Black consumers’ dark spirits purchases by type, indexed to all, March 2020
- Cognac is the entry beverage to dark spirits
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- Figure 61: Black consumers’ dark spirits purchases by type, by age, March 2020
- Women will drink popular dark spirit types due to brand familiarity
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- Figure 62: Black consumers’ dark spirits purchases by type, by gender, March 2020
Reasons for Not Drinking Dark Spirits
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- Dark spirits are avoided due to taste more than image
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- Figure 63: Black consumers’ reasons for not drinking dark spirits, March 2020
- Dark spirits are not an acquired taste for non-drinkers
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- Figure 64: Black consumers’ alcoholic beverage consumption, by reasons for not drinking dark spirits, March 2020
- Dark spirits are not the drink for young men who choose taste over image
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- Figure 65: Black men’s reasons for not drinking dark spirits, by age, March 2020
- Young women who prefer sweet beverages avoid dark spirits
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- Figure 66: Black women’s reasons for not drinking dark spirits, by age, March 2020
Spirit Brand Type Purchases
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- Black drinkers’ preference for popular and higher-end spirits on par with all
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- Figure 67: Black consumers’ spirit brand types purchased, indexed to all, March 2020
- White spirit brand type preferences tied to cocktail preferences
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- Figure 68: Black consumers’ white spirits purchases, by spirit brand types purchased, March 2020
- Seeded brand imagery not reliant on perceived quality for dark spirits
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- Figure 69: Black consumers’ dark spirits purchases, by spirit brand types purchased, March 2020
Making Cocktails at Home
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- Mature drinkers who entertain at home make their own cocktails
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- Figure 70: Black consumers who make cocktails at home, by demographics, March 2020
- Creating cocktails at home is integral to the experience
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- Figure 71: Black consumers’ attitudes and behaviors around making cocktails at home, March 2020
- Higher-end spirits show cocktail sophistication
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- Figure 72: Black consumers’ attitudes and behaviors around making cocktails at home, by spirit brand types purchased, March 2020
- Younger drinkers who use spirits for cocktails focus on brand image and product quality
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- Figure 73: Black consumers’ attitudes and behaviors around making cocktails at home, by age, March 2020
- Drinkers with more product options buy spirits to create specific cocktails
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- Figure 74: Black consumers’ attitudes and behaviors around making cocktails at home, by household income, March 2020
Attitudes Toward Spirits
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- Spirits are style products for the giver and receiver
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- Figure 75: Black consumers’ attitudes toward spirits, March 2020
- Spirits are a fun, image-building product, but not necessarily a passion
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- Figure 76: Black consumers’ attitudes toward spirits, by spirit brand types purchased, March 2020
- Some young men believe spirits are a better-for-you choice over other alcoholic beverages
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- Figure 77: Black men’s attitudes toward spirits, by age, March 2020
- Premium spirits are an easy but thoughtful gift to buy among affluent Black drinkers
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- Figure 78: Black consumers’ attitudes toward spirits, by household income, March 2020
Attitudes Toward Alcoholic Beverages
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- Black drinkers choose alcohol based on their expected experience
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- Figure 79: Black consumers’ attitudes toward alcoholic beverages – choice drivers, March 2020
- Desired experience and expected quality drive brand attitudes
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- Figure 80: Black consumers’ attitudes toward alcoholic beverages – brand drivers, March 2020
- Nearly half of Black drinkers consider long-term health impact of alcohol
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- Figure 81: Black consumers’ attitudes toward alcoholic beverages – health attitudes, March 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 82: Total US sales of alcoholic beverages* (in-home), total and Black, at current prices, 2015-20
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Appendix – The Consumer
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- Figure 83: Domestic dinner wine consumption by type, total vs Black, April 2019- June 2020
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- Figure 84: Domestic wine consumption by leading brands, total and Black, April 2019- June 2020
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- Figure 85: Champagne and sparkling wine consumption by leading brands, total and Black, April 2019-June 2020
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- Figure 86: Beer consumption by type, total and Black, April 2019-June 2020
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- Figure 87: Imported beer consumption by leading brands, total and Black, April 2019 – June 2020
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- Figure 88: Regular domestic beer consumption by leading brands, total and Black, April 2019- June 2020
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- Figure 89: White spirit consumption by type, total and Black, April 2019- June 2020
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- Figure 90: Vodka consumption by leading brands, total and Black, April 2019- June 2020
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- Figure 91: Tequila consumption by leading brands, total and Black, April 2019- June 2020
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- Figure 92: Rum consumption by kind, total and Black, April 2019-June 2020
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- Figure 93: Rum consumption by leading brands, total and Black, April 2019- June 2020
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- Figure 94: Gin consumption by leading brands, total and Black, April 2019-June 2020
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- Figure 95: Dark spirit consumption by type, total and Black, April 2019-June 2020
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- Figure 96: Cognac consumption by leading brands, total and Black, April 2019-June 2020
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- Figure 97: Bourbon whiskey consumption by leading brands, total and Black, April 2019-June 2020
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- Figure 98: Canadian whiskey consumption by leading brands, total and Black, April 2019- June 2020
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- Figure 99: Brandy consumption by leading brands, total and Black, April 2019-June 2020
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- Figure 100: Flavored alcoholic beverage consumption of leading brands, total and Black, April 2019-June 2020
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- Figure 101: Prepared cocktail mixes w/liquor consumption of leading brands, total and Black, April 2019-June 2020
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