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 US sales and fan chart forecast of white spirits, at current prices, 2008-18
- Vodka dominates white spirits volume sales, rum and tequila catching up
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- Figure 2: US volume sales of white spirits, by segment, 2013*
- Category innovation not keeping pace with competitive alcoholic beverages
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- Figure 3: US alcoholic beverage launches, by white spirit and RTD subcategories, 2012-13*
- The consumer
- Young adults are most active across segments, vodka leads regardless of age
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- Figure 4: Consumption of white spirits and RTDs, by generation, August 2013
- Trend toward cross-category consumption limits usage frequency
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- Figure 5: Frequency of white spirit and/or RTD consumption, August 2013
- Brand is the strongest purchase influencer among white spirits segments
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- Figure 6: Top three important attributes influencing spirits purchases, by segment, August 2013
- Flavor, price more likely to drive RTD purchase than brand
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- Figure 7: Top five important attributes influencing RTD purchases, August 2013
- What we think
Issues and Insights
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- What can inspire more frequent consumption of white spirits and RTDs?
- Issues
- Insights
- How can RTDs rebound from slumping sales?
- Issues
- Insights
- What’s holding gin back from joining alcohol’s rising tide?
- Issues
- Insights
Trend Applications
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- Trend: Many Mes
- Trend: Objectify
- Mintel Futures: Old Gold
Market Size and Forecast – White Spirits
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- Key points
- White spirits bask in alcohol’s surge, only gin unable to capitalize on rise
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- Figure 8: US volume sales of white spirits, 2008-13
- Figure 9: US volume sales of white spirits, by segment, 2008-13
- Market size in dollar sales
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- Figure 10: Total US sales and forecast of white spirits, at current prices, 2008-18
- Figure 11: Total US sales and forecast of white spirits, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 12: Total US sales and fan chart forecast of market, at current prices, 2008-18
Market Drivers
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- Key points
- Three in 10 adults of legal drinking age do not drink or use alcohol
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- Figure 13: Consumption of alcohol, by gender and age, August 2013
- Figure 14: Consumption of alcohol, by race and Hispanic Origin, August 2013
- White spirits unused by just more than one quarter of alcohol users
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- Figure 15: Consumption of white spirits, by gender and age, August 2013
- RTDs have highest rate of abstention with more than half of adults inactive
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- Figure 16: Consumption of RTDs, by gender and age, August 2013
- White spirits, RTDs should find way to appeal to older adults
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- Figure 17: US population aged 21 or older, by age, 2008-18
- Growth in Asian, Hispanic population could bring growth to spirits
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- Figure 18: US population aged 21 or older, by race and Hispanic origin, 2008-18
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- Figure 19: Consumption of white spirits, by race/Hispanic origin, August 2013
- Figure 20: Consumption of RTDs, 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 21: Reasons for not drinking spirits or RTDs, August 2013
- Cross-category consumption limits frequency within spirits, RTDs
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- Figure 22: Frequency of consumption of spirits and RTDs, by category, August 2013
Leading Companies
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- Key points
- Dominant players continue to shape white spirits, RTD cocktail market
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- Figure 23: Leading white spirits and prepared cocktail companies, by volume, 2011-12
- Trendy tequila boosts Proximo Spirits performance
- Value spirits increases volume sales for Sazerac, Heaven Hill
- Wine companies enter spirits segment for stability, could shake up leaders
Brand Share – Vodka
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- Key points
- Segment’s growth boosts many leading brands as line extensions dominate
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- Figure 24: Leading brands of vodka, by volume, 2011-12
- Grey Goose, Ciroc appeal to young, Black vodka drinkers
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- Figure 25: Adult consumption of vodka, by brand, by gender and age, May 2012-June 2013
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- Figure 26: Adult consumption of vodka, by brand, by race/Hispanic origin, May 2012-June 2013
- Annual additions of hundreds of vodka not slowing segment down
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- Figure 27: US vodka launches, 2008-13*
- Pace of innovation places specific focus on vodka packaging designs
Brand Share – Rum
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- Key points
- Complex flavors, new options reconfigure performance in rum segment
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- Figure 28: Leading brands of rum, by volume, 2011-12
- Segment also rises from innovations, premium continues to influence
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- Figure 29: US rum launches, 2008-13*
- After surging in vodka, sweet-inspired flavors come to rum
- Flavored, aged rums connect with young, less affluent Hispanics
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- Figure 30: Adult consumption of rum, by brand, by Hispanic origin and age, May 2012-June 2013
- Figure 31: Adult consumption of rum, by brand, by Hispanic origin and household income, May 2012-June 2013
Brand Share – Tequila
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- Key points
- Diversification boosts segment volume sales at the sake of Jose Cuervo
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- Figure 32: Leading brands of tequila, by volume, 2011-12
- Tequila launches increase in recent years, 2013 on pace to hit high point
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- Figure 33: US tequila launches, 2008-13*
- Packaging designs help tequila brands stick out as variety increases
- Smaller varieties connect with Hispanics, others stick with traditional
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- Figure 34: Adult consumption of tequila, by brands, by Hispanic origin and age, May 2012-June 2013
Brand Share – Gin
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- Key points
- Flavored options, premium brands defy segment’s volume sales decline
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- Figure 35: Leading brands of gin, by volume sales, 2011-12
- Segment caught between premium and value, an opportunity for mid-tier
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- Figure 36: Adult consumption of gin, by brand, by household income, May 2012-June 2013
- Small batch a new focus for gin-makers, option for limited-edition offerings
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- Figure 37: US gin launches, 2008-13*
Market Size and Brand Share – RTDs
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- Key points
- Market size
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- Figure 38: US volume sales of RTDs, 2008-13
- Figure 39: US volume sales of RTD alcoholic beverages, by subsegment, 2008-13
- Some FMBs poised for premium, while others must stay affordable
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- Figure 40: Consumption of flavored RTDs, by brand, by household income, May 2012-June 2013
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- Figure 41: Adult consumption of coolers, by brand, by gender and household income, May 2012-June 2013
- Tropical cocktails, citrus flavors could retain Hispanics
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- Figure 42: Adult consumption of flavored ready-to-drink, non-cooler alcoholic beverages, by brand, by Hispanic origin and age, May 2012-June 2013
- Cocktail culture sends RTD cocktail volume sales tumbling
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- Figure 43: Leading brands of packaged RTD cocktails, by volume, 2011-12
- RTD Margaritas dominate pre-made segment, showcasing need to diversify
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- Figure 44: Adult consumption of prepared cocktail mixes with liquor, by brand, by age, May 2012-June 2013
- Despite flavor frenzy, RTD launches on the decline
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- Figure 45: US flavored alcoholic beverage launches, 2008-13*
- RTD innovations aim for higher-end drinkers, cocktail clutchers
- Moscato madness comes to RTD segment with sweet wine coolers
Innovations and Innovators
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- Category innovation not keeping pace with competitive alcohol segments
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- Figure 46: US alcoholic beverage launches, by sub-category, 2012-13*
- Hybrid launches increase spirits’ appeal to cross-category drinkers
- Flavor innovations approach new territory with savory options
- International innovations provide importable inspiration
- Flavors
- Packaging
Marketing Strategies
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- Figure 47: Measured ad spending by distilled spirits category, 2011-12
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- Figure 48: Measured media spending mix, by spirits category, 2012
- On-premise offers fresh creations, intrigue to entice brand trial, connection
- Theme: Inspiration
- Jose Cuervo
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- Figure 49: Jose Cuervo “Have a Story” ad still, August 2013
- Absolut
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- Figure 50: Absolut “Transform Today” ad still, September 2013
- Theme: History
- Captain Morgan
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- Figure 51: Captain Morgan “maidens” broadcast ad still, June 2013
- Bacardi
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- Figure 52: Bacardi “Cuba Libre” broadcast ad still, May 2013
- Theme: Quirky
- Smirnoff Ice
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- Figure 53: Smirnoff Ice “Straight Primpin” broadcast ad still, July 2013
- Mike’s Hard Lemonade
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- Figure 54: Mike’s Hard Lemonade “Hibachi” ad still, June 2013
- Figure 55: Mike’s Hard Lemonade “Bowling” ad still, June 2013
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Social Media
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- Key points
- Social media metrics
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- Figure 56: Key social media metrics, October 2013
- Market overview
- Brand usage and awareness
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- Figure 57: Brand usage and awareness for selected white spirits brands, August 2013
- Interaction with white spirits brands
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- Figure 58: Interaction with select white spirit brands, August 2013
- Online conversations
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- Figure 59: Online mentions around select white spirit brands, by day, April 1-Sept. 30, 2013
- Where are people discussing white spirit brands?
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- Figure 60: Online mentions around select white spirit brands, by page type, April 1-Sept. 30, 2013
- What are people talking about?
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- Figure 61: Topics of discussion among the selected white spirit brands, April 1-Sept. 30, 2013
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- Figure 62: Topics of discussion among the selected white spirit brands, by day, April 1-Sept. 30, 2013
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- Figure 63: Topics of discussion among the selected white spirit brands, by page type, April 1-Sept. 30, 2013
- Analysis by brand
- Bacardi
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- Figure 64: Social media metrics – Bacardi, October 2013
- Smirnoff
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- Figure 65: Social media metrics – Smirnoff, October 2013
- Absolut
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- Figure 66: Social media metrics – Absolut, October 2013
- Grey Goose
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- Figure 67: Social media metrics – Grey Goose, Oct. 2013
- Jose Cuervo
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- Figure 68: Social media metrics – Jose Cuervo, October 2013
- Tanqueray
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- Figure 69: Social media metrics – Tanqueray, October 2013
The Consumer – Spirits Usage and Preferences
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- Key points
- Vodka leads surveyed white spirits segments, gin most in need of a boost
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- Figure 70: Consumption of white spirits, by age, August 2013
- Premium spirits can appeal to range of incomes, depending on segment
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- Figure 71: Consumption of white spirits, by household income, August 2013
- Tequila has strong connection in West, remaining spirits split in regions
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- Figure 72: Consumption of white spirits, by household income, August 2013
- Favorite brand drives all white spirits purchases, but rum most of all
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- Figure 73: Important attributes influencing spirits purchases, August 2013
- Imports more interesting among white spirits drinkers than craft spirits
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- Figure 74: Agreement with attitudes and behaviors toward spirits, by consumption of spirits and RTDs, August 2013
The Consumer – Spirits Drinking Occasions
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- Key points
- White spirits most likely to be consumed a few times a month
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- Figure 75: Frequency of white spirits consumption, by gender and age, August 2013
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- Figure 76: Frequency of white spirits consumption, by consumption of dark spirits and RTDs, August 2013
- Gin, vodka enjoy most frequent consumption among drinkers
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- Figure 77: Frequency of white spirits consumption, by consumption of white spirits, August 2013
- Cater to older drinkers with promotion of weekday meal-time drinking
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- Figure 78: Locations, timing, and occasions of white spirits consumption, by gender and age, August 2013
- Blacks more likely to drink white spirits at home to unwind
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- Figure 79: Locations, timing, and occasions of white spirits consumption, by race/Hispanic origin, August 2013
- Tequila most popular on-premise, vodka and rum for weekend relaxation
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- Figure 80: Locations, timing, and occasions of dark spirits consumption, by consumption of white spirits, August 2013
The Vodka Consumer
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- Key points
- Half of young women like flavored vodka, men want to know how it’s made
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- Figure 81: Important attributes influencing vodka purchases, by gender and age, August 2013
- On-premise push could benefit vodka, which is strongest spirit at home
- Vodka most likely to be mixed, but young men open to vodka on its own
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- Figure 82: Vodka consumption by preferred drink type, by gender and age, August 2013
The Rum Consumer
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- Key points
- Rum could benefit from differentiation, especially among young women
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- Figure 83: Important attributes influencing rum purchases, by gender and age, August 2013
- Half of women who drink rum choose cocktails, men prefer mixed drinks
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- Figure 84: Rum consumption by preferred drink type, by gender and age, August 2013
- Light, spiced rum lead preferences, men more active in rum subsegments
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- Figure 85: Consumption of rum by type, by gender, August 2013
- Youngest consumers of legal drinking age open to various rum types
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- Figure 86: Consumption of rum by type, by age, August 2013
- Across household incomes, desire for flavor lifts spiced, dark rums
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- Figure 87: Consumption of rum by type, by gender and household income, August 2013
- Dark spirits, RTD provide inspiration, new users for various rum types
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- Figure 88: Consumption of rum by type, by consumption of spirits and RTDs, August 2013
- Dark rum buyers are more interested in process, premium than other types
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- Figure 89: Important attributes influencing rum purchases, by consumption of rum by type, August 2013
The Tequila Consumer
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- Key points
- Tap into curiosity of young men to develop a relationship that can last
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- Figure 90: Important attributes influencing tequila purchases, by gender and age, August 2013
- Anejo tequila takes bronze, as silver and gold appeal evenly to drinkers
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- Figure 91: Consumption of tequila by type, August 2013
- Women an important market for expansion of gold tequila’s expansion
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- Figure 92: Consumption of tequila by type, by gender and age, August 2013
- Tequila drinkers more likely to drink RTDs, dark spirits than white spirits
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- Figure 93: Consumption of tequila by type, by consumption of spirits and RTDs, August 2013
- Income likely plays a role between shooting and sipping tequila
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- Figure 94: Tequila consumption by preferred drink type, by household income, August 2013
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- Figure 95: Tequila consumption by preferred drink type, by gender and household income, August 2013
- Tequila more likely than other white spirits to be used with cocktail mixes
- Education could help tequila become a more acceptable at-home drink
The Gin Consumer
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- Key points
- Recommendations, ads most powerful in enticing younger drinkers
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- Figure 96: Important attributes influencing gin purchases, by age, August 2013
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- Figure 97: Important attributes influencing gin purchases, by gender, August 2013
- Emphasize gin’s versatility in occasions to court new drinkers
- Gin most consumed with a mixer, opportunity exists to promote premium
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- Figure 98: Gin consumption by preferred drink type, by gender, August 2013
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- Figure 99: Gin consumption by preferred drink type, by household income, August 2013
The RTD Consumer – Usage
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- Key points
- RTDs have strongest connection among youngest legal drink age adults
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- Figure 100: Consumption of RTDs, by age, August 2013
- Marketing should target time-pressed parents who want to unwind
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- Figure 101: Consumption of RTDs, by presence of children in household, August 2013
- Cross-category consumption should serve as inspiration for new RTDs
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- Figure 102: Consumption of RTDs by consumption of white spirits, August 2013
- Hispanics more interested in reduced-calorie RTDs than non-Hispanics
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- Figure 103: Adult consumption of coolers, by type, by Hispanic origin and age, May 2012-June 2013
- Margarita, strawberry daiquiri lead preferred cooler and FMB flavors
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- Figure 104: Adult consumption of coolers, by flavor, May 2012-June 2013
The RTD Consumer – Preferences and Occasions
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- Key points
- Young adults motivated by flavor, recommendations to choose RTDs
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- Figure 105: Important attributes influencing RTD purchases, by gender and age, August 2013
- All-encompassing other race drinkers a major opportunity for RTDs
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- Figure 106: Important attributes influencing RTD purchases, by race, August 2013
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- Figure 107: Attitudes toward RTD alcoholic beverages, by race/Hispanic origin, August 2013
- Men more likely than women to drink RTDs a few times a month or weekly
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- Figure 108: Frequency of RTD consumption, by gender and age, August 2013
- On-premise venues should be a point of emphasis for expanding RTDs
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- Figure 109: Locations, timing, and occasions of RTD consumption, by gender and age, August 2013
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- Figure 110: Locations, timing, and occasions of RTD consumption, by Hispanic origin, August 2013
- Women see RTDs as convenient, but would like more innovation
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- Figure 111: Attitudes toward RTD alcoholic beverages, by gender, August 2013
Appendix – Other Useful Consumer Tables
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- Market drivers
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- Figure 112: Alcohol consumption, by generation, August 2013
- The consumer – Spirits preferences and attitudes
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- Figure 113: Consumption of white spirits, by generations, August 2013
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- Figure 114: Consumption of white spirits, by consumption of spirits and RTDs, August 2013
- The Consumer – Spirits Drinking Occasions
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- Figure 115: Locations, timing, and occasions of white spirits consumption, by gender and household income, August 2013
- The Vodka consumer
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- Figure 116: Important attributes influencing vodka purchases, by gender and household income, August 2013
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- Figure 117: Vodka consumption by preferred drink type, by gender, August 2013
- The Rum consumer
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- Figure 118: Important attributes influencing rum purchases, by gender and household income, August 2013
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- Figure 119: Consumption of rum by type by consumption of rum by type, August 2013
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- Figure 120: Rum consumption by preferred drink type, by gender, August 2013
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- Figure 121: Rum consumption by preferred drink type, by gender and household income, August 2013
- The Tequila consumer
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- Figure 122: Important attributes influencing tequila purchases, by gender, August 2013
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- Figure 123: Important attributes influencing tequila purchases, by gender and household income, August 2013
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- Figure 124: Consumption of tequila by type, by consumption of tequila by type, August 2013
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- Figure 125: Tequila consumption by preferred drink type, by gender, August 2013
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- Figure 126: Tequila consumption by preferred drink type, by gender and age, August 2013
- The Gin consumer
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- Figure 127: Gin consumption by preferred drink type, by age, August 2013
- The RTD consumer – Usage
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- Figure 128: Consumption of RTDs, by generations, August 2013
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- Figure 129: Consumption of RTDs, by household income, August 2013
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- Figure 130: Consumption of RTDs, by consumption of spirits and RTDs, August 2013
- The RTD consumer – Preferences and occasions
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- Figure 131: Frequency of RTD consumption, by gender and household income, August 2013
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- Figure 132: Frequency of RTD consumption by consumption of spirits, August 2013
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- Figure 133: Locations, timing, and occasions of RTD consumption, by gender and household income, August 2013
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- Figure 134: Locations, timing, and occasions of RTD consumption, by consumption of spirits and RTDs, August 2013
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- Figure 135: Attitudes toward RTD alcoholic beverages, by gender and household income, August 2013
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- Figure 136: Attitudes toward RTD alcoholic beverages, by consumption of RTDs, August 2013
Appendix – Social Media
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- Brand usage or awareness
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- Figure 137: Brand usage or awareness, August 2013
- Figure 138: Absolut usage or awareness, by demographics, August 2013
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- Figure 139: Bacardi usage or awareness, by demographics, August 2013
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- Figure 140: Grey goose usage or awareness, by demographics, August 2013
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- Figure 141: Smirnoff usage or awareness, by demographics, August 2013
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- Figure 142: Tanqueray usage or awareness, by demographics, August 2013
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- Figure 143: Jose Cuervo usage or awareness, by demographics, August 2013
- Activities done
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- Figure 144: Activities done, August 2013
- Figure 145: Absolut – Activities done, by demographics, August 2013
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- Figure 146: Bacardi – Activities done, by demographics, August 2013
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- Figure 147: Grey goose – Activities done, by demographics, August 2013
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- Figure 148: Smirnoff – Activities done, by demographics, August 2013
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- Figure 149: Tanqueray – Activities done, by demographics, August 2013
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- Figure 150: Jose cuervo – Activities done, by demographics, August 2013
- Online conversations
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- Figure 151: Online mentions around select white spirit brands, by day, April 1-Sept. 30, 2013
- Figure 152: Online mentions around select white spirit brands, by page type, April 1-Sept. 30, 2013
- Figure 153: Topics of discussion among the selected white spirit brands, April 1-Sept. 30, 2013
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- Figure 154: Topics of discussion among the selected white spirit brands, by day, April 1-Sept. 30, 2013
- Figure 155: Topics of discussion among the selected white spirit brands, by page type, April 1-Sept. 30, 2013
Appendix – Trade Associations
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