Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- Figure 1: Total U.S. sales and fan chart forecast of dark spirits, at current prices, 2007-17
- Market factors
- Consumption patterns staying steady
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- Figure 2: Dark spirits consumption, January 2011-March 2012
- Population growth among adults 21+ makes for larger target audience
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- Figure 3: U.S. population aged 21 or older, 2006-16
- Figure 4: Population aged 21 or older, by race and Hispanic origin, 2006-16
- Retail channels
- Off-premise accounts for majority of volume sales
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- Figure 5: Total U.S. off-premise sales of dark spirits, 2007-12
- Figure 6: Total U.S. on-premise sales of dark spirits, 2007-12
- Volume sales concentrated among top three companies
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- Figure 7: Company sales of dark spirits, 2010 and 2011
- The consumer
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- Figure 8: Consumption of dark spirits, by type, May 2012
- Relaxation, taste, and socializing primary reasons for dark spirits consumption
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- Figure 9: Motivation for drinking dark spirits, by gender, May 2012
- Dark spirits most likely enjoyed at home
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- Figure 10: Locations for drinking dark spirits, by gender, May 2012
- What we think
Issues in the Market
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- How can dark spirits attract more women drinkers?
- How can dark spirits be positioned to attract young consumers aged 21+?
- How do Americans reconcile pursuit of healthy living with alcohol use?
Insights and Opportunities
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- Develop more uniquely flavored premixed dark spirits drinks
- Develop cross-promotions/expand into other categories
- Resealable packaging serves as a form of portion control
- Provide nutritional information on packaging
- Eco-friendly packaging may provide a point of differentiation
Trend Applications
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- Sense of the Intense
- Extend My Brand
- 2015 Trend
Market Size and Forecast
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- Key points
- Dark spirits market appears to be rebounding slightly from recession
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- Figure 11: Total U.S. retail sales and forecast of market, at current prices, 2007-17
- Figure 12: Total U.S. retail sales and forecast of market, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 13: Total U.S. sales and fan chart forecast of market, at current prices, 2007-17
Market Drivers
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- Key points
- Dark spirits consumption trends holding steady
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- Figure 14: Dark Spirits consumption trended, February 2007-March 2012
- Age more than just a number to dark spirits category
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- Figure 15: U.S. population aged 21 or older, 2006-16
- Asian and Hispanic growth potentially increases target audience
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- Figure 16: Population aged 21 or older, by race and Hispanic origin, 2006-16
- Consumer sentiment and disposable income still reeling
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- Figure 17: Consumer Sentiment, March 2007-May 2012
- Figure 18: Real disposable personal income, January 2007-April 2012
Competitive Context
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- Key points
- White spirits’ connection with women hurting dark spirits
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- Figure 19: Ways of drinking dark spirits, May 2012
- Wine is the alcoholic beverage of choice for in-home use
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- Figure 20: Alcoholic beverage consumption at home preferences, May 2012
- Beer category taps nearly twice as much dollar sales as dark spirits
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- Figure 21: Total U.S. sales and forecast of beer, at current prices, 2006-16
Segment Performance—Dark Spirits
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- Key points
- Whiskey/whisky largest dark spirits segment
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- Figure 22: U.S. volume sales of dark spirits, 2007-12
- Recent growth may be good fortune for dark spirits
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- Figure 23: U.S. volume sales of dark spirits, 2007-12
Segment Performance—Whiskey/Whisky
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- Key points
- Whiskey/whisky sales not barreling forward
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- Figure 24: U.S. volume sales of whiskey/whisky, 2007-12
Segment Performance—Cordial and Liqueur
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- Key points
- Cordials/liqueurs need more usage occasions
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- Figure 25: U.S. volume sales of cordials and liqueurs, 2007-12
Segment Performance—Brandy and Cognac
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- Key points
- Brandy and Cognac somewhat of an afterthought
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- Figure 26: U.S. volume sales of brandy and Cognac, 2007-12
Retail Channels—Off-Premise
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- Key points
- Off-premise take a hit during economic downturn
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- Figure 27: Total U.S. off-premise sales of dark spirits, 2007-12
Retail Channels—On-Premise
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- Key points
- On-premise outpaces overall category growth
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- Figure 28: Total U.S. on-premise sales of dark spirits, 2007-12
Leading Companies
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- Key points
- Product diversity key to category success
- Leading companies’ news and developments
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- Figure 29: Manufacturer sales of market, 2010 and 2011
Brand Share—Canadian Whisky
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- Key points
- Canadian Whisky sales are on ice
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- Figure 30: Leading brands sales of Canadian whisky, by volume, 2010 and 2011
Brand Share—American Straight Whiskey
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- Key points
- Segment’s sales concentrated among Jack Daniel’s and Jim Beam brands
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- Figure 31: Leading brands of American straight whiskey, by volume, 2010 and 2011
Brand Share—Scotch Whisky
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- Key points
- Sales well-distributed throughout segment
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- Figure 32: Leading brands of Scotch whisky, by volume, 2010 and 2011
Brand Share—American Blended Whiskey
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- Key points
- American blended whiskey sagging due to lack of growth
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- Figure 33: Leading brands of American blended whiskey, by volume, 2010 and 2011
Brand Share—Irish/Other Imported Whiskey
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- Key points
- Jameson makes other Irish whiskey brands green with envy
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- Figure 34: Leading brands of Irish/imported whiskey, by volume, 2010 and 2011
Brand Share—Brandy and Cognac
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- Key points
- Top two companies account for half of the segment’s sales
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- Figure 35: Leading brands of brandy and Cognac, by volume, 2010 and 2011
Brand Share—Cordials/Liqueurs
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- Key points
- Flavors mixing well in this segment
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- Figure 36: Leading brands of cordials/liqueurs, by volume, 2010 and 2011
Innovations and Innovators
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- Key points
- Whiskey/whisky products find innovation to be a good mixer
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- Figure 37: Number of dark spirits launches during past year, by segment
- Cold economy heats up innovation process
- Product innovations
- Flavor
- Packaging innovations
- Easy-to-grip/portable
Marketing Strategies
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- Overview of the brand landscape
- Brand analysis: Diageo
- Brand analysis: Beam Inc.
- Brand analysis: Brown-Forman
- TV advertising
- Jim Beam Red Stag
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- Figure 38: Red Stag, Unexpected, June 2012
- Bailey’s
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- Figure 39: Bailey’s, “icicles,” December 2011
- Crown Royal
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- Figure 40: Crown Royal, “Let’s party Safe,” December 2011
Types of Dark Spirits Consumed
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- Key points
- Consumers giving cordials/liqueurs and whiskies a shot
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- Figure 41: Consumption of dark spirits, by type, May 2012
- Men of all ages tend to drink dark spirits more than women
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- Figure 42: Consumption of dark spirits, by type, by gender and age, May 2012
- Cognac consumption highest among men and lower-income households
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- Figure 43: Cognac you drank in the last 30 days, by gender, January 2011-March 2012
- Figure 44: Cognac you drank in the last 30 days, by household income, January 2011-March 2012
- Cordials/liqueurs appeal to higher-earning households
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- Figure 45: Cordials and Liqueurs, by gender, January 2011-March 2012
- Figure 46: Cordials and Liqueurs, by household income, January 2011-March 2012
- Canadian whisky generates highest monthly consumption
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- Figure 47: Canadian whisky you drank in the last 30 days, by gender, January 2011-March 2012
- Figure 48: Canadian whisky you drank in the last 30 days, by household income, January 2011-March 2012
- Upscale-skewing bourbon whiskey produces greatest disparity among consumption levels in men and women
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- Figure 49: Bourbon whiskey you drank in the last 30 days, by gender, January 2011-March 2012
- Figure 50: Bourbon whiskey you drank in the last 30 days, by household income, January 2011-March 2012
- Scotch whisky enjoys broad appeal
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- Figure 51: Scotch whisky, by gender, January 2011-March 2012
- Figure 52: Scotch whisky, by household income, January 2011-March 2012
- Blended whisky/rye holds strong appeal among lower income levels
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- Figure 53: Blended whisky or rye, by gender, January 2011-March 2012
- Figure 54: Blended whisky or rye, by household income, January 2011-March 2012
- Not much luck of the Irish when it comes to whiskey
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- Figure 55: Irish whiskey you drank in the last 30 days, by gender, January 2011-March 2012
- Figure 56: Irish whiskey you drank in the last 30 days, by household income, January 2011-March 2012
- Dark spirits consumption highest among wealthiest
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- Figure 57: Consumption of dark spirits, by type, by household income, May 2012
- Millennials’ dark spirits usage may bode well for the future
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- Figure 58: Consumption of dark spirits, by type, by generations, May 2012
- Irish whiskey consumers interested in a range of dark spirits
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- Figure 59: Consumption of dark spirits, by type, by consumption of dark spirits, by type, May 2012
- Figure 60: Consumption of dark spirits, by type, by consumption of dark spirits, by type, May 2012
Reasons/Motivations for Drinking Dark Spirits
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- Key points
- Men more likely to drink with co-workers, women with their family
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- Figure 61: Motivation for drinking dark spirits, by gender, May 2012
- Relaxation primary motivation for all ages of men and women for drinking dark spirits
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- Figure 62: Motivation for drinking dark spirits, by gender and age, May 2012
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- Figure 63: Motivation for drinking dark spirits, by generations, May 2012
- Figure 64: Motivation for drinking dark spirits, by household income, May 2012
Where Dark Spirits are Consumed and the Positioning of Spirits Consumed
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- Key points
- Home is where the dark spirits consumer is
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- Figure 65: Locations for drinking dark spirits, by gender, May 2012
- Figure 66: Locations for drinking dark spirits, by household income, May 2012
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- Figure 67: Locations for drinking dark spirits, by generations, May 2012
- Figure 68: Locations for drinking dark spirits, by motivation for drinking dark spirits, May 2012
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- Figure 69: Locations for drinking dark spirits, by motivation for drinking dark spirits, May 2012
- Figure 70: Type of dark spirits consumed, by market positioning, May 2012
Market Perception of Dark Spirits
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- Key points
- Mid-range hits the target in terms of price point
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- Figure 71: Market position of dark spirits consumed, by occasion, May 2012
- Different personality traits associated with various dark spirits
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- Figure 72: Perceived image of dark spirits drinkers, May 2012
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- Figure 73: Dark Spirits Correspondence Analysis, May 2012
Purchase Attributes of Dark Spirits
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- Key points
- Familiarity is a key component of purchase decisions
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- Figure 74: Purchase influencers of dark spirits, by gender, May 2012
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- Figure 75: Purchase influencers of dark spirits, by household income, May 2012
- Figure 76: Purchase influencers of dark spirits, by generations, May 2012
- Brand familiarity important to men and women of all ages
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- Figure 77: Purchase influencers of dark spirits, by gender and age, May 2012
Impact of Race/Hispanic Origin
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- Key points
- Hispanics, Asians most likely to drink dark spirits
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- Figure 78: Consumption of dark spirits, by type, by race/Hispanic origin, May 2012
- Minimal variability regarding drinking locations
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- Figure 79: Locations for drinking dark spirits, by race/Hispanic origin, May 2012
- Hispanics most likely to respond to purchase influencers
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- Figure 80: Purchase influencers of dark spirits, by race/Hispanic origin, May 2012
Appendix—Custom Groups by Market Position of Dark Spirits
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- Figure 81: Consumption of dark spirits, by type, by dark spirit groups, May 2012
- Figure 82: Usage of dark spirits based on market position, by gender and age, May 2012
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- Figure 83: Usage of dark spirits based on market position, by household income, May 2012
- Figure 84: Usage of dark spirits based on market position, by region, May 2012
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- Figure 85: Usage of dark spirits based on market position, by generations, May 2012
- Figure 86: Consumption of dark spirits, by type, by market position, May 2012
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- Figure 87: Motivation for drinking dark spirits, by dark spirit market position, May 2012
- Figure 88: Locations for drinking dark spirits, by dark spirit market position, May 2012
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- Figure 89: Purchase influencers of dark spirits, by dark spirit market position, May 2012
- Figure 90: Dark spirit market position, by demographics, May 2012
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Appendix—Other Useful Consumer Tables
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- Figure 91: Consumption of dark spirits, by type, by region, May 2012
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- Figure 92: Motivation for drinking dark spirits, by region, May 2012
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- Figure 93: Locations for drinking dark spirits, by region, May 2012
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- Figure 94: Purchase influencers of dark spirits, by region, May 2012
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Appendix—Trade Associations
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