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Dark Spirits - US - October 2013

“Despite its recent success, the dark spirits category still faces obstacles to becoming more commonplace in consumers’ alcohol routines. Flavor innovation and new products have piqued the interest of some adults of legal drinking age, but ongoing sales are dependent on consumer loyalty, not just product trial. Manufacturers must emphasize the variety and versatility available from products and encourage consumers to feel more confident in exploring new whiskies, liqueurs, and/or Cognacs.”

– Jennifer Zegler, Beverage Analyst

This report looks at the following areas:

  • What can inspire more frequent consumption of dark spirits?
  • How can manufacturers increase on-premise sales of dark spirits?
  • Can brandy and Cognac capitalize on rise of competitive dark spirits?
  • How can the segment appeal to drinkers who are inactive in dark spirits?

The dark spirits market has come through the economic downturn with growth in both volume and dollar sales. However, its success hinges upon innovations that address the needs of the dark spirits consumer, not just following along with industry trends, such as sweet flavors.

Driving the category’s growth is the increase in consumers’ interest in whiskey. The segment’s rise has helped to increase sales not only of whiskey, but also growth in cordials and liqueurs. The segment is benefiting from brands that are inspired by or line extensions of whiskey, such as Jack Daniel’s Tennessee Honey. However, the additional interest in whiskey, cordials, and liqueurs has yet to boost the brandy and Cognac segment, which has grown from 2008-13, but not at the rates shown in the competitive segments.

Definition
For the purposes of this report, Mintel has used the following definitions:
Whiskey/whisky, which is inclusive of the following subsegments:

  • Canadian whisky
  • Straight American whiskey, including bourbon and unaged white whiskey (also known as moonshine. The report covers legally sold unaged white whiskey marketed as moonshine, not the illegally made varieties often associated with the term in various regions of the U.S.)
  • Scotch whisky
  • Blended American whiskey
  • Irish whiskey
  • Cordials and liqueurs
  • Brandy and Cognac as well as Armagnac

Unlike Mintel GMN, Mintel will separately cover the U.S. spirits market as noted above. The market size presented here will differ from Mintel GMN because it is inclusive only of whiskey, brandy, Armagnac, Cognac, cordials, and liqueurs sold in off- and on-premise outlets.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Overview
                        • The market
                          • Innovation, rise in premium products help dark spirits market grow through 2018
                            • Figure 1: Total U.S. sales and fan chart forecast of dark spirits, at current prices, 2008-18
                          • Whiskey remains the dominant segment, but cordials and liqueurs growing faster
                            • Figure 2: U.S. volume sales of dark spirits, by segment, 2008-13
                          • Still the smallest subsegment, Irish whiskey outgrowing more dominant types
                            • Figure 3: U.S. volume sales of whiskey, by type, 2008-13
                          • The consumer
                            • Whiskey leads category, but cordials and liqueurs have the most ageless appeal
                              • Figure 4: Consumption of dark spirits, by age, August 2013
                            • Dark spirits benefits from at-home, during the week consumption
                              • Figure 5: Locations for spirits and RTDs consumption, by category, August 2013
                            • Brandy and Cognac least likely to be limited to consumption only once a month
                              • Figure 6: Frequency of dark spirits consumption by consumption of dark spirits, August 2013
                            • Trial of new whiskies driven more by price than by flavor
                              • Figure 7: Attitudes toward new whiskey purchases, by gender, August 2013
                            • What we think
                            • Issues and Insights

                                • What can inspire more frequent consumption of dark spirits?
                                  • Issues
                                    • Insights
                                      • How can manufacturers increase on-premise sales of dark spirits?
                                        • Issues
                                          • Insights
                                            • Can brandy and Cognac capitalize on rise of competitive dark spirits?
                                              • Issues
                                                • Insights
                                                  • How can the segment appeal to drinkers who are inactive in dark spirits?
                                                    • Issues
                                                      • Insights
                                                      • Trend Applications

                                                          • Trend: The Real Thing
                                                            • Trend: Experience Is All
                                                              • Mintel Futures: East Meets West
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Dark spirits rebound from recessionary declines to post annual growth
                                                                      • Figure 8: U.S. volume sales of dark spirits, 2008-13
                                                                    • Prices play a part in bright outlook for dark spirits forecast through 2013
                                                                      • Figure 9: Total U.S. sales and forecast of dark spirits, at current prices, 2008-18
                                                                      • Figure 10: Total U.S. sales and forecast of dark spirits, at inflation-adjusted prices, 2008-18
                                                                    • Fan chart forecast
                                                                        • Figure 11: Total U.S. sales and fan chart forecast of dark spirits, at current prices, 2008-18
                                                                    • Market Drivers

                                                                      • Key points
                                                                        • Nearly three in 10 adults of legal drinking age do not drink or use alcohol
                                                                          • Figure 12: Consumption of alcohol, by gender and age, August 2013
                                                                          • Figure 13: Consumption of alcohol, by race and Hispanic Origin, August 2013
                                                                        • Introduction, education could bring new consumers into category
                                                                          • Figure 14: Consumption of dark spirits, by gender, August 2013
                                                                          • Figure 15: Consumption of spirits and RTDs, by type, August 2013
                                                                        • Dark spirits need to appeal to fast-growing 55+ population
                                                                          • Figure 16: U.S. population aged 21 or older, by age, 2008-18
                                                                          • Figure 17: Consumption of dark spirits, by generations, August 2013
                                                                        • Multicultural population growth brightens dark spirits’ prospects
                                                                          • Figure 18: U.S. population aged 21 or older, by race and Hispanic origin, 2008-18
                                                                          • Figure 19: Consumption of dark spirits, by race/Hispanic origin, August 2013
                                                                      • Competitive Context

                                                                        • People are curious about alcohol, but some prefer beer, wine to spirits
                                                                          • Figure 20: Reasons for not drinking spirits or RTDs, August 2013
                                                                        • Beer, wine have appeal over spirits at home or away
                                                                          • Figure 21: Total U.S. retail sales and forecast of alcohol for home-based consumption, by segment, at current prices, 2007-17
                                                                          • Figure 22: Alcohol types typically ordered on-premise, by gender, October 2012
                                                                        • Cross-category consumption limits frequency within spirits, RTDs
                                                                          • Figure 23: Frequency of consumption of spirits and RTDs, by category, August 2013
                                                                          • Figure 24: Diageo coupon ad, September 2013
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Cordials, liqueurs report highest growth of dark spirits segments
                                                                            • Figure 25: U.S. volume sales of dark spirits, by segment, 2008-13
                                                                            • Figure 26: U.S. volume sales of dark spirits, by segment, 2011 and 2013
                                                                          • American straight whiskey, Canadian whisky lead sales, preferences
                                                                            • Figure 27: U.S. volume sales of whiskey, by segment share, 2012
                                                                          • Irish whiskey remains a small subsegment, but outgrowing fellow whiskies
                                                                            • Figure 28: U.S. volume sales of whiskey, by type, 2008-13
                                                                            • Figure 29: U.S. whiskey volume sales, by subsegment, 2012 and forecasted 2017 sales
                                                                        • Retail Channels

                                                                          • Key points
                                                                            • Retail sales far exceed on-premise sales, but bars and restaurants gaining
                                                                              • Figure 30: U.S. volume sales of dark spirits, by channel, 2008-13
                                                                              • Figure 31: U.S. volume sales of dark spirits, by channel, 2011-13
                                                                            • Cocktails and exclusive offerings could reinvigorate on-premise
                                                                            • Leading Companies

                                                                              • Key points
                                                                                • Alcohol manufacturers defend market share, post positive sales
                                                                                    • Figure 32: Dark spirits leading companies, by volume sales, 2011 and 2012
                                                                                  • Amid global goals, Diageo adds marketing, ups prices in North America
                                                                                    • Brown-Forman upgrades to distilleries of its leading whiskey brands
                                                                                    • Brand Share – Whiskey

                                                                                      • Key points
                                                                                        • Jameson, Woodford Reserve, Maker’s Mark perform best in rising segment
                                                                                          • Figure 33: Leading brands of whiskey, by volume sales, 2011 and 2012
                                                                                        • Increased interest inspires whiskey manufacturers get more creative
                                                                                          • Figure 34: U.S. whiskey launches, by launch type, 2011-13*
                                                                                        • Top four bourbons appeal across ages, with Jack Daniel’s on top
                                                                                            • Figure 35: Consumption of top 10 bourbon whiskey brands, by age, May 2012-June 2013
                                                                                          • Jack Daniel’s expands all-age appeal with new expressions
                                                                                            • Crown Royal leads Canadian whisky brands, enters flavored arena
                                                                                              • Figure 36: Consumption of Canadian whisky brands, by gender and household income, May 2012-June 2013
                                                                                            • Scotch whisky not just for men, although not all brands have unisex appeal
                                                                                              • Figure 37: Consumption of top 10 Scotch whisky brands, by gender, May 2012-June 2013
                                                                                            • Irish whiskey brands find individual appeal between genders, incomes
                                                                                              • Figure 38: Consumption of Irish whiskey brands, by gender, May 2012-June 2013
                                                                                              • Figure 39: Consumption of Irish whiskey brands, by household income, May 2012-June 2013
                                                                                          • Brand Share – Cordials and Liqueurs

                                                                                            • Key points
                                                                                              • Whiskey’s popularity reaches and lifts segment performance
                                                                                                • Figure 40: Leading brands of cordials and liqueurs, by volume sales, 2011 and 2012
                                                                                              • Cordials and liqueurs find their own niches, but usage remains infrequent
                                                                                                • Figure 41: Consumption of cordial and liqueur brands, by age, May 2012-June 2013
                                                                                                • Figure 42: Cordial and liqueur brand consumption, by gender and household income, May 2012-June 2013
                                                                                            • Brand Share – Brandy and Cognac

                                                                                              • Key points
                                                                                                • Premium brands drive sales, but not enough to keep pace with competition
                                                                                                  • Figure 43: Leading brands of Brandy and Cognac, by volume sales, 2011 and 2012
                                                                                                • Cognac connects with blacks, Hispanics of all ages
                                                                                                  • Figure 44: Consumption of cognac brands, by race and Hispanic origin and age, May 2012-June 2013
                                                                                                • Unlike Cognac, brandy lacks appeal to higher-income drinkers
                                                                                                  • Figure 45: Consumption of Brandy brands, by gender and household income, May 2012-June 2013
                                                                                              • Innovations and Innovators

                                                                                                • Dark spirits lag in innovation compared to other alcoholic categories
                                                                                                  • Figure 46: U.S. new alcoholic beverage products, by GNPD subcategory, August 2012-13
                                                                                                  • Figure 47: U.S. dark spirits launches, by segment, 2008-2013*
                                                                                                • Hybrid products blend influence, liquors for broader appeal
                                                                                                  • Flavor innovations range from sticky sweet to seasonal selections
                                                                                                    • Packaging also sets products apart in growing category
                                                                                                    • Marketing Strategies

                                                                                                        • Figure 48: Measured ad spending by distilled spirits category, 2011-12
                                                                                                      • Theme – Craftsmanship
                                                                                                        • Figure 49: Jack Daniel’s “Barrels” broadcast ad still, September 2012
                                                                                                        • Figure 50: Gentleman Jack “Secret Meetings” broadcast ad still, April 2013
                                                                                                      • Theme – Quirky
                                                                                                        • Figure 51: Southern Comfort “Beach” broadcast ad still, August 2012
                                                                                                        • Figure 52: Southern Comfort “Karate” broadcast ad still, August 2013
                                                                                                      • Theme – Celebrity endorsement
                                                                                                        • Figure 53: Hennessy “Hennessy x Nas” broadcast ad still, June 2013
                                                                                                        • Figure 54: Hennessy Nas print ad, June/July 2013
                                                                                                        • Figure 55: Hennessy Wild Rabbit print ad, June/July 2013
                                                                                                    • Social Media

                                                                                                      • Key points
                                                                                                        • Key social media metrics
                                                                                                          • Figure 56: Key social media metrics, dark spirits, September 2013
                                                                                                        • Market overview
                                                                                                          • Brand usage and awareness
                                                                                                            • Figure 57: Usage and awareness of selected dark spirits brands, August 2013
                                                                                                          • Interaction with dark spirits brands
                                                                                                            • Figure 58: Interaction with dark spirits brands, August 2013
                                                                                                          • Online conversations
                                                                                                            • Figure 59: Online mentions around selected dark spirits brands, by day, March 24-Sept. 23, 2013
                                                                                                          • Where are people talking about dark spirits brands?
                                                                                                            • Figure 60: Online mentions around selected dark spirits brands, by page type, March 24-Sept. 23, 2013
                                                                                                          • What are people talking about?
                                                                                                            • Figure 61: Online conversations around selected dark spirits brands, March 24-Sept. 23, 2013
                                                                                                            • Figure 62: Online conversations around selected dark spirits brands, by day, March 24-Sept. 23, 2013
                                                                                                          • Analysis by brand
                                                                                                            • Hennessy
                                                                                                              • Figure 63: Social media metrics-Hennessy, September 2013
                                                                                                            • Key online campaigns
                                                                                                              • Figure 64: Word cloud representing terms associated with Hennessy’s “White Rabbit” campaign, Sept. 1, 2012-Sept. 25, 2013
                                                                                                            • What we think
                                                                                                              • Jack Daniel’s
                                                                                                                • Figure 65: Social media metrics-Jack Daniel’s
                                                                                                              • Key online campaigns
                                                                                                                • What we think
                                                                                                                  • Southern Comfort
                                                                                                                    • Figure 66: Social media metrics-Southern Comfort, September 2013
                                                                                                                  • Key online campaigns
                                                                                                                    • What we think
                                                                                                                      • Crown Royal
                                                                                                                        • Figure 67: Social media metrics-Crown Royal, September 2013
                                                                                                                      • Key online campaigns
                                                                                                                        • What we think
                                                                                                                          • Baileys
                                                                                                                            • Figure 68: Social media metrics-Baileys, September 2013
                                                                                                                          • Key online campaigns
                                                                                                                            • What we think
                                                                                                                              • Maker’s Mark
                                                                                                                                • Figure 69: Social media metrics-Maker’s Mark, September 2013
                                                                                                                              • Key online campaigns
                                                                                                                                • What we think
                                                                                                                                • The Consumer – Segment Preferences and Attitudes

                                                                                                                                  • Key points
                                                                                                                                    • Whiskey leads category, but cordials and liqueurs have ageless appeal
                                                                                                                                      • Figure 70: Consumption of dark spirits, by age, August 2013
                                                                                                                                    • Cross-promotion, hybrid spirits could court new drinkers, occasions
                                                                                                                                        • Figure 71: Consumption of dark spirits by consumption of dark spirits, August 2013
                                                                                                                                        • Figure 72: Consumption of dark spirits by consumption of white spirits and RTDs, August 2013
                                                                                                                                      • Dark spirits drinkers less concerned with ‘skinny,’ better see health angle
                                                                                                                                          • Figure 73: Attitudes about spirits and health, by spirits consumption, August 2013
                                                                                                                                        • Flavors not seen as intriguing in dark spirits as in white spirits
                                                                                                                                            • Figure 74: Attitudes about flavored spirits, by dark spirits consumption, August 2013
                                                                                                                                          • Product origin more important to dark spirits drinkers than white spirits
                                                                                                                                              • Figure 75: Attitudes about spirits consumption on-premise, by dark spirits consumption, August 2013
                                                                                                                                          • The Consumer – Drinking Occasions

                                                                                                                                            • Key points
                                                                                                                                              • Few times a month or less most likely in dark spirits category
                                                                                                                                                  • Figure 76: Frequency of dark spirits consumption, by gender, August 2013
                                                                                                                                                  • Figure 77: Frequency of dark spirits consumption, by race/Hispanic origin, August 2013
                                                                                                                                                • Nearly three quarters of drinkers prefer to imbibe dark spirits at home
                                                                                                                                                    • Figure 78: Locations, timing, and occasions of spirits and RTDs consumption, by category, August 2013
                                                                                                                                                  • Category at an advantage when it comes to during the week consumption
                                                                                                                                                      • Figure 79: Timing of dark spirits consumption, by gender, August 2013
                                                                                                                                                    • Northeast, Midwest dark spirits fans a target for more social drinking
                                                                                                                                                        • Figure 80: Occasions for dark spirits consumption, by region, August 2013
                                                                                                                                                      • On-premise opportunities can expand appeal to varying ages
                                                                                                                                                          • Figure 81: Locations for dark spirits consumption, by age, August 2013
                                                                                                                                                        • Premium brands, cocktails have entry point in on-premise venues
                                                                                                                                                            • Figure 82: Attitudes about spirits consumption on-premise, by spirits consumption, August 2013
                                                                                                                                                          • Higher household incomes influence venue in which spirits are consumed
                                                                                                                                                              • Figure 83: Locations for dark spirits consumption, by region, August 2013
                                                                                                                                                            • Dark spirits could be tied in with meal times for new usage occasion
                                                                                                                                                                • Figure 84: Occasions for dark spirits consumption, by age, August 2013
                                                                                                                                                                • Figure 85: Occasions for dark spirits consumption, by gender, August 2013
                                                                                                                                                            • The Consumer – Preferences for Other Dark Spirits

                                                                                                                                                              • Key points
                                                                                                                                                                • Brandy, Armagnac, and Cognac least likely to be limited to once a month
                                                                                                                                                                    • Figure 86: Frequency of dark spirits consumption by consumption of dark spirits, August 2013
                                                                                                                                                                  • Education, new recipes could expand brandy, Armagnac, Cognac usage
                                                                                                                                                                    • Figure 87: Brandy, Armagnac, and Cognac consumption by preferred drink type, August 2013
                                                                                                                                                                  • Variations in types of cordials, liqueurs influences preferred drink types
                                                                                                                                                                    • Figure 88: Cordial and liqueur consumption by preferred drink type, by gender, August 2013
                                                                                                                                                                    • Figure 89: Cordial and liqueur consumption by preferred drink type, by age, August 2013
                                                                                                                                                                  • Cream liqueurs favored by lower incomes, non-cream by more affluent
                                                                                                                                                                      • Figure 90: Adult consumption of cordials and liqueurs, by form, by household income, May 2012-June 2013
                                                                                                                                                                    • Cordials and liqueurs have opportunity to court more affluent drinkers
                                                                                                                                                                        • Figure 91: Consumption of dark spirits, by household income, August 2013
                                                                                                                                                                    • The Whiskey Consumer – Drinking Occasions

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Men like whiskey neat, while women prefer it with mixers
                                                                                                                                                                          • Figure 92: Whiskey consumption by preferred drink type, by Gender, August 2013
                                                                                                                                                                          • Figure 93: Whiskey consumption by preferred drink type, by age, August 2013
                                                                                                                                                                        • Neat, on the rocks consumers likely part of the quality-conscious segment
                                                                                                                                                                            • Figure 94: Attitudes toward whiskey, by drink type, by gender, August 2013
                                                                                                                                                                          • Brands hold sway in consumer choice, but process gaining influence
                                                                                                                                                                              • Figure 95: Important attributes influencing whiskey purchases, by gender, August 2013
                                                                                                                                                                              • Figure 96: Attitudes toward whiskey production, by gender, August 2013
                                                                                                                                                                            • Recommendations connect with women, younger whiskey buyers
                                                                                                                                                                                • Figure 97: Important attributes influencing whiskey purchases, by age, August 2013
                                                                                                                                                                              • Trial of new whiskies driven mostly by price then by flavor
                                                                                                                                                                                  • Figure 98: Attitudes toward new whiskey purchases, by gender, August 2013
                                                                                                                                                                                • Value whiskies could counter premiumization by emphasizing ordinariness
                                                                                                                                                                                  • Quality-conscious whiskey drinkers likely drivers of craft distilling boom
                                                                                                                                                                                      • Figure 99: Attitudes toward whiskey, by drink type, by gender, August 2013
                                                                                                                                                                                  • The Whiskey Consumer – Subsegment Preferences

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • American, Irish whiskies only subsegments to have unisex appeal
                                                                                                                                                                                        • Figure 100: Consumption of whiskey by type, by gender, August 2013
                                                                                                                                                                                      • Older whiskey drinkers more willing to consume across segments
                                                                                                                                                                                          • Figure 101: Consumption of whiskey by type, by age, August 2013
                                                                                                                                                                                        • Whiskey fans more aware of subsegments than white spirits drinkers
                                                                                                                                                                                          • Production processes, price hold sway in particular subsegments
                                                                                                                                                                                            • Whiskey drinkers experiment with subsegments from similar places
                                                                                                                                                                                                • Figure 102: Consumption of whiskey by type, by consumption of whiskey by type, August 2013
                                                                                                                                                                                              • Irish whiskey drinkers open to new products, Scotch fans cue in on quality
                                                                                                                                                                                                  • Figure 103: Attitudes toward spirits by consumption of whiskey by type, August 2013
                                                                                                                                                                                                • RTDs could be new frontier for various subsegments
                                                                                                                                                                                                    • Figure 104: Consumption of whiskey by type, by consumption of spirits and RTDs, August 2013
                                                                                                                                                                                                • Key Driver Analysis – American Straight Whiskey

                                                                                                                                                                                                  • Methodology
                                                                                                                                                                                                    • American whiskey drinkers a young, active, and patriotic group
                                                                                                                                                                                                        • Figure 105: Key drivers of drinking American straight whiskey and/or bourbon consumption, October 2013
                                                                                                                                                                                                    • Correspondence Analysis

                                                                                                                                                                                                      • Methodology
                                                                                                                                                                                                        • Dark spirits fans have versatile approach to drink styles in the category
                                                                                                                                                                                                          • Figure 106: Correspondence Analysis, October 2013
                                                                                                                                                                                                          • Figure 107: Dark spirit consumption by preferred drink type, October 2013
                                                                                                                                                                                                      • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                        • Segment Performance
                                                                                                                                                                                                          • Figure 108: Total U.S. volume sales of whiskey, at current prices, 2008-13
                                                                                                                                                                                                          • Figure 109: U.S. volume sales of cordials and liqueurs, at current prices, 2008-13
                                                                                                                                                                                                          • Figure 110: U.S. volume sales of brandy and Cognac, at current prices, 2008-13
                                                                                                                                                                                                        • Retail Channels
                                                                                                                                                                                                          • Figure 111: U.S. on-premise volume sales of dark spirits, at current prices, 2008-13
                                                                                                                                                                                                          • Figure 112: U.S. off-premise volume sales of dark spirits, at current prices, 2008-13
                                                                                                                                                                                                        • The Consumer – Segment Preferences and Attitudes
                                                                                                                                                                                                          • Figure 113: Consumption of alcohol, by household income, August 2013
                                                                                                                                                                                                          • Figure 114: Consumption of dark spirits, by region, August 2013
                                                                                                                                                                                                          • Figure 115: Consumption of dark spirits, by consumption of white spirits, August 2013
                                                                                                                                                                                                          • Figure 116: Consumption of dark spirits by consumption of RTDs, August 2013
                                                                                                                                                                                                          • Figure 117: Agreement with attitudes and behaviors toward spirits, by consumption of spirits and RTDs, August 2013
                                                                                                                                                                                                        • The Consumer – Drinking Occasions
                                                                                                                                                                                                          • Figure 118: Locations dark spirits consumption, by gender, August 2013
                                                                                                                                                                                                          • Figure 119: Timing for dark spirits consumption, by age, August 2013
                                                                                                                                                                                                          • Figure 120: Timing of dark spirits consumption, by region, August 2013
                                                                                                                                                                                                          • Figure 121: Locations, timing, and occasions of dark spirits consumption, by consumption of dark spirits, August 2013
                                                                                                                                                                                                        • The Consumer – Other Dark Spirits Preferences
                                                                                                                                                                                                          • Figure 122: Adult consumption of cordials and liqueurs, by form, by age, May 2012-June 2013
                                                                                                                                                                                                          • Figure 123: Adult consumption of cordials and liqueurs, by kind, by household income, May 2012-June 2013
                                                                                                                                                                                                        • The Whiskey Consumer: Drinking Occasions
                                                                                                                                                                                                          • Figure 124: Spirits consumption by preferred drink type, by segment, August 2013
                                                                                                                                                                                                          • Figure 125: Important attributes influencing whiskey purchases, by region, August 2013
                                                                                                                                                                                                          • Figure 126: Attitudes toward whiskey, by region, August 2013
                                                                                                                                                                                                      • Appendix – Social Media

                                                                                                                                                                                                        • Brand usage or awareness
                                                                                                                                                                                                          • Figure 127: Brand usage or awareness, August 2013
                                                                                                                                                                                                          • Figure 128: Southern Comfort usage or awareness, by demographics, August 2013
                                                                                                                                                                                                          • Figure 129: Crown Royal usage or awareness, by demographics, August 2013
                                                                                                                                                                                                          • Figure 130: Jack Daniel’s usage or awareness, by demographics, August 2013
                                                                                                                                                                                                          • Figure 131: Maker’s Mark usage or awareness, by demographics, August 2013
                                                                                                                                                                                                          • Figure 132: Baileys usage or awareness, by demographics, August 2013
                                                                                                                                                                                                          • Figure 133: Hennessy usage or awareness, by demographics, August 2013
                                                                                                                                                                                                        • Activities done
                                                                                                                                                                                                          • Figure 134: Activities done, August 2013
                                                                                                                                                                                                          • Figure 135: Southern Comfort – Activities done, by demographics, August 2013
                                                                                                                                                                                                          • Figure 136: Crown Royal – Activities done, by demographics, August 2013
                                                                                                                                                                                                          • Figure 137: Jack Daniel’s – Activities done, by demographics, August 2013
                                                                                                                                                                                                          • Figure 138: Maker’s Mark– Activities done, by demographics, August 2013
                                                                                                                                                                                                          • Figure 139: Baileys – Activities done, by demographics, August 2013
                                                                                                                                                                                                          • Figure 140: Hennessy – Activities done, by demographics, August 2013
                                                                                                                                                                                                        • Online conversations
                                                                                                                                                                                                          • Figure 141: Online mentions around selected dark spirits brands, by day, March 24-Sept. 23, 2013
                                                                                                                                                                                                          • Figure 142: Online mentions around selected dark spirits brands, by page type, March 24-Sept. 23, 2013
                                                                                                                                                                                                          • Figure 143: Online conversations around selected dark spirits brands, March 24-Sept. 23, 2013
                                                                                                                                                                                                          • Figure 144: Online conversations around selected dark spirits brands, by day, March 24-Sept. 23, 2013
                                                                                                                                                                                                      • Appendix – Key Driver Analysis

                                                                                                                                                                                                            • Figure 145: American Straight Whiskey and/or bourbon consumption-key driver output, October 2013
                                                                                                                                                                                                        • Appendix – Trade Associations

                                                                                                                                                                                                          Companies Covered

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

                                                                                                                                                                                                          Dark Spirits - US - October 2013

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