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Spirits: The Consumer - US - August 2010

In this two-part report on spirits, Mintel takes an in-depth consumer-centric view of the market. The market-centric view is covered in Mintel’s Spirits: The Market—U.S., September 2010. This report provides spirit makers and marketers a glimpse into not only the consumption trends, but also consumer behavior and attitudes toward spirits to help develop new products and design marketing strategies to reach the core consumer groups in the most effective way. The core themes explored in this report include, but are not limited to:

  • Spirits consumption trends among adults, discussed by type of spirits—white spirits and dark spirits.
  • How age, gender and income influence the consumption of different types of spirits
  • How the current recession has impacted consumer behavior in purchasing spirits
  • The effect different demographics have on the white and dark spirits market
  • Consumer base for the leading brands in each of the spirits segments
  • The attributes and marketing strategies that can help generate trial and adoption for new types and brands of spirits
  • The best media choices to reach spirit drinkers

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Consumer survey data
          • Abbreviations and terms
            • Abbreviations
            • Executive Summary

              • Distilled spirits consumption remains steady during the recession
                • Vodka is the most popular white spirit; tequila and gin show growth in drinkers
                  • Whiskey tops the dark spirits choices
                    • Men are the key consumer; women offer opportunities for fruit-flavored spirits
                      • Adults aged 25-34 are the most profitable consumers; 21-24 age group also offers growth potential
                        • Blacks and Hispanics can stimulate growth for some spirit types—Cognac, tequila, gin
                        • Insights and Opportunities—A Consumer-centric View

                          • Tea-flavored spirits present growth potential
                            • Caffeinated spirits—will the trend survive the FDA scrutiny?
                              • ... but the FDA is concerned about caffeine-infused alcohol
                              • Inspire Trends

                                  • Trend: Sell an experience in the bottle
                                    • What’s it about
                                      • What we’ve seen
                                        • Implications for the spirits market
                                        • Market Drivers

                                          • Key points
                                            • Per capita consumption increases slightly in 2009
                                              • Figure 1: Number of gallons of distilled spirits consumed annually, 1978-2009
                                            • Recession continues to impede consumer spending
                                              • Figure 2: Employment status of the civilian non-institutional population 16 years and over, 2000-10
                                            • At-home consumption on the rise due to the recession; on-premise consumption declines
                                              • Figure 3: Influence of the recession on drinking behavior, by age, March 2010
                                              • Figure 4: Alcoholic beverage consumption at bars/restaurants compared to last year, by age, January 2010
                                            • … but net at-home consumption lower than a year before; drinkers trading down to cheaper brands of spirits
                                              • Figure 5: Alcoholic beverage consumption at home compared to last year, by beverage type, March 2010
                                              • Figure 6: Alcoholic beverage consumption at bars/restaurants compared to last year, by age, January 2010
                                            • Young adults aged 21-34 continue to be the biggest consumer
                                              • Figure 7: Incidence of consumption of distilled spirits relative to a year ago, by age, March 2010
                                            • Population growth trends favor adults ages 55-74
                                              • Figure 8: Population aged 21 or older, 2005-15
                                            • Asians, blacks, and Hispanics offer growth potential
                                            • Spirits Usage, Type and Frequency, Brands

                                              • Key points
                                                • Distilled spirits—the biggest consumed alcoholic beverage in 2009
                                                  • Figure 9: Trends in drinking distilled spirits, prepared cocktail, and other alcoholic beverages, January 2005-December 2009
                                                • Trends in consumption of white and dark spirits
                                                    • Figure 10: Trends in consumption of spirits, by white and dark spirits, January 2005-December 2009
                                                  • Men continue to outpace women in drinking most types of spirits
                                                    • Figure 11: Ad poster of Russian women-targeted brand Damskaya, 2007-08
                                                    • Figure 12: Trends in consumption of spirits, by type and gender, January 2005-December 2009
                                                  • Spirits consumption fluctuates among adults aged 21-24; rises among those aged 25-34 during 2005-09
                                                      • Figure 13: Trends in consumption of spirits, by type, by age group 21-34, January 2005-December 2009
                                                    • Spirit consumption remains steady among adults aged 35-54
                                                      • Figure 14: Trends in consumption of spirits, by type, by age group 35-54, January 2005-December 2009
                                                    • Spirits consumption increases among adults aged 55+ during 2005-09
                                                      • Figure 15: Trends in consumption of spirits, by type, by age group 55+, January 2005-December 2009
                                                    • Household income influences spirits consumption; incidence rises among the lowest income group
                                                      • Figure 16: Consumption of spirits by type, by household income, November 2008-December 2009
                                                      • Figure 17: Trends in consumption of spirits by type, by household income under $25K, January 2005-December 2009
                                                  • Spirits: Volume Consumption

                                                    • Volume consumption trends for white spirits
                                                        • Figure 18: Trends in volume consumption of white spirits, by type, January 2005-December 2009
                                                      • White spirits volume consumption highest among adults aged 21-24; those in the lowest household income group
                                                        • Figure 19: Mean volume consumption of white spirits by type, by gender, age, household income, November 2008-December 2009
                                                      • Volume consumption for dark spirits rises during 2007-09
                                                        • Figure 20: Trends in volume consumption of dark spirits by type, January 2005-December 2009
                                                        • Figure 21: Mean volume consumption of dark spirits by type, by gender and age, November 2008-December 2009
                                                    • White Spirits: Brand Preference

                                                      • Over half of vodka drinkers drink Absolut vodka
                                                        • Figure 22: Incidence of drinking top vodka brands among vodka drinkers, by age, November 2008-December 2009
                                                      • Light/white/clear rum is the most popular type
                                                        • Figure 23: Incidence of drinking rum, by type, by gender, November 2008-December 2009
                                                        • Figure 24: Incidence of drinking rum, by type, by age, November 2008-December 2009
                                                      • Rum brand preference
                                                        • Figure 25: Incidence of drinking top rum brands among rum drinkers, by age, November 2008-December 2009
                                                      • Tequila brand preference
                                                        • Figure 26: Incidence of drinking top tequila brands among tequila drinkers, by age, November 2008-December 2009
                                                      • Gin brand preference
                                                        • Figure 27: Incidence of drinking top gin brands among gin drinkers, by age, November 2008-December 2009
                                                    • Dark Spirits: Brand Preference

                                                      • Whiskey consumption by type
                                                        • Figure 28: Incidence of drinking whiskey, by gender, November 2008-December 2009
                                                        • Figure 29: Incidence of drinking top bourbon whiskey brands, by age, November 2008-December 2009
                                                        • Figure 30: Incidence of drinking top Canadian whisky brands, by age, November 2008-December 2009
                                                      • Brandy/Armagnac and Cognac consumption by type
                                                        • Figure 31: Incidence of drinking brandy/Armagnac and Cognac by type, by gender, November 2008-December 2009
                                                      • Cognac brand consumption
                                                        • Figure 32: Incidence of drinking top Cognac brands, by gender, November 2008-December 2009
                                                    • Drinking Style

                                                      • Most spirit drinkers like to drink with soda, juice
                                                        • Figure 33: Way of drinking distilled spirits, by gender, March 2010
                                                        • Figure 34: Way of drinking distilled spirits, by age, March 2010
                                                    • Premium vs. Value—Role of Drinking Location

                                                      • Mid-priced spirits are most popular among spirit drinkers
                                                          • Figure 35: Types of spirits by value consumed at various locations/occasions, March 2010
                                                          • Figure 36: Types of spirits by value consumed at bars, by age, March 2010
                                                        • Types of spirits consumed at home
                                                          • Figure 37: Types of spirits by value consumed at home, by gender, March 2010
                                                      • Spending on Spirits by Occasion and/or Location

                                                        • Special occasions/holidays garner biggest spending on spirits
                                                          • Figure 38: Spending on a bottle of spirit, by occasion or location of consumption, by gender, March 2010
                                                          • Figure 39: Incidence of not purchasing spirits by occasion, by gender, March 2010
                                                        • Women spend less than men on each of the occasions on a spirit bottle
                                                          • Figure 40: Spending on a bottle of spirit by occasion or location of consumption, by gender, March 2010
                                                        • Spirit drinkers aged 25-34 spend the most on spirits for various drinking occasions
                                                          • Figure 41: Spending on a bottle of spirit by occasion or location of consumption, by age, March 2010
                                                      • Attributes/Factors Favorable to Generating Trial

                                                            • Figure 42: Motivation for purchase of new distilled spirits, by age, March 2010
                                                        • Shifts in Consumption of Spirits Over Last Year

                                                            • Figure 43: Shifts in consumption of spirits in last year, by household income, March 2010
                                                        • Attitudes Toward Product Attributes, Economy, Cocktails, and Brand Loyalty

                                                          • Spirit drinkers buy on promotion and drink cheaper brands due to the recession
                                                            • Figure 44: Attitudes toward spirits in relation to the economy and preference for wine and beer, by age, March 2010
                                                          • Functional spirits and fruit-flavored spirits offer growth potential
                                                              • Figure 45: Attitudes toward pro-health, functional, and flavor attributes in spirits and brand loyalty, by gender, March 2010
                                                              • Figure 46: Attitudes toward pro-health, functional, and flavor attributes in spirits and brand loyalty, by age, March 2010
                                                            • Cocktail recipe on the bottle is likely to attract half the spirit drinkers
                                                              • Figure 47: Attitudes toward cocktails and medium of research for alcoholic beverages, by age, March 2010
                                                          • Impact of Race and Hispanic Origin

                                                            • Blacks show inclination toward gin, prepared cocktails
                                                                • Figure 48: Trends in consumption of spirits by type, white vs. black respondents, January 2005-December 2009
                                                              • Hispanic spirits consumption, aided by tequila, rises in 2009
                                                                • Figure 49: Trends in consumption of spirits by type, by Asians and Hispanics, January 2005-December 2009
                                                                • Figure 50: Mean volume consumption of white spirits by type, by race/Hispanic origin, November 2008-December 2009
                                                                • Figure 51: Mean volume consumption of dark spirits by type, by race/Hispanic origin, November 2008-December 2009
                                                              • White and dark spirit consumption by brand by race/Hispanic origin
                                                                • Figure 52: Incidence of drinking top vodka brands among vodka drinkers, by race/Hispanic origin, November 2008-December 2009
                                                                • Figure 53: Incidence of drinking top rum brands among rum drinkers, by race/Hispanic origin, November 2008-December 2009
                                                                • Figure 54: Incidence of drinking top tequila brands among tequila drinkers, by race/Hispanic origin, November 2008-December 2009
                                                                • Figure 55: Incidence of drinking top gin brands among gin drinkers, by race/Hispanic origin, November 2008-December 2009
                                                              • Blacks are the primary Cognac/brandy consumer
                                                                • Figure 56: Incidence of drinking brandy/Armagnac and Cognac by type, by race/Hispanic origin, November 2008-December 2009
                                                              • Drinking style
                                                                • Figure 57: Method of drinking distilled spirits, by race/Hispanic origin, March 2010
                                                            • Cluster Analysis

                                                                • Loyalists
                                                                  • Demographics
                                                                    • Characteristics
                                                                      • Opportunity
                                                                        • Shifters
                                                                          • Demographics
                                                                            • Characteristics
                                                                              • Opportunity
                                                                                • Experimenters
                                                                                  • Demographics
                                                                                    • Characteristics
                                                                                      • Opportunity
                                                                                        • Cluster characteristics
                                                                                          • Figure 58: Spirits clusters, March 2010
                                                                                          • Figure 59: Incidence of drinking different types of alcoholic beverages, by spirits clusters, March 2010
                                                                                          • Figure 60: Ways of drinking distilled spirits, by spirits clusters, March 2010
                                                                                          • Figure 61: Motivation for purchase of new distilled spirits, by spirits clusters, March 2010
                                                                                          • Figure 62: Attitudes towards spirits in relation to economy and preference for wine and beer, by spirits clusters, March 2010
                                                                                          • Figure 63: Attitudes towards pro-health, functional, and flavor attributes in spirits and brand loyalty, by spirits clusters, March 2010
                                                                                          • Figure 64: Attitudes towards cocktails and medium of research for alcoholic beverages, by spirits clusters, March 2010
                                                                                        • Cluster demographics
                                                                                          • Figure 65: Spirits clusters, by gender, March 2010
                                                                                          • Figure 66: Spirits clusters, by age group, March 2010
                                                                                          • Figure 67: Spirits clusters, by household income group, March 2010
                                                                                          • Figure 68: Spirits clusters, by race, March 2010
                                                                                          • Figure 69: Spirits clusters, by Hispanic origin, March 2010
                                                                                        • Cluster methodology
                                                                                        • Custom Consumer Groups

                                                                                          • Differences exist in the drinking styles for white and dark spirits
                                                                                              • Figure 70: Ways of drinking distilled spirits, by white and dark spirits, March 2010
                                                                                            • Adults interested in watching sports are more likely to drink spirits
                                                                                              • Adults interested in watching NASCAR, football, soccer, and Olympics are also interested in spirits
                                                                                                  • Figure 71: Incidence of drinking various types of spirits, by NASCAR watching, November 2008-December 2009
                                                                                                  • Figure 72: Incidence of drinking various types of spirits, by Super Bowl and World Cup Soccer watching, November 2008-December 2009
                                                                                                  • Figure 73: Incidence of drinking various types of spirits, by Summer Olympics (NBC) and Fox MLB World Series watching, November 2008-December 2009
                                                                                              • Appendix: Additional Consumer Comparisons

                                                                                                • White spirits: Brand preference
                                                                                                  • Figure 74: incidence of drinking top vodka brands among vodka drinkers, by household income, November 2008-December 2009
                                                                                                  • Figure 75: Incidence of drinking top rum brands among rum drinkers, by household income, November 2008-December 2009
                                                                                                  • Figure 76: Incidence of drinking top tequila brands among tequila drinkers, by age, November 2008-December 2009
                                                                                                  • Figure 77: Incidence of drinking top gin brands among gin drinkers, by gender, November 2008-December 2009
                                                                                                  • Figure 78: Incidence of drinking top gin brands among gin drinkers, by household income, November 2008-December 2009
                                                                                                • Dark spirits: Brand preference
                                                                                                  • Figure 79: Incidence of drinking top brandy/Armagnac by brands, by gender, November 2008-December 2009
                                                                                                • Drinking styles
                                                                                                  • Figure 80: Method of drinking distilled spirits, by household income, March 2010
                                                                                                • Types of spirits consumed—at bar
                                                                                                  • Figure 81: Types of spirits consumed at bars, by household income, March 2010
                                                                                                • Spending on spirits by occasion and/or location
                                                                                                  • Figure 82: Spending on a bottle of spirit by occasion or location of consumption, by household income, March 2010
                                                                                                • Spirits non-purchase by occasion or location of consumption
                                                                                                  • Figure 83: Incidence of not buying spirits for certain occasion or at certain location, by gender, March 2010
                                                                                                  • Figure 84: Incidence of not buying spirits for certain occasion or at certain location, by household income, March 2010
                                                                                                • Spirits non-purchase pattern by occasion or location of consumption
                                                                                                  • Figure 85: Incidence of not buying spirits for certain occasion or at certain location, by gender, March 2010
                                                                                                  • Figure 86: Incidence of not buying spirits for certain occasion or at certain location, by age, March 2010
                                                                                                • Attributes/factors favorable to generating trial
                                                                                                  • Figure 87: Motivation for purchase of new distilled spirits, by gender, March 2010
                                                                                                • Shifts in consumption of spirits over last year
                                                                                                  • Figure 88: Shifts in consumption of spirits in last year, by gender, March 2010
                                                                                                  • Figure 89: Shifts in consumption of spirits in last year, by age, March 2010
                                                                                                • Attitudes toward product attributes, economy, cocktails, and brand loyalty
                                                                                                  • Figure 90: Attitudes toward spirits in relation to the economy and preference for wine and beer, by gender, March 2010
                                                                                                  • Figure 91: Attitudes towards spirits in relation to the economy and preference for wine and beer, by household income, March 2010
                                                                                                  • Figure 92: Attitudes towards pro-health, functional, and flavor attributes in spirits and brand loyalty, by household income, March 2010
                                                                                                  • Figure 93: Attitudes towards cocktails and medium of research for alcoholic beverages, by gender, March 2010
                                                                                                  • Figure 94: Attitudes towards cocktails and medium of research for alcoholic beverages, by household income, March 2010
                                                                                              • Appendix: Additional Race/Hispanic Origin Comparisons

                                                                                                  • Figure 95: Incidence of drinking rum, by type and race/Hispanic origin, November 2008-December 2009
                                                                                                  • Figure 96: Incidence of drinking top bourbon whiskey brands, by race/Hispanic origin, November 2008-December 2009
                                                                                                  • Figure 97: Incidence of drinking top Canadian whiskey brands, by race/Hispanic origin, November 2008-December 2009
                                                                                                  • Figure 98: Types of spirits consumed at bars, by race/Hispanic origin, March 2010
                                                                                                  • Figure 99: Motivation for purchase of new distilled spirits, by race/Hispanic origin, March 2010
                                                                                                • Attitudes towards product attributes, economy, cocktails, and brand loyalty
                                                                                                  • Figure 100: Attitudes toward spirits in relation to the economy and preference for wine and beer, by race/Hispanic origin, March 2010
                                                                                                • Blacks and Hispanics exhibit higher than average interest in super-premium spirits at bars
                                                                                                  • Figure 101: Spending on a bottle of spirit by occasion or location of consumption, by race/Hispanic origin, March 2010
                                                                                                  • Figure 102: Attitudes toward pro-health, functional, and flavor attributes in spirits and brand loyalty, by race/Hispanic origin, March 2010
                                                                                                  • Figure 103: Attitudes toward cocktails and medium of research for alcoholic beverages, by race/Hispanic origin, March 2010
                                                                                              • Appendix: Trade Associations

                                                                                                Companies Covered

                                                                                                • Absolut Spirits Company (USA)
                                                                                                • American Beverage Licensees
                                                                                                • Arnold Worldwide Partners
                                                                                                • Bacardi U.S.A. Inc.
                                                                                                • Diageo North America
                                                                                                • Distilled Spirits Council of the United States
                                                                                                • Ernest & Julio Gallo
                                                                                                • F. Korbel & Bros. Inc.
                                                                                                • Facebook, Inc.
                                                                                                • Firefly Tonics Ltd
                                                                                                • Food and Drug Administration
                                                                                                • FOX Broadcasting Company
                                                                                                • Gallup Organization, The
                                                                                                • Google, Inc.
                                                                                                • Lehman Brothers Holdings Inc.
                                                                                                • Major League Baseball
                                                                                                • Maxxium Worldwide B.V.
                                                                                                • Moët Hennessy USA
                                                                                                • National Association for Stock Car Auto Racing (NASCAR)
                                                                                                • National Association of Beverage Importers
                                                                                                • National Association of Beverage Retailers (NABR)
                                                                                                • National Broadcasting Company, Inc. (NBC)
                                                                                                • National Football League Inc.
                                                                                                • Pernod Ricard USA
                                                                                                • Rémy Cointreau USA
                                                                                                • Skyy Spirits LLC
                                                                                                • Stolichnaya
                                                                                                • The Conference Board
                                                                                                • The New York Times Company
                                                                                                • Twitter, Inc.
                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                • U.S. Bureau of the Census
                                                                                                • U.S. Department of Agriculture
                                                                                                • YouTube, Inc.

                                                                                                Spirits: The Consumer - US - August 2010

                                                                                                £3,277.28 (Excl.Tax)