Table of Contents
Executive Summary
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- Overview
- Flavoring innovation, continued growth in premium push total distilled spirits to new sales heights
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- Figure 1: Total US sales and fan chart forecast of distilled spirits, at current prices, 2009-19
- Vodka remains the only white spirits segment to show demonstrable growth
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- Figure 2: US volume sales and forecast of white spirits, by segment, 2009-19
- High-volume white spirits consumers most likely to select favorite brand
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- Figure 3: Brands in purchasing white spirits, by volume consumption, July 2014
- Millennials consume white spirits in higher volumes than do other generations
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- Figure 4: Frequency of consuming white spirits, by generations, July 2014
- Other alcoholic beverage types vie for Millennial attention
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- Figure 5: Alcoholic beverage purchases, by generations – Any consumption, February 2014
- Low-volume consumers opt for established, favorite flavors
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- Figure 6: Characteristics when purchasing white spirits, July 2014
- Portable packaging options would resonate with those who consume white spirits over business
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- Figure 7: When white spirits are consumed, and opinions regarding white spirits, July 2014
- Two thirds of Blacks and Asians drink vodka
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- Figure 8: Consumption of white spirits, by race, July 2014
- Half of Hispanics want more flavorful options of white spirits
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- Figure 9: Regarding white spirits, by Hispanic origin, July 2014
- What we think
Issues and Insights
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- Flavor innovation could benefit white spirits segments outside of vodka
- Issues
- Insights
- Brands have the opportunity to build a strong rapport with Millennial consumers
- Issues
- Insights
- The versatility of vodka could lend the beverage opportunities for new occasions
- Issues
- Insights
Trend Applications
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- Trend: Collective Intelligence
- Trend: Minimize Me
- Trend: Play Ethic
Market Size and Forecast
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- Key points
- Distilled spirits capitalize on flavorings for sales growth
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- Figure 10: Total US sales and forecast of distilled spirits*, at current prices, 2009-19
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- Figure 11: Total US sales and forecast of distilled spirits*, at inflation-adjusted prices, 2009-19
- Distilled spirits’ slow growth continues
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- Figure 12: Total US sales and fan chart forecast of distilled spirits, at current prices, 2009-19
- Forecast methodology
Market Drivers
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- Key points
- Diverse population drinking a diversity of white spirits
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- Figure 13: Frequency of consuming white spirits, by race/Hispanic origin, July 2014
- Millennials regard inexpensive white spirits as well as premium
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- Figure 14: US population, by generation share, 2014
- Figure 15: Impact of pricing and promotions on the purchase of white spirits, by generations, July 2014
- Households with children look for flavored options
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- Figure 16: Regarding white spirits, by presence of children in household, July 2014
- Figure 17: Households by type, 1970-2012, in percent
Competitive Context
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- Key points
- Millennials lead in alcoholic beverage consumption, versatility
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- Figure 18: Alcoholic beverage purchases, by generations – Any consumption, February 2014
- Beer, wine top drinks to have with a meal
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- Figure 19: Occasions for alcoholic beverage consumption, February 2014
- Wine preferred during meals
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- Figure 20: Occasions for alcoholic beverage consumption, February 2014
Segment Performance
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- Key points
- White spirits volume sales will rebound slightly
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- Figure 21: US volume sales of white spirits, 2009-14
- Vodka remains white spirits’ segment leader
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- Figure 22: US volume sales of white spirits, by segment, 2009-14
- Figure 23: US volume sales of white spirits, by segment, 2012 and 2014
- Vodka sales slow but should rebound
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- Figure 24: US volume sales of vodka, 2009-14
- Rum sales remain flat
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- Figure 25: US volume sales of rum, 2009-14
- Tequila sales to slow but remain firmly in positive territory
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- Figure 26: US volume sales of tequila, 2009-14
- Gin’s fortunes continue to flag
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- Figure 27: US volume sales of gin, 2009-14
Retail Channels
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- Key points
- Distilled spirits purchased mostly off-premise
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- Figure 28: US volume sales of dark and white distilled spirits, by channel, 2009-14
- Liquor stores the destination of choice for white spirits purchases
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- Figure 29: Where white spirits are purchased, by age, July 2014
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- Figure 30: Where white spirits are purchased, by household income, July 2014
- Online purchases resonate more with households with children
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- Figure 31: Where white spirits are purchased, by presence of children in household, July 2014
- Grocery stores trail liquor stores everywhere except the West
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- Figure 32: Where white spirits are purchased, by region, July 2014
- High-volume white spirits drinkers most often turn to liquor stores
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- Figure 33: Where white spirits are purchased, by any white spirits, July 2014
Leading Companies and Marketing Strategies
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- Key points
- Patrón and José Cuervo lead tequila usage, particularly among women
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- Figure 34: Adult consumption of tequila, by brands, by gender, April 2013-June 2014
- In rum, Captain Morgan maintains popularity among Whites, while Blacks more often opt for Bacardi
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- Figure 35: Adult consumption of rum, by brand, by race/Hispanic origin, April 2013-June 2014
- Tanqueray garners more gin consumers everywhere, though in the South, Seagram's Extra Dry is a strong contender
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- Figure 36: Adult consumption of gin, by brand, by region, April 2013-June 2014
- Absolut, Grey Goose lead vodka consumption; Ciroc maintains strong popularity among Blacks
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- Figure 37: Adult consumption of vodka, by brand, by race/Hispanic origin, April 2013-June 2014
Social Media -- White Spirits
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- Key findings
- Market overview
- Key social media metrics
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- Figure 38: Key social media metrics, October 2014
- Brand usage and awareness
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- Figure 39: Brand usage and awareness for select white spirit brands, July 2014
- Interactions with white spirit brands
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- Figure 40: Interaction levels for select white spirit brands, July 2014
- Leading online campaigns
- Lifestyle marketing
- Mobile
- What we think
- Online conversations
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- Figure 41: Online mentions for select white spirit brands, by week, Oct. 20, 2013-Oct. 19, 2014
- Where are people talking about white spirits?
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- Figure 42: Online mentions for select white spirit brands, by page type, OCT. 20, 2013-OCT. 19, 2014
- What are people talking about?
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- Figure 43: Topics of conversation for select white spirit brands, OCT. 20, 2013-OCT. 19, 2014
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- Figure 44: Percentage of online mentions for select white spirit brands, by gender, OCT. 20, 2013-OCT. 19, 2014
Innovations and Innovators
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- Flavors impact launches of white spirits
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- Figure 45: White Spirits launches in the US, 2009-14*
- Figure 46: Flavors in vodka launches in the US, 2009-14*
- Flavor, flavor, flavor
- Health/calories
- Recipes on pack
- Environmental awareness
The Consumer – Frequency of Consumption
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- Key points
- Consumers most likely to drink vodka than any other white spirits
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- Figure 47: Frequency of consuming white spirits, July 2014
- Tequila and gin consumption most likely in the West
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- Figure 48: Frequency of consuming white spirits, by region, July 2014
- White spirits resonate mostly with urban consumers, compared with those living in rural or suburban locations
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- Figure 49: Frequency of consuming white spirits, by area, July 2014
The Consumer – Flavor and White Spirits
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- Key points
- Flavor of white spirits resonates most strongly with women
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- Figure 50: Characteristics when purchasing white spirits, by gender, July 2014
- A preferred flavor factors in the purchase decision of more than half of every age group
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- Figure 51: Characteristics when purchasing white spirits, by age, July 2014
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- Figure 52: Characteristics when purchasing white spirits, by household income, July 2014
- Novel flavors speak most strongly to high-volume white spirits consumers
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- Figure 53: Characteristics when purchasing white spirits, by any white spirits, July 2014
- More than a third of respondents believe there are too many flavored white spirits
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- Figure 54: Regarding white spirits, July 2014
- Additional flavored options would resonate most strongly with younger consumers
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- Figure 55: Regarding white spirits, by age, July 2014
The Consumer and Branding/Packaging
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- Key points
- Favored brands factor most strongly in women’s purchases of white spirits
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- Figure 56: Characteristics when purchasing white spirits, by gender, July 2014
- Well-known brands resonate more with younger consumers, favorite brands more with older drinkers
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- Figure 57: Characteristics when purchasing white spirits, by age, July 2014
- Established brands impact purchase decisions consistently across income levels
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- Figure 58: Characteristics when purchasing white spirits, by household income, July 2014
- Nearly a third of high-volume white spirits consumers look for a product made in the US
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- Figure 59: Characteristics when purchasing white spirits, by any white spirits, July 2014
The Consumer – Price on Purchasing White Spirits
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- Key points
- Premium pricing factors less in white spirits
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- Figure 60: Impact of pricing and promotions on the purchase of white spirits, by gender, July 2014
- Lower prices resonate more with younger consumers
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- Figure 61: Impact of pricing and promotions on the purchase of white spirits, by age, July 2014
- Store promotions resonate with nearly a quarter of higher-income households
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- Figure 62: Impact of pricing and promotions on the purchase of white spirits, by household income, July 2014
- Value prices resonate with 28% of households with children
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- Figure 63: Impact of pricing and promotions on the purchase of white spirits, by presence of children in household, July 2014
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- Figure 64: Impact of pricing and promotions on the purchase of white spirits, by region, July 2014
- Value pricing factors most strongly in urban locations
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- Figure 65: Impact of pricing and promotions on the purchase of white spirits, by area, July 2014
The Consumer –Socialization with White Spirits
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- Key points
- Consumers socialize with white spirits
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- Figure 66: White spirits and socialization, by gender, July 2014
- Older consumers drink white spirits more with family; younger consumers more with friends
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- Figure 67: White spirits and socialization, by age, July 2014
- Household income impacts white spirit consumption occasions
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- Figure 68: White spirits and socialization, by household income, July 2014
Consumers and Types of White Spirits
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- Key points
- Vodka consumers
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- Figure 69: Frequency of consuming vodka – User groups, July 2014
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- Figure 70: Frequency of consuming vodka, by gender, July 2014
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- Figure 71: Frequency of consuming vodka, by age, July 2014
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- Figure 72: Frequency of consuming vodka, by household income, July 2014
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- Figure 73: Frequency of consuming vodka, by presence of children in household, July 2014
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- Figure 74: How vodka is consumed, July 2014
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- Figure 75: Regarding white spirits – Any agree, by white spirits, July 2014
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- Figure 76: Characteristics when purchasing white spirits, by any vodka, July 2014
- Rum consumers
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- Figure 77: Frequency of consuming rum – User groups, July 2014
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- Figure 78: Frequency of consuming rum, by gender, July 2014
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- Figure 79: Frequency of consuming rum, by age, July 2014
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- Figure 80: Frequency of consuming rum, by household income, July 2014
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- Figure 81: Frequency of consuming rum, by presence of children in household, July 2014
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- Figure 82: How rum is consumed, July 2014
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- Figure 83: Regarding white spirits – Any agree, by white spirits – Rum, July 2014
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- Figure 84: Characteristics when purchasing white spirits, by any rum, July 2014
- Gin consumers
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- Figure 85: Frequency of consuming white spirits – User groups, July 2014
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- Figure 86: Frequency of consuming gin, by gender, July 2014
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- Figure 87: Frequency of consuming gin, by age, July 2014
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- Figure 88: Frequency of consuming gin, by household income, July 2014
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- Figure 89: Frequency of consuming gin, by presence of children in household, July 2014
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- Figure 90: How gin is consumed, July 2014
- Tequila consumers
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- Figure 91: Frequency of consuming tequila – User groups, July 2014
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- Figure 92: Frequency of consuming tequila, by gender, July 2014
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- Figure 93: Frequency of consuming tequila, by age, July 2014
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- Figure 94: Frequency of consuming tequila, by presence of children in household, July 2014
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- Figure 95: How tequila is consumed, July 2014
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- Figure 96: Regarding white spirits – Any agree, by white spirits – Tequila, July 2014
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- Figure 97: Characteristics when purchasing white spirits, by any tequila, July 2014
Race and Hispanic Origin
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- Key points
- Hispanics more likely to consume white spirits
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- Figure 98: Frequency of consuming white spirits, by race/Hispanic origin, July 2014
- Nearly a quarter of Hispanics consume white spirits
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- Figure 99: Frequency of consuming white spirits, by race/Hispanic origin, July 2014
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- Figure 100: Frequency of consuming white spirits, by race/Hispanic origin, July 2014
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- Figure 101: Frequency of consuming white spirits, by race/Hispanic origin, July 2014
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- Figure 102: Frequency of consuming white spirits, by race/Hispanic origin, July 2014
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- Figure 103: Frequency of consuming white spirits, by race/Hispanic origin, July 2014
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- Figure 104: Characteristics when purchasing white spirits, by race/Hispanic origin, July 2014
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- Figure 105: Characteristics when purchasing white spirits, by race/Hispanic origin, July 2014
- Non-Hispanics more likely to purchase white spirits at liquor stores
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- Figure 106: Where white spirits are purchased, by race/Hispanic origin, July 2014
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- Figure 107: Impact of pricing and promotions on the purchase of white spirits, by race/Hispanic origin, July 2014
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- Figure 108: Regarding white spirits, by race/Hispanic origin, July 2014
- Figure 109: Regarding white spirits, by race/Hispanic origin, July 2014
Appendix – Other Useful Consumer Tables
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- Consumption occasions
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- Figure 110: Frequency of consuming tequila, by household income, July 2014
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- Figure 111: White spirits and socialization, by presence of children in household, July 2014
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- Figure 112: White spirits and socialization, by region, July 2014
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- Figure 113: White spirits and socialization, by area, July 2014
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- Figure 114: Where white spirits are purchased, by gender, July 2014
- Preferred white spirits characteristics
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- Figure 115: Characteristics when purchasing white spirits, by presence of children in household, July 2014
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- Figure 116: Characteristics when purchasing white spirits, by region, July 2014
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- Figure 117: Characteristics when purchasing white spirits, by presence of children in household, July 2014
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- Figure 118: Characteristics when purchasing white spirits, by region, July 2014
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- Figure 119: White spirits in a cocktail, by race/Hispanic origin, July 2014
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- Figure 120: Regarding white spirits, July 2014
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- Figure 121: Regarding white spirits, by gender, July 2014
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- Figure 122: Regarding white spirits, by gender, July 2014
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- Figure 123: Regarding white spirits, by age, July 2014
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- Figure 124: Regarding white spirits, by household income, July 2014
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- Figure 125: Regarding white spirits, by region, July 2014
- White spirits by generations
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- Figure 126: Frequency of consuming white spirits, by generations, July 2014
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- Figure 127: Frequency of consuming white spirits, by generations, July 2014
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- Figure 128: Characteristics when purchasing white spirits, by generations, July 2014
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- Figure 129: Characteristics when purchasing white spirits, by generations, July 2014
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- Figure 130: Where white spirits are purchased, by generations, July 2014
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- Figure 131: White spirits and socialization, by race/Hispanic origin, July 2014
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- Figure 132: White spirits and socialization, by generations, July 2014
Appendix – Social Media – White Spirits
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- Brand usage or awareness
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- Figure 133: Brand usage or awareness, July 2014
- Figure 134: Captain Morgan usage or awareness, by demographics, July 2014
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- Figure 135: Bacardi usage or awareness, by demographics, July 2014
- Figure 136: Jose Cuervo usage or awareness, by demographics, July 2014
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- Figure 137: 1800 Tequila usage or awareness, by demographics, July 2014
- Figure 138: Bombay Sapphire usage or awareness, by demographics, July 2014
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- Figure 139: Smirnoff awareness, by demographics, July 2014
- Activities done
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- Figure 140: Captain Morgan – Activities done, by demographics, July 2014
- Figure 141: Captain Morgan – Activities done – I have looked up/talked about this brand online on social media…, by demographics, July 2014
- Figure 142: Captain Morgan – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, July 2014
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- Figure 143: Captain Morgan – Activities done – I follow/like the brand on social media because…., by demographics, July 2014
- Figure 144: Captain Morgan – Activities done – I have researched the brand on social media to…., by demographics, July 2014
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- Figure 145: Bacardi – Activities done – I have looked up/talked about this brand online on social media…, by demographics, July 2014
- Figure 146: Bacardi – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, July 2014
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- Figure 147: Bacardi – Activities done – I follow/like the brand on social media because…., by demographics, July 2014
- Figure 148: Bacardi – Activities done – I have researched the brand on social media to…., by demographics, July 2014
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- Figure 149: Jose Cuervo – Activities done – I have looked up/talked about this brand online on social media…, by demographics, July 2014
- Figure 150: Jose Cuervo – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, July 2014
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- Figure 151: Jose Cuervo – Activities done – I follow/like the brand on social media because…., by demographics, July 2014
- Figure 152: Jose Cuervo – Activities done – I have researched the brand on social media to…., by demographics, July 2014
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- Figure 153: 1800 Tequila – Activities done – I have looked up/talked about this brand online on social media…, by demographics, July 2014
- Figure 154: 1800 Tequila – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, July 2014
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- Figure 155: 1800 Tequila – Activities done – I follow/like the brand on social media because…., by demographics, July 2014
- Figure 156: 1800 Tequila – Activities done – I have researched the brand on social media to…., by demographics, July 2014
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- Figure 157: Bombay Sapphire – Activities done – I have looked up/talked about this brand online on social media…, by demographics, July 2014
- Figure 158: Bombay Sapphire – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, July 2014
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- Figure 159: Bombay Sapphire – Activities done – I follow/like the brand on social media because…., by demographics, July 2014
- Figure 160: Smirnoff – Activities done – I have looked up/talked about this brand online on social media…, by demographics, July 2014
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- Figure 161: Smirnoff – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, July 2014
- Figure 162: Smirnoff – Activities done – I follow/like the brand on social media because…., by demographics, July 2014
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- Figure 163: Smirnoff – Activities done – I have researched the brand on social media to…., by demographics, July 2014
- Key social media metrics
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- Figure 164: Key social media metrics for select white spirit brands, October 2014
- Figure 165: Online mentions for select white spirit brands, by week, OCT. 20, 2013-OCT. 19, 2014
Appendix – Trade Associations
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