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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