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Dark Spirits - US - November 2017

"The distilled spirits category in its entirety continues to see strong sales growth. Dark spirits drive a large portion of that growth as whiskies and brandies saw booms in popularity due to interest in premium and craft spirit offerings. Strong seasonality favoring fall and winter months combined with limited consumption among women will likely hinder total category growth. Brands should connect with consumers with authentic stories of heritage and introduce dark spirits to new consumers through cocktail creation."
- Megan Hambleton, Beverage Analyst

This Report discusses the following key topics:

  • Spirits and cocktails come second to beer and wine
  • Lack of female drinkers hinders total market growth
  • Seasonality shifts limit year-round consumption

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The issues
            • Spirits and cocktails come second to beer and wine
              • Figure 1: Alcohol consumption, most often and also drink, August 2017
            • Lack of female drinkers hinders total market growth
              • Figure 2: Dark spirit consumption, by gender, August 2017
            • Seasonality shifts limit year-round consumption
              • Figure 3: Seasonality of spirits, August 2017
            • The opportunities
              • Tap into female drinkers through cocktails
                • Figure 4: Attitudes toward spirits, by gender, August 2017
              • Increased occasion association
                • Figure 5: Spirit decision making, August 2017
              • Dark/spiced rum to grow in quality appeal
                • Figure 6: Spirit associations, August 2017
              • What it means
              • The Market – What You Need to Know

                • Premium and craft offerings drive strong dark spirit growth
                  • Off-premise dominates consumption, on-premise sees growth
                    • Dark spirits aren’t first to mind
                      • Consumers are drinking less as the US population ages
                      • Market Size and Forecast

                        • Dollar sales of spirits continue strong growth
                          • Figure 7: Total US sales and fan chart forecast of distilled spirits, at current prices, 2012-22
                          • Figure 8: Total US sales and forecast of distilled spirits, at current prices, 2012-22
                          • Figure 9: Total US sales and forecast of distilled spirits, at inflation-adjusted prices, 2012-22
                        • Dark spirits volume growth expected to be strong through 2022
                          • Figure 10: US volume sales of dark spirits, 2012-22
                          • Figure 11: US volume sales of dark spirits, by segment 2012-22
                      • Market Breakdown

                        • Consumers interested in all things dark spirits
                          • Figure 12: US volume sales of dark spirits, by segment 2012-22
                        • Irish/imported whiskey, straight whiskies take off
                          • Figure 13: US volume sales of whiskey/whisky, by type, percentage change 2012-17
                        • Brandy’s premium appeal resonates with consumers
                          • Figure 14: US volume sales of brandy, cognac, and Armagnac, percentage change 2012-17
                        • Off-premise dominates in spirits…
                          • Figure 15: US volume sales of dark and white distilled spirits, market share by channel, 2012-16
                        • …on-premise consumption looking up
                          • Figure 16: US volume sales of dark and white distilled spirits, percentage change by channel, 2012-16
                      • Market Perspective

                        • NFL befriends liquor advertisers
                          • Figure 17: “Hydrate Generously | Drink in Moderation | Crown Royal Water B.O.Y.S.” September 2017
                        • White spirits continue to grow
                          • Figure 18: US volume sales and forecast of white spirits, by segment, 2011-21
                        • Beer and wine are staples
                          • Figure 19: Alcohol consumption, most often and also drink, August 2017
                        • Cocktails with white spirits are the standard
                          • Figure 20: Products used – Alcohol, June 2017
                      • Market Factors

                        • Consumers are drinking less, but spending more on-premise
                          • Figure 21: Total on-premise market volume consumption per capita, total alcohol, 2011-20
                        • Younger adults limiting dark spirit intake
                          • Figure 22: Shifts in consumption of dark spirits, by age, August 2017
                        • The US gets older
                          • Figure 23: Median age of the population, 1940-2050
                      • Key Players – What You Need to Know

                        • Dark spirit brands thrive across the board
                          • Premium and craft offerings elevate the category
                            • US-bottled international types lose their way
                              • Flavors and brand stories appeal to whiskey consumers of all genders
                              • Company and Brand Sales of Dark Spirits

                                • Jack Daniel’s and Jim Beam bourbons lead the pack
                                  • Figure 24: Bourbon, blended, rye whiskies consumed in the past 30 days, top five, by brand, trended 2012-17
                                • Jameson drives growth in Irish whiskey
                                  • Figure 25: Canadian, Irish whiskey, Scotch whisky consumed in the past 30 days, by brand, trended 2012-17
                                • Premium brandy and cognacs thrive with focus on Millennials
                                  • Figure 26: Brandy/cognac consumed in the past 30 days, by brand, trended 2012-17
                                • Dark rum brands remain relatively stable
                                  • Figure 27: Dark/spiced/gold rum consumed in the past 30 days, by brand, trended 2012-17
                              • What’s Working?

                                  • Craft-style dark spirits
                                    • Premium offerings
                                      • Figure 28: Jim Beam Black | World’s Highest Rated Bourbon | Mila Kunis Voiceover, July 2017
                                    • Irish whiskey continues its boom, led by Jameson
                                    • What’s Struggling?

                                      • US-bottled international whiskies struggling to ring authentic
                                      • What’s Next?

                                        • Blends and flavors
                                          • Brand stories
                                            • Figure 29: Tullamore D.E.W. “No Irish Need Apply (Extended Version),” October 2017
                                          • The inclusive whiskey drinker
                                          • The Consumer – What You Need to Know

                                            • Men lead the dark spirit category with whiskey consumption
                                              • Consumers report stalling or decreased drinking habits compared to last year
                                                • Relaxation is the goal
                                                  • Cocktails inspire spirit exploration, type of spirit says more than brand
                                                    • Why consumers are drinking determines what spirit consumers are drinking
                                                      • Spirit consumption shifts with the seasons
                                                        • Dark spirits highly associated with quality
                                                          • Liquor stores drive spirit purchases
                                                          • Dark Spirit Consumption

                                                            • Whiskies lead dark spirit consumption
                                                              • Figure 30: Dark spirit consumption, August 2017
                                                            • Men lead dark spirit consumption
                                                              • Figure 31: Dark spirit consumption, by gender, August 2017
                                                            • Dark spirit consumption peaks at an early age
                                                              • Figure 32: Dark spirit consumption, by age, August 2017
                                                            • Black consumers imbibe brandy
                                                              • Figure 33: Dark spirit consumption, by race, August 2017
                                                          • Shifts in Dark Spirit Consumption

                                                            • Majority of consumers are stalling consumption or drinking less
                                                              • Figure 34: Shifts in consumption of dark spirits, August 2017
                                                            • Young women limit consumption
                                                              • Figure 35: Shifts in consumption of dark spirits, by age and gender, August 2017
                                                            • Cutting back on drinking alcohol hurting dark spirits
                                                              • Figure 36: Shifts in consumption of dark spirits – Reasons for drinking less, August 2017
                                                          • Motivations for Drinking Alcohol

                                                            • Relaxation and taste preference drive alcohol consumption
                                                              • Figure 37: Motivations for drinking alcohol, August 2017
                                                            • Relaxation is the goal, rum drinkers want to have fun
                                                              • Figure 38: Motivations for drinking alcohol, by dark spirit consumption, August 2017
                                                            • Younger consumers drink to explore
                                                              • Figure 39: Motivations for drinking alcohol, by age, August 2017
                                                            • Parents also want to have fun
                                                              • Figure 40: Motivations for drinking alcohol, by parental status, August 2017
                                                            • Taste becomes a driving motivator if budget allows
                                                              • Figure 41: Motivations for drinking alcohol, by household income, August 2017
                                                          • Attitudes toward Spirits

                                                            • Cocktails encourage trial of new spirits
                                                              • Figure 42: Attitudes toward spirits, August 2017
                                                            • Men feel more knowledgeable about spirits
                                                              • Figure 43: Attitudes toward spirits, by gender, August 2017
                                                            • Younger men express identity through type and brand of spirit they drink
                                                              • Figure 44: Attitudes toward spirits, by age and gender, August 2017
                                                            • Hispanics eager to make cocktails at home
                                                              • Figure 45: Attitudes toward spirits, by Hispanic origin, August 2017
                                                          • Deciding Which Spirit to Drink

                                                            • Why they’re drinking determines what they’re drinking
                                                              • Figure 46: Spirit decision making, August 2017
                                                            • On-hand ingredients sway decision for dark spirit drinkers
                                                              • Figure 47: Spirit decision making, dark spirit drinkers, August 2017
                                                            • Younger consumers open to persuasion from many sources
                                                              • Figure 48: Spirit decision making, any rank, by age, August 2017
                                                            • Older Millennials less swayed by occasion, open to social media inspiration
                                                              • Figure 49: Spirit decision making, by Younger and Older Millennials, August 2017
                                                          • Seasonality of Spirits

                                                            • Dark spirits peak in colder times of the year
                                                              • Figure 50: Seasonality of spirits, August 2017
                                                            • Flavored whiskey, rum good opportunities for year-round consumption
                                                              • Figure 51: Seasonality of spirits, August 2017
                                                          • Dark Spirit Associations

                                                            • Whiskies, brandy promote quality, dark rum appeals to taste and fun
                                                              • Figure 52: Spirit associations, August 2017
                                                            • Women don’t think whiskey/whisky is for them
                                                              • Figure 53: Spirit associations, whiskey/whisky, by gender, August 2017
                                                            • Black and Hispanic consumers are strong target for brandy
                                                              • Figure 54: Spirit associations, brandy, by race and Hispanic origin, August 2017
                                                            • Young men associate rum with fun
                                                              • Figure 55: Spirit associations, dark/spiced rum, by age and gender, August 2017
                                                          • Purchase Location of Spirits

                                                              • Regardless of spirit value, consumers buy at liquor
                                                                • Figure 56: Purchase location, August 2017
                                                                • Figure 57: Purchase location – Do not purchase, August 2017
                                                              • Western consumers purchase spirits in club stores, local supermarkets
                                                                • Figure 58: Purchase location, by region, August 2017
                                                              • Older Millennials purchase value spirits wherever they shop
                                                                • Figure 59: Purchase location, value spirits, by Older and Younger Millennials, August 2017
                                                              • Hispanic consumers purchase spirits in a wider range of channels
                                                                • Figure 60: Purchase location, by Hispanic origin, August 2017
                                                            • Appendix – Data Sources and Abbreviations

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

                                                                              • Figure 61: Total US sales and forecast of distilled spirits, at current prices, 2012-22
                                                                              • Figure 62: Total US sales and forecast of distilled spirits, at inflation-adjusted prices, 2012-22
                                                                              • Figure 63: US volume sales of dark spirits, 2012-22
                                                                              • Figure 64: US volume sales of dark spirits, by segment 2012-22
                                                                              • Figure 65: US volume sales of whiskey/whisky, by type, 2012-17
                                                                              • Figure 66: US volume sales of dark and white distilled spirits, market share by channel, 2012-16
                                                                              • Figure 67: US volume sales of dark and white distilled spirits, percentage change by channel, 2012-16

                                                                          Companies Covered

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

                                                                          Dark Spirits - US - November 2017

                                                                          US $3,995.00 (Excl.Tax)