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Dark Spirits - US - December 2015

"Growth has been small but consistent year-over-year from 2011 to 2015 (est). Overall sales are expected to continue gradually upward at a similar pace, as dark spirits add some growth through trending consumer interest – particularly the straight and Irish whiskey and brandy segments – while white spirits see small but positive growth. Opportunities exist for each dark spirits segment – whiskey/whisky, dark/golden/spiced rums, and brandies – through innovation, particularly with greater flavor complexity and variation."
- Elizabeth Sisel, Beverage Analyst

This report discusses the following key topics:

  • Modest category growth
  • More consumers drink white spirits
  • Rum struggles

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Modest category growth
            • Figure 1: US volume sales of dark spirits, 2010-20
          • More consumers drink white spirits
            • Figure 2: Spirit preference, September 2015
          • Rum struggles
            • Figure 3: Dark spirits consumption – Rum, September 2015
          • The opportunities
            • Opportunities to encourage intermediate drinkers to trade up
              • Figure 4: Dark spirit experience level, September 2015
            • Flavor innovation creates new dark spirits experiences
              • Figure 5: Consumption and interest in flavors, September 2015
            • Drinkers appreciate specialized, unique attributes
              • Figure 6: Dark spirits attributes, September 2015
            • What it means
            • The Market – What You Need to Know

              • Distilled spirits slow growth continues
                • Dark spirits segments see growth
                  • Dark spirits category faces competition with white spirits
                    • Consumers drink most spirits off-premise
                    • Market Size and Forecast

                      • Distilled spirits sales grow, albeit slowly
                        • Figure 7: Total US sales and fan chart forecast of distilled spirits*, at current prices, 2010-20
                        • Figure 8: Total US retail sales and forecast of distilled spirits*, at current prices, 2010-20
                        • Figure 9: Total US retail sales and forecast of distilled spirits*, at inflation-adjusted prices, 2010-20
                    • Market Breakdown

                      • Dark spirits volume
                        • Figure 10: US volume sales of dark spirits, 2010-20
                      • Whiskey/whisky, brandy segments maintain growth
                        • Figure 11: US volume sales and forecast of dark spirits, 2010-20
                        • Figure 12: US volume sales and forecast of dark spirits – Percentage change, by type, 2010-15
                      • American straight, Irish whiskeys see greatest growth
                        • US volume sales of whiskey/whisky, by 9-liter cases (000)
                          • Figure 13: US volume sales of whiskey/whisky, 2010-20
                          • Figure 14: US volume sales of whiskey/whisky – Percentage change, 2010-20
                      • Market Perspective

                        • Dark spirits versus white spirits consumption
                          • Figure 15: Spirit preference, September 2014
                          • Figure 16: White spirit consumption, June 2015
                          • Figure 17: Dark spirit consumption, September 2015
                        • White versus dark rum
                          • Figure 18: Rum consumption, by type, trended 2011-15
                        • On-premise volume sales cannot compete with off-premise sales
                          • Figure 19: US volume sales of dark and white distilled spirits, by channel, 2010-15
                          • Figure 20: Drinking locations – Liquor, by gender, April 2014 to June 2015
                      • Market Factors

                        • Millennials driving spirits preferences
                          • Figure 21: Population, by generation, 2010-20
                        • Millennials becoming parents
                          • Figure 22: Households with own children, by age of householder, 2013
                        • Hispanic population experiencing growth
                          • Figure 23: Population by race and Hispanic origin, 2010-20
                          • Figure 24: Households with own children, by race and Hispanic origin of householder, 2013
                      • Key Players – What You Need to Know

                        • Super-premium spirits fueling growth
                          • Innovation driven by quality ingredients, flavors, production methods
                          • Leading Companies – Whiskey/Whisky

                            • American whiskey
                              • Figure 25: Beach Whiskey, August 2015
                            • Trended brand consumption, by straight bourbon whiskey
                              • Figure 26: Bourbon whiskey consumption, by brand, trended 2011-15
                              • Figure 27: Bourbon whiskey mean consumption, by number of drinks in past 30 days, by brand, trended 2011-15
                            • Trended brand consumption, by blended and rye whiskey
                              • Figure 28: Blended and rye whiskey consumption, by brand, trended 2011-15
                              • Figure 29: Blended and rye whiskey mean consumption, by number of drinks in past 30 days, by brand, trended 2011-15
                            • Canadian whisky
                              • Trended brand consumption, by Canadian whisky
                                • Figure 30: Canadian whiskey consumption, by brand, trended 2011-15
                                • Figure 31: Canadian whiskey mean consumption, by number of drinks in past 30 days, by brand, trended 2011 2015
                              • Scotch whisky
                                • Trended brand consumption, by Scotch whisky
                                  • Figure 32: Scotch whisky consumption, by brand, trended 2011-15
                                  • Figure 33: Scotch whisky mean consumption, by number of drinks in past 30 days, by brand, trended 2011-15
                                • Irish whiskey
                                  • Trended brand consumption, by Irish whiskey
                                    • Figure 34: Irish whiskey consumption, by brand, trended 2011-15
                                    • Figure 35: Irish whiskey mean consumption, by number of drinks in past 30 days, by brand, trended 2011-15
                                • Leading Companies – Rum

                                  • Total rum struggles, potential for premium offerings
                                    • Trended brand consumption, by rum
                                      • Figure 36: Rum consumption, by brand, trended 2011-15
                                      • Figure 37: Rum mean consumption, by number of drinks in past 30 days, by brand, trended 2011-15
                                  • Leading Companies – Brandy

                                    • Brandy evolves to current drinking trends
                                      • Trended brand consumption, by brandy
                                        • Figure 38: Brandy consumption, by brand, trended 2011-15
                                        • Figure 39: Brandy mean consumption, by number of drinks in past 30 days, by brand, trended 2011-15
                                    • What’s Next?

                                      • Innovative barrel aging for unique expressions
                                        • New, historic, and complex flavors
                                          • Dark spirits cocktails
                                          • The Consumer – What You Need to Know

                                            • Men, older Millennials among dark spirits core consumers
                                              • Majority intermediate dark spirits drinkers
                                                • Majority of dark spirits consumers drink a variety of types
                                                  • Interest in fruit, barrel flavor development
                                                    • Millennials shop at a variety of locations
                                                      • Consumer age drives pricing preferences
                                                      • Core Consumers

                                                        • Men as dark spirits drinkers
                                                            • Figure 40: Dark spirits consumption, by gender, September 2015
                                                          • Millennials reinventing dark spirits category
                                                              • Figure 41: Dark spirits consumption, by generation, September 2015
                                                            • Parents heavy dark spirits drinkers
                                                                • Figure 42: Dark spirits consumption, by parental status, September 2015
                                                              • The Hispanic dark spirits consumer
                                                                  • Figure 43: Dark spirits consumption, by Hispanic origin, September 2015
                                                              • Experience Level

                                                                • Majority intermediate dark spirits drinkers
                                                                  • Figure 44: Dark spirit experience level, September 2015
                                                                • Who is the advanced dark spirits drinker?
                                                                  • Who is the intermediate dark spirits drinker?
                                                                    • Who is the beginner dark spirits drinker?
                                                                    • Dark Spirits Cross-consumption

                                                                      • Majority of dark spirits consumers drink a variety of types
                                                                        • Figure 45: Dark spirit consumption – Any drink, by dark spirit consumption – Any drink, September 2015
                                                                        • Figure 46: Dark spirit consumption – Rum, by dark spirit consumption – Any whiskey/whisky and any brandy, September 2015
                                                                        • Figure 47: Dark spirit consumption – Brandy, by dark spirit consumption – Any whiskey/whisky and any rum, September 2015
                                                                        • Figure 48: Dark spirit consumption – Whiskey/whisky, by dark spirit consumption – Any rum and any brandy, September 2015
                                                                    • Whiskey/Whisky Drinkers

                                                                      • Kentucky bourbon, Tennessee whiskey most popular
                                                                        • Figure 49: Dark spirits consumption – Whiskey/whisky, by demographics, September 2015
                                                                      • Opportunities with advanced, intermediate drinkers
                                                                        • Figure 50: Dark spirits consumption – Whiskey/whisky, by experience level, September 2015
                                                                      • With soda preferred way to drink whiskey/whisky
                                                                        • Figure 51: Drink form – Whiskey/whisky, September 2015
                                                                        • Figure 52: Drink form – Whiskey/whisky, by demographics, September 2015
                                                                        • Figure 53: Drink form – Whiskey/whisky, by experience level, September 2015
                                                                    • Rum Drinkers

                                                                        • 34% of consumers aged 22+ drink rum
                                                                          • Figure 54: Dark spirits consumption – Rum, by demographics, September 2015
                                                                        • Advanced, intermediate drinkers are heavy rum consumers
                                                                          • Figure 55: Dark spirits consumption – Rum, by experience level, September 2015
                                                                        • With soda preferred way to drink rum
                                                                          • Figure 56: Drink form – Rum, September 2015
                                                                          • Figure 57: Drink form – Rum, by demographics, September 2015
                                                                          • Figure 58: Drink form – Rum, by demographics, September 2015
                                                                      • Brandy Drinkers

                                                                        • More than one quarter drink brandies
                                                                          • Figure 59: Dark spirits consumption – Brandy, by demographics, September 2015
                                                                        • Advanced drinkers heaviest brandy consumers
                                                                          • Figure 60: Dark spirits consumption – Brandy, by experience level, September 2015
                                                                        • Neat/straight preferred brandy drink form
                                                                          • Figure 61: Drink form – Brandy, September 2015
                                                                          • Figure 62: Drink form – Brandy, by demographics, September 2015
                                                                          • Figure 63: Drink form – Brandy, by demographics, September 2015
                                                                      • Flavor Innovation

                                                                        • Interest in fruit, barrel flavor development
                                                                          • Figure 64: Consumption and interest in dark spirit flavors, September 2015
                                                                        • Age, gender drives flavored dark spirits consumption, interest
                                                                          • Figure 65: Flavors – Currently drinking, by demographic, September 2015
                                                                          • Figure 66: Flavors – Interested but not drinking, by demographic, September 2015
                                                                          • Figure 67: Flavors – Not interested not drinking, by demographic, September 2015
                                                                        • Advanced drinkers consume greatest flavor variety
                                                                          • Figure 68: Flavors – Currently drinking, by experience level, September 2015
                                                                          • Figure 69: Flavors – Interested not drinking, by experience level, September 2015
                                                                          • Figure 70: Flavors – Not interested not drinking, by experience level, September 2015
                                                                      • Attitudes and Behaviors

                                                                        • Dark spirits consumers look for familiarity, experiences
                                                                          • Figure 71: Attitudes, by demographics, September 2015
                                                                        • Consumers look beyond age and heritage, consider ingredient labels
                                                                            • Figure 72: Behaviors, by demographics, September 2015
                                                                          • Advanced drinkers introduce others to new dark spirits
                                                                            • Figure 73: Attitudes, by demographics, September 2015
                                                                            • Figure 74: Behaviors, by demographics, September 2015
                                                                        • Purchase Location

                                                                          • Millennials shop at a variety of locations
                                                                            • Figure 75: Purchase location, by demographics, September 2015
                                                                          • Online retail opportunity with advanced drinkers
                                                                            • Figure 76: Purchase location, by experience level, September 2015
                                                                        • Price Preferences

                                                                          • Consumer age drives pricing preferences
                                                                            • Figure 77: Price preference, by demographics, September 2015
                                                                          • Intermediate drinkers split between premium, mid-range pricing
                                                                            • Figure 78: Price preference, by experience level, September 2015
                                                                        • Preferred Attributes

                                                                          • Age, alcohol content important dark spirits attributes
                                                                            • Figure 79: Dark spirits attributes, September 2015
                                                                            • Figure 80: Dark spirits attributes, by demographics, September 2015
                                                                          • 25% find straight whiskey/whisky important to their purchase
                                                                            • Figure 81: Whiskey/whisky attributes, September 2015
                                                                          • Advanced drinkers pay attention to details
                                                                            • Figure 82: Attributes, by experience level, September 2015
                                                                        • Appendix – Data Sources and Abbreviations

                                                                          • Data sources
                                                                            • Sales data
                                                                              • Fan chart forecast
                                                                                • Consumer survey data
                                                                                  • Abbreviations and terms
                                                                                    • Abbreviations
                                                                                      • Terms
                                                                                      • Appendix – Market

                                                                                          • Figure 83: US volume sales of dark spirits, 2010-15
                                                                                          • Figure 84: US volume sales of dark spirits, by segment 2010-15
                                                                                          • Figure 85: Total US retail sales of dark spirits, by segment, 2013 and 2015
                                                                                          • Figure 86: Total US volume sales of whiskey/whisky, 2010-15
                                                                                          • Figure 87: US volume sales of whiskey/whisky, by type, 2010-15
                                                                                          • Figure 88: US volume sales of brandy/Cognac/Armagnac, 2010-15
                                                                                          • Figure 89: US volume sales and forecast of total rum, 2010-20
                                                                                          • Figure 90: US volume sales of dark and white distilled spirits, by channel, 2010-15
                                                                                      • Appendix – Consumer

                                                                                          • Figure 91: Whisky consumption, by core demographics, trended 2011-15
                                                                                          • Figure 92: Brandy/Cognac consumption, by core demographics, trended 2011-15
                                                                                          • Figure 93: Dark/golden rum consumption, by core demographics, trended 2011-15

                                                                                      Companies Covered

                                                                                      To learn more about the companies covered in this report please contact us.

                                                                                      Dark Spirits - US - December 2015

                                                                                      US $3,995.00 (Excl.Tax)