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The US Dark Spirit Market - September 2012

Some questions answered in the 'US Dark Spirit Market Report' include:

Going forward, the industry must apply lessons learned during the recession to make sure it is in position to maximize sales opportunities in the future. With this in mind, Mintel has developed insightful analysis regarding the following key issues that can make the difference between success or failure. Among the topics are:

  • What market drivers are likely to have the greatest impact on the dark spirits industry and how can companies and retailers convert challenges into opportunities?
  • Who are the most important target audiences for the dark spirits industry? What factors do consumers take into account when making a dark spirits purchase?
  • What is being done in terms of innovation to generate and maintain enthusiasm with regard to the dark spirits category? Which segments are most important to the market?
  • What are the leading companies and brands and what are they doing to build on their momentum?
  • How have the country’s economic struggles impacted on-premise vs. off-premise dark spirits consumption?
  • How much of a role do demographic factors (e.g., age, household income, gender, race) have on dark spirits drinkers’ buying habits? What are consumers’ attitudes toward the category in general and how do they affect buying behavior?

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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

                        • The market
                          • Figure 1: Total U.S. sales and fan chart forecast of dark spirits, at current prices, 2007-17
                        • Market factors
                          • Consumption patterns staying steady
                            • Figure 2: Dark spirits consumption, January 2011-March 2012
                          • Population growth among adults 21+ makes for larger target audience
                            • Figure 3: U.S. population aged 21 or older, 2006-16
                            • Figure 4: Population aged 21 or older, by race and Hispanic origin, 2006-16
                          • Retail channels
                            • Off-premise accounts for majority of volume sales
                              • Figure 5: Total U.S. off-premise sales of dark spirits, 2007-12
                              • Figure 6: Total U.S. on-premise sales of dark spirits, 2007-12
                            • Volume sales concentrated among top three companies
                              • Figure 7: Company sales of dark spirits, 2010 and 2011
                            • The consumer
                              • Figure 8: Consumption of dark spirits, by type, May 2012
                            • Relaxation, taste, and socializing primary reasons for dark spirits consumption
                              • Figure 9: Motivation for drinking dark spirits, by gender, May 2012
                            • Dark spirits most likely enjoyed at home
                              • Figure 10: Locations for drinking dark spirits, by gender, May 2012
                            • What we think
                            • Issues in the Market

                                • How can dark spirits attract more women drinkers?
                                  • How can dark spirits be positioned to attract young consumers aged 21+?
                                    • How do Americans reconcile pursuit of healthy living with alcohol use?
                                    • Insights and Opportunities

                                      • Develop more uniquely flavored premixed dark spirits drinks
                                        • Develop cross-promotions/expand into other categories
                                          • Resealable packaging serves as a form of portion control
                                            • Provide nutritional information on packaging
                                              • Eco-friendly packaging may provide a point of differentiation
                                              • Trend Applications

                                                  • Sense of the Intense
                                                    • Extend My Brand
                                                      • 2015 Trend
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Dark spirits market appears to be rebounding slightly from recession
                                                            • Figure 11: Total U.S. retail sales and forecast of market, at current prices, 2007-17
                                                            • Figure 12: Total U.S. retail sales and forecast of market, at inflation-adjusted prices, 2007-17
                                                          • Fan chart forecast
                                                              • Figure 13: Total U.S. sales and fan chart forecast of market, at current prices, 2007-17
                                                          • Market Drivers

                                                            • Key points
                                                              • Dark spirits consumption trends holding steady
                                                                • Figure 14: Dark Spirits consumption trended, February 2007-March 2012
                                                              • Age more than just a number to dark spirits category
                                                                • Figure 15: U.S. population aged 21 or older, 2006-16
                                                              • Asian and Hispanic growth potentially increases target audience
                                                                • Figure 16: Population aged 21 or older, by race and Hispanic origin, 2006-16
                                                              • Consumer sentiment and disposable income still reeling
                                                                • Figure 17: Consumer Sentiment, March 2007-May 2012
                                                                • Figure 18: Real disposable personal income, January 2007-April 2012
                                                            • Competitive Context

                                                              • Key points
                                                                • White spirits’ connection with women hurting dark spirits
                                                                  • Figure 19: Ways of drinking dark spirits, May 2012
                                                                • Wine is the alcoholic beverage of choice for in-home use
                                                                  • Figure 20: Alcoholic beverage consumption at home preferences, May 2012
                                                                • Beer category taps nearly twice as much dollar sales as dark spirits
                                                                  • Figure 21: Total U.S. sales and forecast of beer, at current prices, 2006-16
                                                              • Segment Performance—Dark Spirits

                                                                • Key points
                                                                  • Whiskey/whisky largest dark spirits segment
                                                                    • Figure 22: U.S. volume sales of dark spirits, 2007-12
                                                                  • Recent growth may be good fortune for dark spirits
                                                                    • Figure 23: U.S. volume sales of dark spirits, 2007-12
                                                                • Segment Performance—Whiskey/Whisky

                                                                  • Key points
                                                                    • Whiskey/whisky sales not barreling forward
                                                                      • Figure 24: U.S. volume sales of whiskey/whisky, 2007-12
                                                                  • Segment Performance—Cordial and Liqueur

                                                                    • Key points
                                                                      • Cordials/liqueurs need more usage occasions
                                                                        • Figure 25: U.S. volume sales of cordials and liqueurs, 2007-12
                                                                    • Segment Performance—Brandy and Cognac

                                                                      • Key points
                                                                        • Brandy and Cognac somewhat of an afterthought
                                                                          • Figure 26: U.S. volume sales of brandy and Cognac, 2007-12
                                                                      • Retail Channels—Off-Premise

                                                                        • Key points
                                                                          • Off-premise take a hit during economic downturn
                                                                            • Figure 27: Total U.S. off-premise sales of dark spirits, 2007-12
                                                                        • Retail Channels—On-Premise

                                                                          • Key points
                                                                            • On-premise outpaces overall category growth
                                                                              • Figure 28: Total U.S. on-premise sales of dark spirits, 2007-12
                                                                          • Leading Companies

                                                                            • Key points
                                                                              • Product diversity key to category success
                                                                                • Leading companies’ news and developments
                                                                                    • Figure 29: Manufacturer sales of market, 2010 and 2011
                                                                                • Brand Share—Canadian Whisky

                                                                                  • Key points
                                                                                    • Canadian Whisky sales are on ice
                                                                                      • Figure 30: Leading brands sales of Canadian whisky, by volume, 2010 and 2011
                                                                                  • Brand Share—American Straight Whiskey

                                                                                    • Key points
                                                                                      • Segment’s sales concentrated among Jack Daniel’s and Jim Beam brands
                                                                                        • Figure 31: Leading brands of American straight whiskey, by volume, 2010 and 2011
                                                                                    • Brand Share—Scotch Whisky

                                                                                      • Key points
                                                                                        • Sales well-distributed throughout segment
                                                                                          • Figure 32: Leading brands of Scotch whisky, by volume, 2010 and 2011
                                                                                      • Brand Share—American Blended Whiskey

                                                                                        • Key points
                                                                                          • American blended whiskey sagging due to lack of growth
                                                                                            • Figure 33: Leading brands of American blended whiskey, by volume, 2010 and 2011
                                                                                        • Brand Share—Irish/Other Imported Whiskey

                                                                                          • Key points
                                                                                            • Jameson makes other Irish whiskey brands green with envy
                                                                                              • Figure 34: Leading brands of Irish/imported whiskey, by volume, 2010 and 2011
                                                                                          • Brand Share—Brandy and Cognac

                                                                                            • Key points
                                                                                              • Top two companies account for half of the segment’s sales
                                                                                                • Figure 35: Leading brands of brandy and Cognac, by volume, 2010 and 2011
                                                                                            • Brand Share—Cordials/Liqueurs

                                                                                              • Key points
                                                                                                • Flavors mixing well in this segment
                                                                                                  • Figure 36: Leading brands of cordials/liqueurs, by volume, 2010 and 2011
                                                                                              • Innovations and Innovators

                                                                                                • Key points
                                                                                                  • Whiskey/whisky products find innovation to be a good mixer
                                                                                                    • Figure 37: Number of dark spirits launches during past year, by segment
                                                                                                  • Cold economy heats up innovation process
                                                                                                    • Product innovations
                                                                                                      • Flavor
                                                                                                        • Packaging innovations
                                                                                                          • Easy-to-grip/portable
                                                                                                          • Marketing Strategies

                                                                                                            • Overview of the brand landscape
                                                                                                              • Brand analysis: Diageo
                                                                                                                • Brand analysis: Beam Inc.
                                                                                                                  • Brand analysis: Brown-Forman
                                                                                                                    • TV advertising
                                                                                                                      • Jim Beam Red Stag
                                                                                                                        • Figure 38: Red Stag, Unexpected, June 2012
                                                                                                                      • Bailey’s
                                                                                                                        • Figure 39: Bailey’s, “icicles,” December 2011
                                                                                                                      • Crown Royal
                                                                                                                        • Figure 40: Crown Royal, “Let’s party Safe,” December 2011
                                                                                                                    • Types of Dark Spirits Consumed

                                                                                                                      • Key points
                                                                                                                        • Consumers giving cordials/liqueurs and whiskies a shot
                                                                                                                          • Figure 41: Consumption of dark spirits, by type, May 2012
                                                                                                                        • Men of all ages tend to drink dark spirits more than women
                                                                                                                          • Figure 42: Consumption of dark spirits, by type, by gender and age, May 2012
                                                                                                                        • Cognac consumption highest among men and lower-income households
                                                                                                                          • Figure 43: Cognac you drank in the last 30 days, by gender, January 2011-March 2012
                                                                                                                          • Figure 44: Cognac you drank in the last 30 days, by household income, January 2011-March 2012
                                                                                                                        • Cordials/liqueurs appeal to higher-earning households
                                                                                                                          • Figure 45: Cordials and Liqueurs, by gender, January 2011-March 2012
                                                                                                                          • Figure 46: Cordials and Liqueurs, by household income, January 2011-March 2012
                                                                                                                        • Canadian whisky generates highest monthly consumption
                                                                                                                          • Figure 47: Canadian whisky you drank in the last 30 days, by gender, January 2011-March 2012
                                                                                                                          • Figure 48: Canadian whisky you drank in the last 30 days, by household income, January 2011-March 2012
                                                                                                                        • Upscale-skewing bourbon whiskey produces greatest disparity among consumption levels in men and women
                                                                                                                          • Figure 49: Bourbon whiskey you drank in the last 30 days, by gender, January 2011-March 2012
                                                                                                                          • Figure 50: Bourbon whiskey you drank in the last 30 days, by household income, January 2011-March 2012
                                                                                                                        • Scotch whisky enjoys broad appeal
                                                                                                                          • Figure 51: Scotch whisky, by gender, January 2011-March 2012
                                                                                                                          • Figure 52: Scotch whisky, by household income, January 2011-March 2012
                                                                                                                        • Blended whisky/rye holds strong appeal among lower income levels
                                                                                                                          • Figure 53: Blended whisky or rye, by gender, January 2011-March 2012
                                                                                                                          • Figure 54: Blended whisky or rye, by household income, January 2011-March 2012
                                                                                                                        • Not much luck of the Irish when it comes to whiskey
                                                                                                                          • Figure 55: Irish whiskey you drank in the last 30 days, by gender, January 2011-March 2012
                                                                                                                          • Figure 56: Irish whiskey you drank in the last 30 days, by household income, January 2011-March 2012
                                                                                                                        • Dark spirits consumption highest among wealthiest
                                                                                                                          • Figure 57: Consumption of dark spirits, by type, by household income, May 2012
                                                                                                                        • Millennials’ dark spirits usage may bode well for the future
                                                                                                                          • Figure 58: Consumption of dark spirits, by type, by generations, May 2012
                                                                                                                        • Irish whiskey consumers interested in a range of dark spirits
                                                                                                                          • Figure 59: Consumption of dark spirits, by type, by consumption of dark spirits, by type, May 2012
                                                                                                                          • Figure 60: Consumption of dark spirits, by type, by consumption of dark spirits, by type, May 2012
                                                                                                                      • Reasons/Motivations for Drinking Dark Spirits

                                                                                                                        • Key points
                                                                                                                          • Men more likely to drink with co-workers, women with their family
                                                                                                                            • Figure 61: Motivation for drinking dark spirits, by gender, May 2012
                                                                                                                          • Relaxation primary motivation for all ages of men and women for drinking dark spirits
                                                                                                                            • Figure 62: Motivation for drinking dark spirits, by gender and age, May 2012
                                                                                                                            • Figure 63: Motivation for drinking dark spirits, by generations, May 2012
                                                                                                                            • Figure 64: Motivation for drinking dark spirits, by household income, May 2012
                                                                                                                        • Where Dark Spirits are Consumed and the Positioning of Spirits Consumed

                                                                                                                          • Key points
                                                                                                                            • Home is where the dark spirits consumer is
                                                                                                                              • Figure 65: Locations for drinking dark spirits, by gender, May 2012
                                                                                                                              • Figure 66: Locations for drinking dark spirits, by household income, May 2012
                                                                                                                              • Figure 67: Locations for drinking dark spirits, by generations, May 2012
                                                                                                                              • Figure 68: Locations for drinking dark spirits, by motivation for drinking dark spirits, May 2012
                                                                                                                              • Figure 69: Locations for drinking dark spirits, by motivation for drinking dark spirits, May 2012
                                                                                                                              • Figure 70: Type of dark spirits consumed, by market positioning, May 2012
                                                                                                                          • Market Perception of Dark Spirits

                                                                                                                            • Key points
                                                                                                                              • Mid-range hits the target in terms of price point
                                                                                                                                • Figure 71: Market position of dark spirits consumed, by occasion, May 2012
                                                                                                                              • Different personality traits associated with various dark spirits
                                                                                                                                • Figure 72: Perceived image of dark spirits drinkers, May 2012
                                                                                                                                • Figure 73: Dark Spirits Correspondence Analysis, May 2012
                                                                                                                            • Purchase Attributes of Dark Spirits

                                                                                                                              • Key points
                                                                                                                                • Familiarity is a key component of purchase decisions
                                                                                                                                  • Figure 74: Purchase influencers of dark spirits, by gender, May 2012
                                                                                                                                  • Figure 75: Purchase influencers of dark spirits, by household income, May 2012
                                                                                                                                  • Figure 76: Purchase influencers of dark spirits, by generations, May 2012
                                                                                                                                • Brand familiarity important to men and women of all ages
                                                                                                                                  • Figure 77: Purchase influencers of dark spirits, by gender and age, May 2012
                                                                                                                              • Impact of Race/Hispanic Origin

                                                                                                                                • Key points
                                                                                                                                  • Hispanics, Asians most likely to drink dark spirits
                                                                                                                                    • Figure 78: Consumption of dark spirits, by type, by race/Hispanic origin, May 2012
                                                                                                                                  • Minimal variability regarding drinking locations
                                                                                                                                    • Figure 79: Locations for drinking dark spirits, by race/Hispanic origin, May 2012
                                                                                                                                  • Hispanics most likely to respond to purchase influencers
                                                                                                                                    • Figure 80: Purchase influencers of dark spirits, by race/Hispanic origin, May 2012
                                                                                                                                • Appendix—Custom Groups by Market Position of Dark Spirits

                                                                                                                                    • Figure 81: Consumption of dark spirits, by type, by dark spirit groups, May 2012
                                                                                                                                    • Figure 82: Usage of dark spirits based on market position, by gender and age, May 2012
                                                                                                                                    • Figure 83: Usage of dark spirits based on market position, by household income, May 2012
                                                                                                                                    • Figure 84: Usage of dark spirits based on market position, by region, May 2012
                                                                                                                                    • Figure 85: Usage of dark spirits based on market position, by generations, May 2012
                                                                                                                                    • Figure 86: Consumption of dark spirits, by type, by market position, May 2012
                                                                                                                                    • Figure 87: Motivation for drinking dark spirits, by dark spirit market position, May 2012
                                                                                                                                    • Figure 88: Locations for drinking dark spirits, by dark spirit market position, May 2012
                                                                                                                                    • Figure 89: Purchase influencers of dark spirits, by dark spirit market position, May 2012
                                                                                                                                    • Figure 90: Dark spirit market position, by demographics, May 2012
                                                                                                                                • Appendix—Other Useful Consumer Tables

                                                                                                                                    • Figure 91: Consumption of dark spirits, by type, by region, May 2012
                                                                                                                                    • Figure 92: Motivation for drinking dark spirits, by region, May 2012
                                                                                                                                    • Figure 93: Locations for drinking dark spirits, by region, May 2012
                                                                                                                                    • Figure 94: Purchase influencers of dark spirits, by region, May 2012
                                                                                                                                • Appendix—Trade Associations

                                                                                                                                  Companies Covered

                                                                                                                                  • Alcohol and Tobacco Tax and Trade Bureau
                                                                                                                                  • Allied Domecq
                                                                                                                                  • Association of Convenience Stores
                                                                                                                                  • Beam Global Spirits & Wine
                                                                                                                                  • Brown-Forman
                                                                                                                                  • Bruichladdich Distillery Company Ltd
                                                                                                                                  • Bureau of Economic Analysis
                                                                                                                                  • Campari Group
                                                                                                                                  • Carolans
                                                                                                                                  • Constellation Brands, Inc.
                                                                                                                                  • Cooley Distillery plc
                                                                                                                                  • Diageo North America
                                                                                                                                  • Distilled Spirits Council of the United States
                                                                                                                                  • Drambuie Liqueur Company Ltd
                                                                                                                                  • E.&J. Gallo Winery
                                                                                                                                  • Heaven Hill Distilleries Inc.
                                                                                                                                  • HP Hood LLC
                                                                                                                                  • Inver House Distillers
                                                                                                                                  • LVMH Moët Hennessy Louis Vuitton SA
                                                                                                                                  • McCormick Distilling Co. Inc.
                                                                                                                                  • Moët Hennessy USA
                                                                                                                                  • National Association of Beverage Importers
                                                                                                                                  • National Association of Beverage Retailers (NABR)
                                                                                                                                  • Pernod Ricard USA
                                                                                                                                  • Rémy Cointreau
                                                                                                                                  • Rémy Cointreau USA
                                                                                                                                  • Sazerac Company, Inc
                                                                                                                                  • Sidney Frank Importing Co., Inc.
                                                                                                                                  • U.S. Bureau of Labor Statistics
                                                                                                                                  • Walgreen Co
                                                                                                                                  • William Grant and Sons Distillers Ltd
                                                                                                                                  • Wine and Spirits Wholesalers of America

                                                                                                                                  The US Dark Spirit Market - September 2012

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