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White Spirits - US - November 2014

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
Terms
EXECUTIVE SUMMARY
Overview
Flavoring innovation, continued growth in premium push total distilled spirits to new sales heights
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
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
Figure 3: Brands in purchasing white spirits, by volume consumption, July 2014
Millennials consume white spirits in higher volumes than do other generations
Figure 4: Frequency of consuming white spirits, by generations, July 2014
Other alcoholic beverage types vie for Millennial attention
Figure 5: Alcoholic beverage purchases, by generations – Any consumption, February 2014
Low-volume consumers opt for established, favorite flavors
Figure 6: Characteristics when purchasing white spirits, July 2014
Portable packaging options would resonate with those who consume white spirits over business
Figure 7: When white spirits are consumed, and opinions regarding white spirits, July 2014
Two thirds of Blacks and Asians drink vodka
Figure 8: Consumption of white spirits, by race, July 2014
Half of Hispanics want more flavorful options of white spirits
Figure 9: Regarding white spirits, by Hispanic origin, July 2014
What we think
ISSUES AND INSIGHTS
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
Trend: Collective Intelligence
Trend: Minimize Me
Trend: Play Ethic
MARKET SIZE AND FORECAST
Key points
Distilled spirits capitalize on flavorings for sales growth
Figure 10: Total US sales and forecast of distilled spirits*, at current prices, 2009-19
Figure 11: Total US sales and forecast of distilled spirits*, at inflation-adjusted prices, 2009-19
Distilled spirits’ slow growth continues
Figure 12: Total US sales and fan chart forecast of distilled spirits, at current prices, 2009-19
Forecast methodology
MARKET DRIVERS
Key points
Diverse population drinking a diversity of white spirits
Figure 13: Frequency of consuming white spirits, by race/Hispanic origin, July 2014
Millennials regard inexpensive white spirits as well as premium
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
Figure 16: Regarding white spirits, by presence of children in household, July 2014
Figure 17: Households by type, 1970-2012, in percent
COMPETITIVE CONTEXT
Key points
Millennials lead in alcoholic beverage consumption, versatility
Figure 18: Alcoholic beverage purchases, by generations – Any consumption, February 2014
Beer, wine top drinks to have with a meal
Figure 19: Occasions for alcoholic beverage consumption, February 2014
Wine preferred during meals
Figure 20: Occasions for alcoholic beverage consumption, February 2014
SEGMENT PERFORMANCE
Key points
White spirits volume sales will rebound slightly
Figure 21: US volume sales of white spirits, 2009-14
Vodka remains white spirits’ segment leader
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
Figure 24: US volume sales of vodka, 2009-14
Rum sales remain flat
Figure 25: US volume sales of rum, 2009-14
Tequila sales to slow but remain firmly in positive territory
Figure 26: US volume sales of tequila, 2009-14
Gin’s fortunes continue to flag
Figure 27: US volume sales of gin, 2009-14
RETAIL CHANNELS
Key points
Distilled spirits purchased mostly off-premise
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
Figure 29: Where white spirits are purchased, by age, July 2014
Figure 30: Where white spirits are purchased, by household income, July 2014
Online purchases resonate more with households with children
Figure 31: Where white spirits are purchased, by presence of children in household, July 2014
Grocery stores trail liquor stores everywhere except the West
Figure 32: Where white spirits are purchased, by region, July 2014
High-volume white spirits drinkers most often turn to liquor stores
Figure 33: Where white spirits are purchased, by any white spirits, July 2014
LEADING COMPANIES AND MARKETING STRATEGIES
Key points
Patrón and José Cuervo lead tequila usage, particularly among women
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
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
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
Figure 37: Adult consumption of vodka, by brand, by race/Hispanic origin, April 2013-June 2014
SOCIAL MEDIA -- WHITE SPIRITS
Key findings
Market overview
Key social media metrics
Figure 38: Key social media metrics, October 2014
Brand usage and awareness
Figure 39: Brand usage and awareness for select white spirit brands, July 2014
Interactions with white spirit brands
Figure 40: Interaction levels for select white spirit brands, July 2014
Leading online campaigns
Lifestyle marketing
Mobile
What we think
Online conversations
Figure 41: Online mentions for select white spirit brands, by week, Oct. 20, 2013-Oct. 19, 2014
Where are people talking about white spirits?
Figure 42: Online mentions for select white spirit brands, by page type, OCT. 20, 2013-OCT. 19, 2014
What are people talking about?
Figure 43: Topics of conversation for select white spirit brands, OCT. 20, 2013-OCT. 19, 2014
Figure 44: Percentage of online mentions for select white spirit brands, by gender, OCT. 20, 2013-OCT. 19, 2014
INNOVATIONS AND INNOVATORS
Flavors impact launches of white spirits
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
Key points
Consumers most likely to drink vodka than any other white spirits
Figure 47: Frequency of consuming white spirits, July 2014
Tequila and gin consumption most likely in the West
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
Figure 49: Frequency of consuming white spirits, by area, July 2014
THE CONSUMER – FLAVOR AND WHITE SPIRITS
Key points
Flavor of white spirits resonates most strongly with women
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
Figure 51: Characteristics when purchasing white spirits, by age, July 2014
Figure 52: Characteristics when purchasing white spirits, by household income, July 2014
Novel flavors speak most strongly to high-volume white spirits consumers
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
Figure 54: Regarding white spirits, July 2014
Additional flavored options would resonate most strongly with younger consumers
Figure 55: Regarding white spirits, by age, July 2014
THE CONSUMER AND BRANDING/PACKAGING
Key points
Favored brands factor most strongly in women’s purchases of white spirits
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
Figure 57: Characteristics when purchasing white spirits, by age, July 2014
Established brands impact purchase decisions consistently across income levels
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
Figure 59: Characteristics when purchasing white spirits, by any white spirits, July 2014
THE CONSUMER – PRICE ON PURCHASING WHITE SPIRITS
Key points
Premium pricing factors less in white spirits
Figure 60: Impact of pricing and promotions on the purchase of white spirits, by gender, July 2014
Lower prices resonate more with younger consumers
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
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
Figure 63: Impact of pricing and promotions on the purchase of white spirits, by presence of children in household, July 2014
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
Figure 65: Impact of pricing and promotions on the purchase of white spirits, by area, July 2014
THE CONSUMER –SOCIALIZATION WITH WHITE SPIRITS
Key points
Consumers socialize with white spirits
Figure 66: White spirits and socialization, by gender, July 2014
Older consumers drink white spirits more with family; younger consumers more with friends
Figure 67: White spirits and socialization, by age, July 2014
Household income impacts white spirit consumption occasions
Figure 68: White spirits and socialization, by household income, July 2014
CONSUMERS AND TYPES OF WHITE SPIRITS
Key points
Vodka consumers
Figure 69: Frequency of consuming vodka – User groups, July 2014
Figure 70: Frequency of consuming vodka, by gender, July 2014
Figure 71: Frequency of consuming vodka, by age, July 2014
Figure 72: Frequency of consuming vodka, by household income, July 2014
Figure 73: Frequency of consuming vodka, by presence of children in household, July 2014
Figure 74: How vodka is consumed, July 2014
Figure 75: Regarding white spirits – Any agree, by white spirits, July 2014
Figure 76: Characteristics when purchasing white spirits, by any vodka, July 2014
Rum consumers
Figure 77: Frequency of consuming rum – User groups, July 2014
Figure 78: Frequency of consuming rum, by gender, July 2014
Figure 79: Frequency of consuming rum, by age, July 2014
Figure 80: Frequency of consuming rum, by household income, July 2014
Figure 81: Frequency of consuming rum, by presence of children in household, July 2014
Figure 82: How rum is consumed, July 2014
Figure 83: Regarding white spirits – Any agree, by white spirits – Rum, July 2014
Figure 84: Characteristics when purchasing white spirits, by any rum, July 2014
Gin consumers
Figure 85: Frequency of consuming white spirits – User groups, July 2014
Figure 86: Frequency of consuming gin, by gender, July 2014
Figure 87: Frequency of consuming gin, by age, July 2014
Figure 88: Frequency of consuming gin, by household income, July 2014
Figure 89: Frequency of consuming gin, by presence of children in household, July 2014
Figure 90: How gin is consumed, July 2014
Tequila consumers
Figure 91: Frequency of consuming tequila – User groups, July 2014
Figure 92: Frequency of consuming tequila, by gender, July 2014
Figure 93: Frequency of consuming tequila, by age, July 2014
Figure 94: Frequency of consuming tequila, by presence of children in household, July 2014
Figure 95: How tequila is consumed, July 2014
Figure 96: Regarding white spirits – Any agree, by white spirits – Tequila, July 2014
Figure 97: Characteristics when purchasing white spirits, by any tequila, July 2014
RACE AND HISPANIC ORIGIN
Key points
Hispanics more likely to consume white spirits
Figure 98: Frequency of consuming white spirits, by race/Hispanic origin, July 2014
Nearly a quarter of Hispanics consume white spirits
Figure 99: Frequency of consuming white spirits, by race/Hispanic origin, July 2014
Figure 100: Frequency of consuming white spirits, by race/Hispanic origin, July 2014
Figure 101: Frequency of consuming white spirits, by race/Hispanic origin, July 2014
Figure 102: Frequency of consuming white spirits, by race/Hispanic origin, July 2014
Figure 103: Frequency of consuming white spirits, by race/Hispanic origin, July 2014
Figure 104: Characteristics when purchasing white spirits, by race/Hispanic origin, July 2014
Figure 105: Characteristics when purchasing white spirits, by race/Hispanic origin, July 2014
Non-Hispanics more likely to purchase white spirits at liquor stores
Figure 106: Where white spirits are purchased, by race/Hispanic origin, July 2014
Figure 107: Impact of pricing and promotions on the purchase of white spirits, by race/Hispanic origin, July 2014
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
Consumption occasions
Figure 110: Frequency of consuming tequila, by household income, July 2014
Figure 111: White spirits and socialization, by presence of children in household, July 2014
Figure 112: White spirits and socialization, by region, July 2014
Figure 113: White spirits and socialization, by area, July 2014
Figure 114: Where white spirits are purchased, by gender, July 2014
Preferred white spirits characteristics
Figure 115: Characteristics when purchasing white spirits, by presence of children in household, July 2014
Figure 116: Characteristics when purchasing white spirits, by region, July 2014
Figure 117: Characteristics when purchasing white spirits, by presence of children in household, July 2014
Figure 118: Characteristics when purchasing white spirits, by region, July 2014
Figure 119: White spirits in a cocktail, by race/Hispanic origin, July 2014
Figure 120: Regarding white spirits, July 2014
Figure 121: Regarding white spirits, by gender, July 2014
Figure 122: Regarding white spirits, by gender, July 2014
Figure 123: Regarding white spirits, by age, July 2014
Figure 124: Regarding white spirits, by household income, July 2014
Figure 125: Regarding white spirits, by region, July 2014
White spirits by generations
Figure 126: Frequency of consuming white spirits, by generations, July 2014
Figure 127: Frequency of consuming white spirits, by generations, July 2014
Figure 128: Characteristics when purchasing white spirits, by generations, July 2014
Figure 129: Characteristics when purchasing white spirits, by generations, July 2014
Figure 130: Where white spirits are purchased, by generations, July 2014
Figure 131: White spirits and socialization, by race/Hispanic origin, July 2014
Figure 132: White spirits and socialization, by generations, July 2014
APPENDIX – SOCIAL MEDIA – WHITE SPIRITS
Brand usage or awareness
Figure 133: Brand usage or awareness, July 2014
Figure 134: Captain Morgan usage or awareness, by demographics, July 2014
Figure 135: Bacardi usage or awareness, by demographics, July 2014
Figure 136: Jose Cuervo usage or awareness, by demographics, July 2014
Figure 137: 1800 Tequila usage or awareness, by demographics, July 2014
Figure 138: Bombay Sapphire usage or awareness, by demographics, July 2014
Figure 139: Smirnoff awareness, by demographics, July 2014
Activities done
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
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
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
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
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
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
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
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
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
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
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
Figure 163: Smirnoff – Activities done – I have researched the brand on social media to…., by demographics, July 2014
Key social media metrics
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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