Distilled Spirits: Dark Spirits - US - March 2005

INTRODUCTION AND ABBREVIATIONS
Introduction
Other relevant reports
Definition
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Older consumers still drive the market
Younger consumers poised to make a difference
More regulations and resistance
Slow but steady
Whiskey continues to lead
Selected imports and sweeter drinks remain steady
Older males, occasional drinkers
Growth to continue
MARKET DRIVERS
An aging and affluent male consumer base
Figure 1: U.S. population, by generation and gender, 2004
Younger consumers seek lighter flavor, variety
Increased industry regulation
Taxes
Online regulations
Nutrition labels
Decrease in beer sales
Low carb diets
MARKET SIZE AND TRENDS
Figure 2: U.S. sales of dark spirits for off-premises consumption, at current and constant prices, 1999-2004
Figure 3: Graph: U.S. sales of dark spirits for off-premise consumption, at current and constant prices, 1999-2004
MARKET SEGMENTATION
Slow FDM growth for dark spirits
Figure 4: FDM sales of dark spirits, segmented by types of spirits, 2002 & 2004
Figure 5: Graph: FDM sales of dark spirits, segmented by types of spirits, 2004
Whiskeys
Figure 6: FDM sales of whiskeys, at current and constant prices, 1999-2004
Liqueurs and cordials
Figure 7: FDM sales of liqueurs and cordials, at current and constant prices, 1999-2004
Brandies and cognac
Figure 8: FDM sales of brandies and cognac, at current and constant prices, 1999-2004
SUPPLY STRUCTURE
 FOREIGN TRADE
Figure 9: Total U.S. dark spirits imports*, 1999-2004**
Figure 10: U.S. dark spirits imports—top originating countries, 2002 and 2004*
Figure 11: Total U.S. dark spirits exports*, 1999-2004**
Figure 12: U.S. dark spirit exports—top destination countries, 2002 and 2004**
 COMPANIES AND BRANDS
Whiskey
Figure 13: Manufacturer FDM sales of bourbon in the U.S., 2002 and 2004
Figure 14: Manufacturer FDM sales of Canadian whisky in the U.S., 2002 & 2004
Figure 15: Manufacturer FDM sales of American whiskey in the U.S., 2002 & 2004
Figure 16: Manufacturer FDM sales of Scotch whisky in the U.S., 2002 & 2004
Figure 17: Manufacturer sales of Irish whiskey in the U.S., 2002 & 2004
Brandy and cognac
Figure 18: Manufacturer FDM sales of brandy in the U.S., 2002 & 2004
Figure 19: Manufacturer FDM sales of cognac in the U.S., 2002 & 2004
Liqueurs and cordials
Figure 20: Manufacturer FDM sales of liqueurs and cordials in the U.S., 2002 & 2004
Figure 21: Manufacturer FDM sales of cordials in the U.S., 2002 & 2004
ADVERTISING AND PROMOTION
Diageo
Future Brands
Brown-Forman
Allied Domecq Spirits & Wine USA
Bacardi USA
THE CONSUMER
Introduction
Figure 22: Summary of dark spirit consumption in past 30 days, May 2003-April 2004
Bourbon consumption
Figure 23: Frequency of bourbon consumption in past 30 days, May 2003-April 2004
Figure 24: Bourbon consumption in past 30 days, by age, May 2003-April 2004
Canadian whisky consumption
Figure 25: Frequency of Canadian whisky consumption in past 30 days, May 2003-April 2004
Figure 26: Frequency of Canadian whisky consumption in past 30 days, by age, May 2003-April 2004
Figure 27: Consumption of Canadian whisky, by brand and age, May 2003-April 2004
Blended whiskey consumption
Figure 28: Frequency of blended whiskey consumption in past 30 days, May 2003-April 2004
Figure 29: Blended whiskey consumption, by brand and age, May 2003-April 2004
Scotch whisky consumption
Figure 30: Frequency of Scotch whisky consumption in past 30 days, May 2003-April 2004
Figure 31: Scotch whisky consumption, by brand and age, May 2003-April 2004
Irish whiskey consumption
Figure 32: Frequency of Irish whiskey consumption in past 30 days, May 2003-April 2004
Figure 33: Irish whiskey consumption, by brand and age, May 2003-April 2004
Brandy or Armagnac consumption
Figure 34: Frequency of brandy or Armagnac consumption in past 30 days, May 2003-April 2004
Figure 35: Brandy or Armagnac consumption, by brand and age, May 2003-April 2004
Cognac consumption
Figure 36: Frequency of cognac consumption in past 30 days, May 2003-April 2004
Figure 37: Frequency of cognac consumption in past 30 days, by race/Hispanic origin, May 2003-April 2004
Figure 38: Cognac consumption, by brand and age, May 2003-April 2004
Cordials and liqueurs consumption
Figure 39: Frequency of cordials and liqueurs consumption in past 30 days, May 2003-April 2004
Figure 40: Cordials and Liqueurs consumption, by age and brand, May 2003-April 2004
Cross tabulation of types of spirits consumed
Figure 41: Cross tabulation of dark spirits consumed, May 2003-April 2004 (part 1)
Figure 42: Cross tabulation of dark spirits types of spirits consumed, May 2003-April 2004 (part 2)
Patterns of consumption/non-consumption of dark spirits
Figure 43: Patterns of consumption/non-consumption of dark spirits, January 2005
Figure 44: Patterns of consumption/non-consumption of dark spirits, by gender, January 2005
Figure 45: Patterns of consumption/non-consumption of dark spirits, by age, January 2005
Attitudes toward dark spirits
Figure 46: Attitudes toward dark spirits, January 2005
Figure 47: Attitudes toward dark spirits, by gender, January 2005
Figure 48: Attitudes toward dark spirits, by age, January 2005
Figure 49: Attitudes toward dark spirits, by household income, January 2005
Reasons why consumers do not drink dark spirits
Figure 50: Reasons for not consuming dark spirits, January 2005
Figure 51: Reasons for not consuming dark spirits, by gender, January 2005
Figure 52: Reasons for not consuming dark spirits, by age, January 2005
Conclusion
FUTURE AND FORECAST
 FUTURE TRENDS
The aging of America continues
Figure 53: U.S. population projections, by age groups, 2000-2010
Younger consumers influence the market
Increased industry regulation
 MARKET FORECAST
Dark spirits for off-premise consumption
Figure 54: Forecast of total U.S. sales of dark spirits for off-premise consumption, at current and constant prices, 2004-2009
Figure 55: Graph: Trends in sales of U.S. dark spirits for off-premise consumption, at current prices, 1999-2009
Whiskeys
Figure 56: Forecast of U.S. FDM sales of whiskeys, at current and constant prices, 2004-2009
Liqueurs and cordials
Figure 57: Forecast of U.S. FDM sales of liqueurs and cordials, at current and constant prices, 2004-2009
Brandies and cognac
Figure 58: Forecast of U.S. FDM sales of liqueurs and cordials, at current and constant prices, 2004-2009
Forecast Factors
APPENDIX: TRADE ASSOCIATIONS
APPENDIX: NEW PRODUCT BRIEFS
Brown Forman: Canadian Mist Blended Canadian
Fielding & Jones: Starbucks Coffee Liqueur
Schieffelin & Somerset: Grand Marnier Gift Tubes
Lidl: Queen Margot Fine Scotch Whisky
Ruavieja: Ruavieja Aguardiente de Orujo Brandy
The Macallan Distillery: Macallan Fine Oak 12 Whisky
Allied Domecq: Courvoisier Succession J.S. Cognac