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White and Dark Spirits: The Consumer - US - April 2007

SCOPE AND THEMES
What you need to know
Definition
Abbreviations and terms
Abbreviations
EXECUTIVE SUMMARY
White spirits more popular than dark spirits
Vodka—Asians outdrink others
Rum is a festive spirit, especially among young consumers
Gin—ready for innovation and variety
Tequila—good for a wild night!
Bourbon—the most popular dark spirit among younger consumers
Canadian whisky, mature but getting younger
Scotch—big with Asians
Blended and rye—not very popular due to less pronounced taste
Irish split across age lines: Jameson/younger—Bushmills/older
Cognac’s younger image
Brandy and Armagnac, while traditionally mature, is getting a facelift
Cordials and liqueurs, forever young
Prepared cocktails—variety is the spice of life
MARKET DRIVERS
Demographic influence on the distilled spirits market
Figure 1: Alcoholic beverage consumption, by age, May 2005-June 2006
Figure 2: Americans who drank one or more alcoholic beverages in the past year, by age, 2005
Figure 3: U.S. population and projections, by age, 2001-11
Premium spirits—affordable luxuries and symbols of status
Figure 4: Total U.S. top 20 high-growth brands of distilled spirits, 2004 and 2005
Flavor innovations attract younger consumers
Figure 5: Flavored distilled spirits consumption, by age, January 2007
Competition from other alcoholic beverages
Figure 6: Volume sales and market share for beer, distilled spirits and wine, 2001-05
Figure 7: Dollar sales and market share for beer, distilled spirits and wine*, 2001-05
Laws governing spirits retailing restrict selling on Christmas and New Year during 2006/07
OVERVIEW OF DISTILLED SPIRITS DRINKING
Introduction
Distilled spirits versus other alcoholic beverages
Figure 8: Incidence of consumption of distilled spirits versus other alcoholic beverages, by gender, May 2005-June 2006
Figure 9: Incidence of consumption of distilled spirits versus other alcoholic beverages, by age, May 2005-June 2006
Incidence of distilled spirits drinking
Figure 10: Distilled spirits drinkers, white vs dark, 2002-06
Figure 11: Distilled spirits drinkers, white vs dark, by age, May 2005-June 2006
Figure 12: Distilled spirits drinkers, white vs dark, by household income, May 2005-June 2006
White and dark spirits penetration by types
Figure 13: Consumption of specific distilled spirit types, by gender, May 2005-June 2006
THE WHITE SPIRIT CONSUMER
Introduction
 VODKA
Capsule summary
Incidence of vodka consumption
Figure 14: Vodka drinkers, by age, May 2005-June 2006
Figure 15: Vodka drinkers, by race/ethnicity, May 2005-June 2006
Figure 16: Vodka drinkers, by household income, May 2005-June 2006
Frequency of vodka consumption
Figure 17: Number of drinks of vodka in the past 30 days, 2002-06
Figure 18: Number of drinks of vodka in the past 30 days, by age, May 2005-June 2006
Figure 19: Number of drinks of vodka in the past 30 days, by race/ethnicity, May 2005-June 2006
Figure 20: Number of drinks of vodka in the past 30 days, by household income, May 2005-June 2006
Vodka consumption by brands
Figure 21: Vodka consumption by brands, by age, May 2005-June 2006
Vodka drinkers by the place of consumption
Figure 22: Where people drink vodka, by age, January 2007
Experiential perception of vodka
Figure 23: Experiential perception of vodka, by age, January 2007
 RUM
Capsule summary
Incidence of rum consumption
Figure 24: Rum drinkers, by age, May 2005-June 2006
Figure 25: Rum drinkers, by household income, May 2005-June 2006
Rum consumption by type
Figure 26: Rum consumption by type, by age, May 2005-June 2006
Frequency of rum consumption
Figure 27: Number of drinks of rum in the past 30 days, 2002-06
Figure 28: Number of drinks of rum in the past 30 days, by age, May 2005-June 2006
Figure 29: Number of drinks of rum in the past 30 days, by household income, May 2005-June 2006
Rum consumption by brands
Figure 30: Rum consumption by brands, by age, May 2005-June 2006
Rum drinkers by the place of consumption
Figure 31: Where people drink rum, by age, January 2007
Experiential perception of rum
Figure 32: Experiential perception of rum, by age, January 2007
 TEQUILA
Capsule summary
Incidence of tequila consumption
Figure 33: Tequila drinkers, by age, May 2005-June 2006
Figure 34: Tequila drinkers, by race/ethnicity, May 2005-June 2006
Figure 35: Tequila drinkers, by household income, May 2005-June 2006
Frequency of tequila consumption
Figure 36: Number of drinks of tequila in the past 30 days, 2002-06
Figure 37: Number of drinks of tequila in the past 30 days, by age, May 2005-June 2006
Figure 38: Number of drinks of tequila in the past 30 days, by race/ethnicity, May 2005-June 2006
Figure 39: Number of drinks of tequila in the past 30 days, by household income, May 2005-June 2006
Tequila consumption by brands
Figure 40: Tequila consumption by brands, by age, May 2005-June 2006
Tequila drinkers by the place of consumption
Figure 41: Where people drink tequila, by age, January 2007
Experiential perception of tequila
Figure 42: Experiential perception of tequila, by age, January 2007
 GIN
Capsule summary
Incidence of gin consumption
Figure 43: Gin drinkers, by age, May 2005-June 2006
Figure 44: Gin drinkers, by race/ethnicity, May 2005-June 2006
Figure 45: Gin drinkers, by household income, May 2005-June 2006
Frequency of gin consumption
Figure 46: Number of drinks of gin in the past 30 days, 2002-06
Figure 47: Number of drinks of gin in the past 30 days, by age, May 2005-June 2006
Figure 48: Number of drinks of gin in the past 30 days, by household income, May 2005-June 2006
Gin consumption by brands
Figure 49: Gin consumption by brands, by age, May 2005-June 2006
Gin drinkers by the place of consumption
Figure 50: Where people drink gin, by age, January 2007
Experiential perception of gin
Figure 51: Experiential perception of gin, by age, January 2007
THE DARK SPIRITS CONSUMER
Introduction
 BOURBON WHISKEY
Capsule summary
Incidence of Bourbon whiskey consumption
Figure 52: Bourbon whiskey drinkers, by age, May 2005-June 2006
Figure 53: Bourbon whiskey drinkers, by race/ethnicity, May 2005-June 2006
Frequency of bourbon whiskey consumption
Figure 54: Number of drinks of bourbon whiskey in the past 30 days, by age, May 2005-June 2006
Figure 55: Number of drinks of bourbon whiskey in the past 30 days, by race/ethnicity, May 2005-June 2006
Bourbon whiskey consumption by brands
Figure 56: Bourbon whiskey consumption by brands, by age, May 2005-June 2006
 CANADIAN WHISKY
Capsule summary
Incidence of Canadian whisky consumption
Figure 57: Canadian whisky drinkers, by race/ethnicity, May 2005-June 2006
Frequency of Canadian whisky consumption
Figure 58: Number of drinks of Canadian whisky in the past 30 days, 2002-06
Figure 59: Number of drinks of Canadian whisky in the past 30 days, by race/ethnicity, May 2005-June 2006
Canadian whisky consumption by brands
Figure 60: Canadian whisky consumption by brands, by age, May 2005-June 2006
 SCOTCH WHISKY
Capsule summary
Incidence of Scotch whisky consumption
Figure 61: Scotch whisky drinkers, by age, May 2005-June 2006
Figure 62: Scotch whisky drinkers, by race/ethnicity, May 2005-June 2006
Frequency of Scotch whisky consumption
Figure 63: Number of drinks of Scotch whisky in the past 30 days, by age, May 2005-June 2006
Figure 64: Number of drinks of Scotch whisky in the past 30 days, by race/ethnicity, May 2005-June 2006
Scotch whisky consumption by brands
Figure 65: Scotch whisky consumption by brands, by age, May 2005-June 2006
 BLENDED WHISKEY AND RYE
Capsule summary
Incidence of blended whiskey and rye consumption
Figure 66: Blended whiskey or rye drinkers, by race/ethnicity, May 2005-June 2006
Frequency of blended whiskey consumption
Figure 67: Number of drinks of blended whiskey or rye in the past 30 days, by race/ethnicity,
Blended whiskey or rye consumption by brands
Figure 68: Blended whiskey consumption by brands, by age, May 2005-June 2006
 IRISH WHISKEY
Capsule summary
Incidence of Irish whiskey consumption
Figure 69: Irish whiskey drinkers, by household income, May 2005-June 2006
Frequency of Irish whiskey consumption
Figure 70: Number of drinks of Irish whiskey in the past 30 days, by household income, May 2005-June 2006
Irish whiskey consumption by brands
Figure 71: Irish whiskey consumption by brands, by age, May 2005-June 2006
Whiskey/bourbon drinkers (all types) by the place of consumption
Figure 72: Where people drink whiskey/bourbon, by age, January 2007
Experiential perception of whiskey
Figure 73: Experiential perception of whiskey, by age, January 2007
 COGNAC
Capsule summary
Incidence of Cognac consumption
Figure 74: Cognac drinkers, by race/ethnicity, May 2005-June 2006
Figure 75: Cognac drinkers, by household income, May 2005-June 2006
Frequency of Cognac consumption
Figure 76: Number of drinks of Cognac in the past 30 days, by race/ethnicity, May 2005-June 2006
Cognac consumption by brands
Figure 77: Cognac consumption by brands, by age, May 2005-June 2006
Figure 78: Cognac consumption by brands, by race/ethnicity, May 2005-June 2006
Figure 79: Cognac consumption by brands, by household income, May 2005-June 2006
 BRANDY AND ARMAGNAC
Capsule summary
Incidence of brandy and Armagnac consumption
Figure 80: Brandy and Armagnac drinkers, by race/ethnicity, May 2005-June 2006
Frequency of brandy and Armagnac consumption
Figure 81: Number of drinks of brandy and Armagnac in the past 30 days, by age, May 2005-June 2006
Figure 82: Number of drinks of brandy and Armagnac in the past 30 days, by race/ethnicity,
Brandy and Armagnac consumption by brands
Figure 83: Brandy and Armagnac consumption by brands, by age, May 2005-June 2006
Figure 84: Brandy and Armagnac consumption by brands, by race/ethnicity, May 2005-June 2006
Brandy and Cognac drinkers by the place of consumption
Figure 85: Where people drink brandy and Cognac, by age, January 2007
THE CORDIAL, LIQUEUR AND PREPARED COCKTAIL CONSUMER
Introduction
 CORDIALS AND LIQUEURS
Capsule summary
Incidence of cordial and liqueur consumption
Figure 86: Cordial and liqueur drinkers, by age, May 2005-June 2006
Figure 87: Cordial and liqueur drinkers, by household income, May 2005-June 2006
Frequency of cordial and liqueurs consumption
Figure 88: Number of drinks of cordials and liqueurs in the past 30 days, by age, May 2005-June 2006
Liqueur consumption by type
Figure 89: Cream vs. non-cream liqueur consumption, by gender, May 2005-June 2006
Cordial and liqueur consumption by brands
Figure 90: Cordial and liqueur consumption by brands, by age, May 2005-June 2006
Figure 91: Cordial and liqueur consumption by brands, by race/ethnicity, May 2005-June 2006
Cordial and liqueur drinkers by the place of consumption
Figure 92: Where do people drink cordials and liqueurs, by age, January 2007
 PREPARED COCKTAILS
Capsule summary
Incidence of prepared cocktail consumption
Figure 93: Prepared cocktail drinkers, by age, May 2005-June 2006
Figure 94: Prepared cocktail drinkers, by race/ethnicity, May 2005-June 2006
Frequency of drinking prepared cocktails
Figure 95: Number of drinks of prepared cocktails in the past 30 days, by age, May 2005-June 2006
Figure 96: Number of drinks of prepared cocktails in the past 30 days, by race/ethnicity, May 2005-June 2006
Prepared cocktail consumption by brands
Figure 97: Prepared cocktail consumption by brands, by age, May 2005-June 2006
Figure 98: Prepared cocktail consumption by brands, by race/ethnicity, May 2005-June 2006
CONSUMER ATTITUDES AND BEHAVIOR REGARDING DISTILLED SPIRITS
Introduction
Attitudes towards distilled spirits
Figure 99: Attitudes towards distilled spirits, by age, January 2007
Ability to make a “good drink” with white or dark spirits
Figure 100: Ability to make a “good drink” with white or dark spirits, by gender, January 2007
Distilled spirits and mixers, garnishes and chasers
Figure 101: Mixers and garnishes used for all types spirits, by age, January 2007
Choice of retail channels to purchase distilled spirits
Figure 102: Choice of retail channels to purchase distilled spirits, by age, January 2007
Attitude towards packaging
Figure 103: Attitude towards packaging, by age, January 2007
Consumption of flavored distilled spirits
Figure 104: Flavored distilled spirits consumption, by age, January 2007
Frequency of asking for a distilled spirit by brand name
Figure 105: Frequency of asking for a distilled spirit by brand name, by age, January 2007
Figure 106: Frequency of asking for a distilled spirit by brand name, by household income, January 2007
FUTURE AND FORECAST
 FUTURE TRENDS
Age trend influence on the market
Figure 107: U.S. population and projections, by age, 2001-11
Continued trend towards flavored and premium distilled spirits
Continued trend towards cocktail culture
Popularity of energy drinks as a mixer benefits the cocktail culture
New mixers and distilled spirits flavors benefit the cocktail culture
Hispanic population likely to become an important growth driver
Figure 108: Consumption of distilled spirits and cordials/liqueurs by Hispanics, by age, May 2005-June 2006
Figure 109: Population, by race and Hispanic origin, 2001-11
APPENDIX: TRADE ASSOCIATIONS
APPENDIX: NEW PRODUCT BRIEFS

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