Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market at a glance—very strong
- Premiums and imported distilled spirits drove growth in 2005
- Cocktail culture and the impact on segmentation
- Major manufacturers—several are very visible due to heavy advertising, and always acquisition or two
- Growth of upscale brands shifts ad dollars from magazine to TV
- Higher prices gives a larger boost to on-premise retailers, though volume growth also rising off-premise
- Young and Hispanic drinkers increasing
Market Drivers
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- Demographic influence on the distilled spirits market
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- Figure 1: Alcoholic beverage consumption, by age, May 2005-June 2006
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- Figure 2: Americans who drank one or more alcoholic beverages in the past year, by age, 2005
- Figure 3: U.S. population and projections, by age, 2001-11
- Premium spirits—affordable luxuries and symbols of status
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- Figure 4: Total U.S. top 20 high-growth brands of distilled spirits, 2004 and 2005
- Flavor innovations attract younger consumers
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- Figure 5: Flavored distilled spirits consumption, by age, January 2007
- Competition from other alcoholic beverages
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- Figure 6: Volume sales and market share for beer, distilled spirits and wine, 2001-05
- Figure 7: Dollar sales and market share for beer, distilled spirits and wine*, 2001-05
- Laws governing spirits retail restrict selling on Christmas and New Year during 2006/07
Market Size and Trends
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- Market size
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- Figure 8: Total U.S. retail sales of distilled spirits, at current and constant prices, 2001-06
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- Figure 9: Total U.S. retail volume sales of distilled spirits, 2001-06
- Market trends
- New product trends
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- Figure 10: New product releases in distilled spirits, 2001-06
- Flavor trends
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- Figure 11: New flavor trends in distilled spirits, 2006
- Trend toward premium
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- Figure 12: New distilled spirits introductions, by product claims, 2001-06
- Eye-catching packaging differentiates
Market Segmentation
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- Introduction
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- Figure 13: Total U.S. volume sales of distilled spirits, segmented by type, 2004 and 2006
- White spirits
- Vodka
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- Figure 14: Total U.S. volume sales of vodka, 2001-06
- Rum
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- Figure 15: Total U.S. volume sales of rum, 2001-06
- Gin
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- Figure 16: Total U.S. volume sales of gin, 2001-06
- Tequila
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- Figure 17: Total U.S. volume sales of tequila, 2001-06
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- Figure 18: Consumption of distilled spirits/cordials/liqueurs, by Hispanics and non-Hispanics,
- Dark spirits
- Whiskey
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- Figure 19: Total U.S. volume sales of whiskey, 2001-06
- Figure 20: Volume sales of whiskey sub-segments, 2001-06
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- Figure 21: Sub-segment share of whiskey volume, 2001-06
- Cordials and Liqueurs
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- Figure 22: Total U.S. volume sales of cordials and liqueurs, 2001-06
- Brandy and Cognac
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- Figure 23: Total U.S. volume sales of brandy and cognac, 2001-06
- Figure 24: Total U.S. brandy and cognac volume share and share change, 2000 and 2005
- Prepared cocktails
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- Figure 25: Total U.S. volume sales of prepared cocktails, 2001-06
Supply Structure
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- Foreign trade
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- Figure 26: U.S. imports and exports volume in proof gallons of distilled spirits, 2004 and 2005
- Figure 27: U.S. imports and exports volume in proof gallons of distilled spirits, 2004 and 2005
- Imports
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- Figure 28: Value of distilled spirits imported to the U.S., 2001-06
- Exports
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- Figure 29: U.S. distilled spirits exports value, 2001-06
- Companies and brands
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- Figure 30: Top manufacturer volume sales of distilled spirits in the U.S., 2004 and 2005
- Brand sales of distilled spirits
- White spirits
- Vodka
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- Figure 31: Manufacturer volume sales of vodka in the U.S., 2004 and 2005
- Rum
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- Figure 32: Manufacturer volume sales of rum in the U.S., 2004 and 2005
- Gin
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- Figure 33: Manufacturer volume sales of gin in the U.S., 2004 and 2005
- Tequila
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- Figure 34: Manufacturer volume sales of tequila in the U.S., 2004 and 2005
- Dark spirits
- Whiskey
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- Figure 35: Manufacturer volume sales of whiskey in the U.S., 2004 and 2005
- Cordials and Liqueurs
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- Figure 36: Manufacturer volume sales of cordials and liqueurs in the U.S., 2004 and 2005
- Brandy and Cognac
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- Figure 37: Manufacturer volume sales of brandy and cognac in the U.S., 2004 and 2005
- Prepared cocktails
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- Figure 38: Manufacturer volume sales of prepared cocktails in the U.S., 2004 and 2005
- Company profiles
- Diageo
- Future Brands
- Allied Domecq Spirits & Wine USA
- Bacardi USA
- Brown-Forman Corporation
- Constellation Brands
- Pernod Ricard USA
- Heaven Hill
- Absolut Spirits Company
Advertising and Promotion
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- Figure 39: Total distilled spirits advertising spending, by medium, 2004 and 2005
- Figure 40: Manufacturer advertising spending, by brands in the U.S., 2004 and 2005
- Absolut Spirits Company
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- Figure 41: Absolut Ruby Red vodka—TV ad, 2006
- Figure 42: Absolut vodka—TV ad, 2006
- Bacardi USA
- Bacardi Rum
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- Figure 43: Bacardi Big Apple rum—TV ad, 2006
- Figure 44: Bacardi Rum superior original—TV ad, 2006
- Bombay Sapphire Gin
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- Figure 45: Bombay Sapphire Gin—TV ad, 2006
- Dewar’s White Label whiskey
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- Figure 46: Dewar's White Label whiskey—TV ad, 2006
- Grey Goose Vodka
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- Figure 47: Grey Goose L'Orange vodka—TV ad, 2006
- Brown-Forman Beverages
- Jack Daniel’s whiskey
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- Figure 48: Jack Daniel's Bourbon whiskey—TV ad, 2006
- Diageo
- Johnnie Walker whiskey
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- Figure 49: Johnnie Walker Black Label—TV ad, 2006
- Captain Morgan rum
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- Figure 50: Captain Morgan Rum —TV ad, 2006
- Smirnoff vodka
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- Figure 51: Smirnoff vodka—TV ad, 2006
- Tanqueray gin
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- Figure 52: Tanqueray gin—TV ad, 2006
- Constellation Brands
- Chivas Regal whiskey
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- Figure 53: Chivas Regal whiskey—TV ad, 2006
- Crown Royal whiskey
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- Figure 54: Crown Royal whiskey—TV ad, 2006
- Pernod Ricard USA
- Stolichnaya vodka
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- Figure 55: Stolichnaya blueberi vodka—TV ad, 2006
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Retail Distribution
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- Introduction
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- Figure 56: U.S. retail sales of distilled spirits, by channel, 2004 and 2006
- On-premise
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- Figure 57: U.S. on-premise dollar sales of distilled spirits, at current and constant prices, 2001-06
- Liquor/package/mass merchandiser
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- Figure 58: U.S. liquor store/package/mass dollar sales of distilled spirits, at current and constant prices, 2001-06
- Supermarkets
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- Figure 59: U.S. supermarkets dollar sales of distilled spirits, at current and constant prices, 2001-06
Future and Forecast
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- Future trends
- Demographic influence on the market
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- Figure 60: U.S. population and projections, by age, 2001-11
- Continued trend towards flavored and premium distilled spirits
- Continued trend towards cocktail culture
- Popularity of energy drinks as a mixer benefits the cocktail culture
- New mixers and distilled spirits flavors benefit the cocktail culture
- Hispanic population may become an important growth driver
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- Figure 61: Consumption of distilled spirits and cordials/liqueurs by Hispanics, by age, May 2005-June 2006
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- Figure 62: Population, by race and Hispanic origin, 2001-11
- Market forecast
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- Figure 63: Forecast of total U.S. retail sales of distilled spirits, at current and constant prices, 2006-11
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- Figure 64: Forecast of total U.S. retail volume sales of distilled spirits, 2006-11
Appendix: Trade Associations
Appendix: New Product Briefs
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