The dark spirits category is expected to reach an all-time high of $21.4 billion in total U.S. 2012 estimated sales. The fact that this was accomplished following one of the worst recessions in the country’s history makes the accomplishment all the more impressive. However, growth was not all that strong in 2012 and was below 2011 levels, which may be cause for concern if the industry is not able to generate stronger, more sustainable growth. While dark spirits have weathered the recession better than many other categories, the fact remains that not everyone is a potential target as some people do not drink at all and those who do may be content with less potent (and more affordable) beer and wine options.

Going forward, the industry must apply lessons learned during the recession to make sure it is in position to maximize sales opportunities in the future. With this in mind, Mintel has developed insightful analysis regarding the following key issues that can make the difference between success or failure. Among the topics are:

What market drivers are likely to have the greatest impact on the dark spirits industry and how can companies and retailers convert challenges into opportunities?

Who are the most important target audiences for the dark spirits industry? What factors do consumers take into account when making a dark spirits purchase?

What is being done in terms of innovation to generate and maintain enthusiasm with regard to the dark spirits category? Which segments are most important to the market?

What are the leading companies and brands and what are they doing to build on their momentum?

How have the country’s economic struggles impacted on-premise vs. off-premise dark spirits consumption?

How much of a role do demographic factors (e.g., age, household income, gender, race) have on dark spirits drinkers’ buying habits? What are consumers’ attitudes toward the category in general and how do they affect buying behavior?