Table of Contents
Executive Summary
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- The issues
- Slow white spirits growth continues
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- Figure 1: US volume sales of white spirits, 2010-20
- Dark spirits seen as superior to white spirits
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- Figure 2: Spirits preference, by generation, June 2015
- Millennials heaviest on-premise spirits consumer
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- Figure 3: Drinking locations – Liquor, by gender, April 2014 to June 2015
- The opportunities
- Preference for super premium
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- Figure 4: Price, by demographics, June 2015
- Figure 5: Price, by demographics, June 2015
- Flavor innovation has potential to create complexity, sophistication
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- Figure 6: Attitudes and behaviors – Any agree, by demographics, June 2015
- Interest in health, ingredients driving natural/organic, labeling preferences
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- Figure 7: Attitudes – Any agree, by demographics, June 2015
- What it means
The Market – What You Need to Know
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- Distilled spirits slow growth continues
- Vodka growth remains small but positive, tequila sees strongest growth
- Taste, sophistication driving competition with dark spirits
- Consumers drink most spirits off-premise
Market Size and Forecast
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- Distilled spirits grows, albeit slowly
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- Figure 8: Total US sales and fan chart forecast of distilled spirits*, at current prices, 2010-20
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- Figure 9: Total US retail sales and forecast of distilled spirits*, at current prices, 2010-20
- Figure 10: Total US retail sales and forecast of distilled spirits*, at inflation-adjusted prices, 2010-20
Market Breakdown
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- White spirits volume sales remain stagnant
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- Figure 11: US volume sales of white spirits, 2010-20
- Vodka remains largest segment, tequila forecast to catch up to rum
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- Figure 12: US volume sales of white spirits, 2010-20
- Tequila forecast to experience greatest growth through 2020
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- Figure 13: US volume sales of white spirits, 2010-20
Market Perspective
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- Taste, sophistication driving dark spirits consumption
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- Figure 14: Spirits preference, by generation, June 2015
- On-premise volume sales cannot compete with off-premise sales
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- Figure 15: US volume sales of dark and white distilled spirits, by channel, 2010-15
- Figure 16: Drinking locations – Liquor, by gender, April 2014 to June 2015
Market Factors
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- Millennials driving spirits preferences
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- Figure 17: Population, by generation, 2010-20
- Millennials becoming parents
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- Figure 18: Households with own children, by age of householder, 2013
- Hispanic population experiencing growth
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- Figure 19: Population by race and Hispanic origin, 2010-20
- Figure 20: Households with own children, by race and Hispanic origin of householder, 2013
Key Players – What You Need to Know
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- Super-premium spirits fueling growth
- Innovation driven by quality ingredients, flavors, production methods
Leading Companies – Vodka
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- Tito’s, New Amsterdam see greatest vodka growth in 2014
- Trended brand consumption, by vodka
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- Figure 21: Vodka consumption, by brands, trended 2011-15
- Figure 22: Mean vodka consumption – Number of drinks consumed in the last 30 days, by brands, trended 2011-15
Leading Companies – Rum
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- Leading rum companies struggle, super-premium rums see success
- Trended brand consumption, by rum
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- Figure 23: Rum consumption, by brands, trended 2011-15
- Figure 24: Mean rum consumption – Number of drinks consumed in the last 30 days, by brands, trended 2011-15
Leading Companies – Tequila
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- Tequila companies seeing success
- Trended brand consumption, by tequila
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- Figure 25: Tequila consumption, by brands, trended 2011-15
- Figure 26: Mean tequila consumption – Number of drinks consumed in the last 30 days, by brands, trended 2011-15
Leading Companies – Gin
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- Super-premium gin companies see growth, value gins struggle
- Trended brand consumption, by gin
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- Figure 27: Gin consumption, by brands, trended 2011-15
- Figure 28: Mean gin consumption – Number of drinks consumed in the last 30 days, by brands, trended 2011-15
What’s Next?
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- Barrel-aged and blended vodkas
- Organic/natural offerings
- Handcrafted
- Sophisticated flavor innovation
The Consumer – What You Need to Know
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- The vodka drinker
- The white/light rum drinker
- The tequila drinker
- The gin drinker
Terminology
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- Terminology
- Segment groups
- Consumption frequency
Core Consumers
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- Men as white spirits consumers
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- Figure 29: White spirits consumption, by gender, June 2015
- The Millennial white spirits consumer
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- Figure 30: White spirits consumption, by generation, June 2015
- Parents as white spirits consumers
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- Figure 31: White spirits consumption, by parental status, June 2015
- The Hispanic white spirits consumer
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- Figure 32: White spirits consumption, by race and Hispanic origin, June 2015
- Acculturated Hispanics most likely drinking white spirits
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- Figure 33: White spirits consumption (vodka, rum, tequila, gin), by language spoken in household, April 2014 to June 2015
White Spirits Cross-consumption
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- Majority of white spirits consumers drink a variety of types
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- Figure 34: White spirits consumption – Any drinking, by white spirits consumption – Any drinking, June 2015
- Vodka
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- Figure 35: White spirits consumption – Vodka, by white spirits consumption – Vodka, June 2015
- White/light rum
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- Figure 36: White spirits consumption – White/Light rum, by white spirits consumption – White/Light rum, June 2015
- Tequila
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- Figure 37: White spirits consumption – Tequila, by white spirits consumption – Tequila, June 2015
- Gin
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- Figure 38: White spirits consumption – Gin, by white spirits consumption – Gin, June 2015
White Spirits versus Dark Spirits Preferences
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- White spirits drinkers prefer white spirits over dark
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- Figure 39: Spirits consumption, June 2015
- Female white spirits drinkers should not be overlooked
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- Figure 40: Spirits consumption, by gender, June 2015
- Dark spirits consumption impacts white spirits preferences
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- Figure 41: Spirits consumption, by gender, June 2015
The Vodka Drinker
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- Key analysis: Who is the vodka drinker?
- Vodka consumption frequency
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- Figure 42: White spirits consumption – Vodka, June 2015
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- Figure 43: White spirits consumption – Vodka, by demographics, June 2015
- Vodka with mixers most popular
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- Figure 44: Drink form – Any vodka, by demographics, June 2015
- Frequent vodka drinkers buy premium
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- Figure 45: Price, by white spirits consumption – Any vodka, June 2015
The White/Light Rum Drinker
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- Key analysis: Who is the white/light rum drinker?
- White/light rum consumption frequency
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- Figure 46: White spirits consumption – White/Light rum, June 2015
- Core white/light rum consumer consumption frequency
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- Figure 47: White spirits consumption – White/Light rum, by demographics, June 2015
- White/light rum with mixers is most popular
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- Figure 48: Drink form – Any white/light rum, by demographics, June 2015
- Frequent white/light rum drinkers buy super-premium
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- Figure 49: Price, by white spirits consumption – Any white/light rum, June 2015
The Tequila Drinker
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- Key analysis: Who is the tequila drinker?
- Tequila consumption frequency
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- Figure 50: White spirits consumption – Tequila, June 2015
- Core tequila consumer consumption frequency
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- Figure 51: White spirits consumption – Tequila, by demographics, June 2015
- Tequila neat/straight up most popular
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- Figure 52: Drink form – Any tequila, by demographics, June 2015
- Frequent drinkers buy super-premium
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- Figure 53: Price, by white spirits consumption – Any tequila, June 2015
The Gin Drinker
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- Key analysis: Who is the gin drinker?
- Terminology for this section
- Gin consumption frequency
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- Figure 54: White spirits consumption – Gin, June 2015
- Core gin consumer consumption frequency
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- Figure 55: White spirits consumption – Gin, by demographics, June 2015
- Gin consumed in a wider variety of ways than other white spirits
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- Figure 56: Drink form – Any gin, by demographics, June 2015
- Frequent gin drinkers buy super-premium
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- Figure 57: Price, by white spirits consumption – Any gin, June 2015
Price Preference
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- Overall white spirits consumers prefer mid-range pricing
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- Figure 58: Price, by demographics, June 2015
- Consumption frequency influences price preferences
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- Figure 59: Price, by white spirits consumption, June 2015
Purchase Influencers
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- Core white spirits drinkers looking for promotions
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- Figure 60: Promotions, by demographics, June 2015
- Frequent drinkers influenced by price promotions, sampling
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- Figure 61: Promotions, by white spirits consumption, June 2015
Purchase Location
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- Liquor stores lead white spirits purchase location
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- Figure 62: Purchase location, by demographics, June 2015
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- Figure 63: Purchase location, by white spirits consumption, June 2015
Preferred Attributes
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- Niche attributes create opportunities to establish authenticity
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- Figure 64: Attributes, June 2015
Attitudes toward Flavor Innovation and Health
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- Core consumers want flavor innovation
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- Figure 65: Attitudes and behaviors – Any agree, by demographics, June 2015
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- Figure 66: Attitudes and behaviors – Any agree, by demographics, June 2015
- Majority looking for BFY options
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- Figure 67: Attitudes and behaviors – Any agree, by demographics, June 2015
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- Figure 68: Attitudes toward white spirits – Any agree, by demographics, June 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 69: US volume sales of white spirits, 2010-20
- Figure 70: US volume sales and forecast of white spirits, by segment, 2010-20
- Figure 71: US volume sales of white spirits, by segment, 2013 and 2015
- Figure 72: US volume sales and forecast of vodka, 2010-20
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- Figure 73: US volume sales and forecast of rum, 2010-20
- Figure 74: US volume sales and forecast of tequila, 2010-20
- Figure 75: US volume sales and forecast of gin, 2010-20
- Figure 76: US volume sales of dark and white distilled spirits, by channel, 2010-15
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Appendix – The Consumer
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- Figure 77: Drinking locations – Liquor, by gender, April 2014 to June 2015
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- Figure 78: Drinking locations – Liquor, by generation, April 2014 to June 2015
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- Figure 79: Drinking locations – Liquor, by Hispanic origin, April 2014 to June 2015
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- Figure 80: Drinking locations – Liquor, by parental status, April 2014 to June 2015
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