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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- Overview
- The market
- Innovation, rise in premium products help dark spirits market grow through 2018
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- Figure 1: Total U.S. sales and fan chart forecast of dark spirits, at current prices, 2008-18
- Whiskey remains the dominant segment, but cordials and liqueurs growing faster
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- Figure 2: U.S. volume sales of dark spirits, by segment, 2008-13
- Still the smallest subsegment, Irish whiskey outgrowing more dominant types
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- Figure 3: U.S. volume sales of whiskey, by type, 2008-13
- The consumer
- Whiskey leads category, but cordials and liqueurs have the most ageless appeal
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- Figure 4: Consumption of dark spirits, by age, August 2013
- Dark spirits benefits from at-home, during the week consumption
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- Figure 5: Locations for spirits and RTDs consumption, by category, August 2013
- Brandy and Cognac least likely to be limited to consumption only once a month
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- Figure 6: Frequency of dark spirits consumption by consumption of dark spirits, August 2013
- Trial of new whiskies driven more by price than by flavor
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- Figure 7: Attitudes toward new whiskey purchases, by gender, August 2013
- What we think
Issues and Insights
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- What can inspire more frequent consumption of dark spirits?
- Issues
- Insights
- How can manufacturers increase on-premise sales of dark spirits?
- Issues
- Insights
- Can brandy and Cognac capitalize on rise of competitive dark spirits?
- Issues
- Insights
- How can the segment appeal to drinkers who are inactive in dark spirits?
- Issues
- Insights
Trend Applications
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- Trend: The Real Thing
- Trend: Experience Is All
- Mintel Futures: East Meets West
Market Size and Forecast
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- Key points
- Dark spirits rebound from recessionary declines to post annual growth
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- Figure 8: U.S. volume sales of dark spirits, 2008-13
- Prices play a part in bright outlook for dark spirits forecast through 2013
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- Figure 9: Total U.S. sales and forecast of dark spirits, at current prices, 2008-18
- Figure 10: Total U.S. sales and forecast of dark spirits, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 11: Total U.S. sales and fan chart forecast of dark spirits, at current prices, 2008-18
Market Drivers
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- Key points
- Nearly three in 10 adults of legal drinking age do not drink or use alcohol
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- Figure 12: Consumption of alcohol, by gender and age, August 2013
- Figure 13: Consumption of alcohol, by race and Hispanic Origin, August 2013
- Introduction, education could bring new consumers into category
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- Figure 14: Consumption of dark spirits, by gender, August 2013
- Figure 15: Consumption of spirits and RTDs, by type, August 2013
- Dark spirits need to appeal to fast-growing 55+ population
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- Figure 16: U.S. population aged 21 or older, by age, 2008-18
- Figure 17: Consumption of dark spirits, by generations, August 2013
- Multicultural population growth brightens dark spirits’ prospects
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- Figure 18: U.S. population aged 21 or older, by race and Hispanic origin, 2008-18
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- Figure 19: Consumption of dark spirits, by race/Hispanic origin, August 2013
Competitive Context
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- People are curious about alcohol, but some prefer beer, wine to spirits
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- Figure 20: Reasons for not drinking spirits or RTDs, August 2013
- Beer, wine have appeal over spirits at home or away
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- Figure 21: Total U.S. retail sales and forecast of alcohol for home-based consumption, by segment, at current prices, 2007-17
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- Figure 22: Alcohol types typically ordered on-premise, by gender, October 2012
- Cross-category consumption limits frequency within spirits, RTDs
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- Figure 23: Frequency of consumption of spirits and RTDs, by category, August 2013
- Figure 24: Diageo coupon ad, September 2013
Segment Performance
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- Key points
- Cordials, liqueurs report highest growth of dark spirits segments
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- Figure 25: U.S. volume sales of dark spirits, by segment, 2008-13
- Figure 26: U.S. volume sales of dark spirits, by segment, 2011 and 2013
- American straight whiskey, Canadian whisky lead sales, preferences
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- Figure 27: U.S. volume sales of whiskey, by segment share, 2012
- Irish whiskey remains a small subsegment, but outgrowing fellow whiskies
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- Figure 28: U.S. volume sales of whiskey, by type, 2008-13
- Figure 29: U.S. whiskey volume sales, by subsegment, 2012 and forecasted 2017 sales
Retail Channels
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- Key points
- Retail sales far exceed on-premise sales, but bars and restaurants gaining
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- Figure 30: U.S. volume sales of dark spirits, by channel, 2008-13
- Figure 31: U.S. volume sales of dark spirits, by channel, 2011-13
- Cocktails and exclusive offerings could reinvigorate on-premise
Leading Companies
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- Key points
- Alcohol manufacturers defend market share, post positive sales
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- Figure 32: Dark spirits leading companies, by volume sales, 2011 and 2012
- Amid global goals, Diageo adds marketing, ups prices in North America
- Brown-Forman upgrades to distilleries of its leading whiskey brands
Brand Share – Whiskey
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- Key points
- Jameson, Woodford Reserve, Maker’s Mark perform best in rising segment
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- Figure 33: Leading brands of whiskey, by volume sales, 2011 and 2012
- Increased interest inspires whiskey manufacturers get more creative
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- Figure 34: U.S. whiskey launches, by launch type, 2011-13*
- Top four bourbons appeal across ages, with Jack Daniel’s on top
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- Figure 35: Consumption of top 10 bourbon whiskey brands, by age, May 2012-June 2013
- Jack Daniel’s expands all-age appeal with new expressions
- Crown Royal leads Canadian whisky brands, enters flavored arena
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- Figure 36: Consumption of Canadian whisky brands, by gender and household income, May 2012-June 2013
- Scotch whisky not just for men, although not all brands have unisex appeal
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- Figure 37: Consumption of top 10 Scotch whisky brands, by gender, May 2012-June 2013
- Irish whiskey brands find individual appeal between genders, incomes
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- Figure 38: Consumption of Irish whiskey brands, by gender, May 2012-June 2013
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- Figure 39: Consumption of Irish whiskey brands, by household income, May 2012-June 2013
Brand Share – Cordials and Liqueurs
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- Key points
- Whiskey’s popularity reaches and lifts segment performance
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- Figure 40: Leading brands of cordials and liqueurs, by volume sales, 2011 and 2012
- Cordials and liqueurs find their own niches, but usage remains infrequent
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- Figure 41: Consumption of cordial and liqueur brands, by age, May 2012-June 2013
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- Figure 42: Cordial and liqueur brand consumption, by gender and household income, May 2012-June 2013
Brand Share – Brandy and Cognac
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- Key points
- Premium brands drive sales, but not enough to keep pace with competition
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- Figure 43: Leading brands of Brandy and Cognac, by volume sales, 2011 and 2012
- Cognac connects with blacks, Hispanics of all ages
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- Figure 44: Consumption of cognac brands, by race and Hispanic origin and age, May 2012-June 2013
- Unlike Cognac, brandy lacks appeal to higher-income drinkers
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- Figure 45: Consumption of Brandy brands, by gender and household income, May 2012-June 2013
Innovations and Innovators
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- Dark spirits lag in innovation compared to other alcoholic categories
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- Figure 46: U.S. new alcoholic beverage products, by GNPD subcategory, August 2012-13
- Figure 47: U.S. dark spirits launches, by segment, 2008-2013*
- Hybrid products blend influence, liquors for broader appeal
- Flavor innovations range from sticky sweet to seasonal selections
- Packaging also sets products apart in growing category
Marketing Strategies
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- Figure 48: Measured ad spending by distilled spirits category, 2011-12
- Theme – Craftsmanship
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- Figure 49: Jack Daniel’s “Barrels” broadcast ad still, September 2012
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- Figure 50: Gentleman Jack “Secret Meetings” broadcast ad still, April 2013
- Theme – Quirky
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- Figure 51: Southern Comfort “Beach” broadcast ad still, August 2012
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- Figure 52: Southern Comfort “Karate” broadcast ad still, August 2013
- Theme – Celebrity endorsement
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- Figure 53: Hennessy “Hennessy x Nas” broadcast ad still, June 2013
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- Figure 54: Hennessy Nas print ad, June/July 2013
- Figure 55: Hennessy Wild Rabbit print ad, June/July 2013
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Social Media
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- Key points
- Key social media metrics
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- Figure 56: Key social media metrics, dark spirits, September 2013
- Market overview
- Brand usage and awareness
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- Figure 57: Usage and awareness of selected dark spirits brands, August 2013
- Interaction with dark spirits brands
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- Figure 58: Interaction with dark spirits brands, August 2013
- Online conversations
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- Figure 59: Online mentions around selected dark spirits brands, by day, March 24-Sept. 23, 2013
- Where are people talking about dark spirits brands?
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- Figure 60: Online mentions around selected dark spirits brands, by page type, March 24-Sept. 23, 2013
- What are people talking about?
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- Figure 61: Online conversations around selected dark spirits brands, March 24-Sept. 23, 2013
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- Figure 62: Online conversations around selected dark spirits brands, by day, March 24-Sept. 23, 2013
- Analysis by brand
- Hennessy
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- Figure 63: Social media metrics-Hennessy, September 2013
- Key online campaigns
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- Figure 64: Word cloud representing terms associated with Hennessy’s “White Rabbit” campaign, Sept. 1, 2012-Sept. 25, 2013
- What we think
- Jack Daniel’s
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- Figure 65: Social media metrics-Jack Daniel’s
- Key online campaigns
- What we think
- Southern Comfort
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- Figure 66: Social media metrics-Southern Comfort, September 2013
- Key online campaigns
- What we think
- Crown Royal
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- Figure 67: Social media metrics-Crown Royal, September 2013
- Key online campaigns
- What we think
- Baileys
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- Figure 68: Social media metrics-Baileys, September 2013
- Key online campaigns
- What we think
- Maker’s Mark
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- Figure 69: Social media metrics-Maker’s Mark, September 2013
- Key online campaigns
- What we think
The Consumer – Segment Preferences and Attitudes
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- Key points
- Whiskey leads category, but cordials and liqueurs have ageless appeal
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- Figure 70: Consumption of dark spirits, by age, August 2013
- Cross-promotion, hybrid spirits could court new drinkers, occasions
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- Figure 71: Consumption of dark spirits by consumption of dark spirits, August 2013
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- Figure 72: Consumption of dark spirits by consumption of white spirits and RTDs, August 2013
- Dark spirits drinkers less concerned with ‘skinny,’ better see health angle
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- Figure 73: Attitudes about spirits and health, by spirits consumption, August 2013
- Flavors not seen as intriguing in dark spirits as in white spirits
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- Figure 74: Attitudes about flavored spirits, by dark spirits consumption, August 2013
- Product origin more important to dark spirits drinkers than white spirits
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- Figure 75: Attitudes about spirits consumption on-premise, by dark spirits consumption, August 2013
The Consumer – Drinking Occasions
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- Key points
- Few times a month or less most likely in dark spirits category
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- Figure 76: Frequency of dark spirits consumption, by gender, August 2013
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- Figure 77: Frequency of dark spirits consumption, by race/Hispanic origin, August 2013
- Nearly three quarters of drinkers prefer to imbibe dark spirits at home
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- Figure 78: Locations, timing, and occasions of spirits and RTDs consumption, by category, August 2013
- Category at an advantage when it comes to during the week consumption
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- Figure 79: Timing of dark spirits consumption, by gender, August 2013
- Northeast, Midwest dark spirits fans a target for more social drinking
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- Figure 80: Occasions for dark spirits consumption, by region, August 2013
- On-premise opportunities can expand appeal to varying ages
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- Figure 81: Locations for dark spirits consumption, by age, August 2013
- Premium brands, cocktails have entry point in on-premise venues
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- Figure 82: Attitudes about spirits consumption on-premise, by spirits consumption, August 2013
- Higher household incomes influence venue in which spirits are consumed
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- Figure 83: Locations for dark spirits consumption, by region, August 2013
- Dark spirits could be tied in with meal times for new usage occasion
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- Figure 84: Occasions for dark spirits consumption, by age, August 2013
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- Figure 85: Occasions for dark spirits consumption, by gender, August 2013
The Consumer – Preferences for Other Dark Spirits
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- Key points
- Brandy, Armagnac, and Cognac least likely to be limited to once a month
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- Figure 86: Frequency of dark spirits consumption by consumption of dark spirits, August 2013
- Education, new recipes could expand brandy, Armagnac, Cognac usage
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- Figure 87: Brandy, Armagnac, and Cognac consumption by preferred drink type, August 2013
- Variations in types of cordials, liqueurs influences preferred drink types
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- Figure 88: Cordial and liqueur consumption by preferred drink type, by gender, August 2013
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- Figure 89: Cordial and liqueur consumption by preferred drink type, by age, August 2013
- Cream liqueurs favored by lower incomes, non-cream by more affluent
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- Figure 90: Adult consumption of cordials and liqueurs, by form, by household income, May 2012-June 2013
- Cordials and liqueurs have opportunity to court more affluent drinkers
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- Figure 91: Consumption of dark spirits, by household income, August 2013
The Whiskey Consumer – Drinking Occasions
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- Key points
- Men like whiskey neat, while women prefer it with mixers
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- Figure 92: Whiskey consumption by preferred drink type, by Gender, August 2013
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- Figure 93: Whiskey consumption by preferred drink type, by age, August 2013
- Neat, on the rocks consumers likely part of the quality-conscious segment
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- Figure 94: Attitudes toward whiskey, by drink type, by gender, August 2013
- Brands hold sway in consumer choice, but process gaining influence
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- Figure 95: Important attributes influencing whiskey purchases, by gender, August 2013
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- Figure 96: Attitudes toward whiskey production, by gender, August 2013
- Recommendations connect with women, younger whiskey buyers
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- Figure 97: Important attributes influencing whiskey purchases, by age, August 2013
- Trial of new whiskies driven mostly by price then by flavor
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- Figure 98: Attitudes toward new whiskey purchases, by gender, August 2013
- Value whiskies could counter premiumization by emphasizing ordinariness
- Quality-conscious whiskey drinkers likely drivers of craft distilling boom
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- Figure 99: Attitudes toward whiskey, by drink type, by gender, August 2013
The Whiskey Consumer – Subsegment Preferences
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- Key points
- American, Irish whiskies only subsegments to have unisex appeal
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- Figure 100: Consumption of whiskey by type, by gender, August 2013
- Older whiskey drinkers more willing to consume across segments
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- Figure 101: Consumption of whiskey by type, by age, August 2013
- Whiskey fans more aware of subsegments than white spirits drinkers
- Production processes, price hold sway in particular subsegments
- Whiskey drinkers experiment with subsegments from similar places
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- Figure 102: Consumption of whiskey by type, by consumption of whiskey by type, August 2013
- Irish whiskey drinkers open to new products, Scotch fans cue in on quality
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- Figure 103: Attitudes toward spirits by consumption of whiskey by type, August 2013
- RTDs could be new frontier for various subsegments
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- Figure 104: Consumption of whiskey by type, by consumption of spirits and RTDs, August 2013
Key Driver Analysis – American Straight Whiskey
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- Methodology
- American whiskey drinkers a young, active, and patriotic group
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- Figure 105: Key drivers of drinking American straight whiskey and/or bourbon consumption, October 2013
Correspondence Analysis
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- Methodology
- Dark spirits fans have versatile approach to drink styles in the category
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- Figure 106: Correspondence Analysis, October 2013
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- Figure 107: Dark spirit consumption by preferred drink type, October 2013
Appendix – Other Useful Consumer Tables
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- Segment Performance
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- Figure 108: Total U.S. volume sales of whiskey, at current prices, 2008-13
- Figure 109: U.S. volume sales of cordials and liqueurs, at current prices, 2008-13
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- Figure 110: U.S. volume sales of brandy and Cognac, at current prices, 2008-13
- Retail Channels
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- Figure 111: U.S. on-premise volume sales of dark spirits, at current prices, 2008-13
- Figure 112: U.S. off-premise volume sales of dark spirits, at current prices, 2008-13
- The Consumer – Segment Preferences and Attitudes
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- Figure 113: Consumption of alcohol, by household income, August 2013
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- Figure 114: Consumption of dark spirits, by region, August 2013
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- Figure 115: Consumption of dark spirits, by consumption of white spirits, August 2013
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- Figure 116: Consumption of dark spirits by consumption of RTDs, August 2013
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- Figure 117: Agreement with attitudes and behaviors toward spirits, by consumption of spirits and RTDs, August 2013
- The Consumer – Drinking Occasions
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- Figure 118: Locations dark spirits consumption, by gender, August 2013
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- Figure 119: Timing for dark spirits consumption, by age, August 2013
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- Figure 120: Timing of dark spirits consumption, by region, August 2013
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- Figure 121: Locations, timing, and occasions of dark spirits consumption, by consumption of dark spirits, August 2013
- The Consumer – Other Dark Spirits Preferences
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- Figure 122: Adult consumption of cordials and liqueurs, by form, by age, May 2012-June 2013
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- Figure 123: Adult consumption of cordials and liqueurs, by kind, by household income, May 2012-June 2013
- The Whiskey Consumer: Drinking Occasions
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- Figure 124: Spirits consumption by preferred drink type, by segment, August 2013
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- Figure 125: Important attributes influencing whiskey purchases, by region, August 2013
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- Figure 126: Attitudes toward whiskey, by region, August 2013
Appendix – Social Media
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- Brand usage or awareness
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- Figure 127: Brand usage or awareness, August 2013
- Figure 128: Southern Comfort usage or awareness, by demographics, August 2013
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- Figure 129: Crown Royal usage or awareness, by demographics, August 2013
- Figure 130: Jack Daniel’s usage or awareness, by demographics, August 2013
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- Figure 131: Maker’s Mark usage or awareness, by demographics, August 2013
- Figure 132: Baileys usage or awareness, by demographics, August 2013
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- Figure 133: Hennessy usage or awareness, by demographics, August 2013
- Activities done
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- Figure 134: Activities done, August 2013
- Figure 135: Southern Comfort – Activities done, by demographics, August 2013
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- Figure 136: Crown Royal – Activities done, by demographics, August 2013
- Figure 137: Jack Daniel’s – Activities done, by demographics, August 2013
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- Figure 138: Maker’s Mark– Activities done, by demographics, August 2013
- Figure 139: Baileys – Activities done, by demographics, August 2013
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- Figure 140: Hennessy – Activities done, by demographics, August 2013
- Online conversations
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- Figure 141: Online mentions around selected dark spirits brands, by day, March 24-Sept. 23, 2013
- Figure 142: Online mentions around selected dark spirits brands, by page type, March 24-Sept. 23, 2013
- Figure 143: Online conversations around selected dark spirits brands, March 24-Sept. 23, 2013
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- Figure 144: Online conversations around selected dark spirits brands, by day, March 24-Sept. 23, 2013
Appendix – Key Driver Analysis
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- Figure 145: American Straight Whiskey and/or bourbon consumption-key driver output, October 2013
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Appendix – Trade Associations
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