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- Spirits: The Consumer - US - September 2011
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The distilled spirits market is analyzed by the following segments:
White spirits
- Vodka
- Rum (although rum is often dark as well, for the purposes of this report, Mintel has included all rum in the white spirits segment)
- Gin
- Tequila
Dark spirits
Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising clips
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Market factors
Market drivers
Performance by category and price segment
Qualities of leading brands, by category
Advertising and marketing strategies
Spirits consumption
Spirit brand choices
Mixing preferences
Reasons for drinking spirits
Price sensitivity and purchasing motivators
Spirit drinking preferences
Where spirits are consumed
Race and Hispanic origin
Insights and Opportunities
Natural and organic spirits
Figure 1: Square One Basil Vodka
Organics carry premium pricing
“Diet” cocktails
Inspire Insights
Trend: “Guiding Choice”
Trend: “Mood to Order”
Market Factors
Key points
Spirits experiences modest growth
Figure 2: Spirits revenue, January 2011
Figure 3: Spirits volume, rates of increase, January 2011
Figure 4: Spirits market share among all alcolohic beverages, by sales,January 2011
Figure 5: Spirits market share among all alcolohic beverages, by volume, January 2011
Easing retail sales restrictions
Sunday “blue laws”
In-store tastings
Supermarket sales
Market Drivers
Key points
Economic indicators
Figure 6: ICS, January 2006-February 2011
Figure 7: Gross domestic products, Q1 2011-Q1 2009
Figure 8: personal income and outlays
Employment Outlook Remains Grim
Figure 9: Percentages of unemployed adults aged 16+, 2001-11
Population changes by ethnicity
Figure 10: Population by race and Hispanic origin, 2006-16
Competitive Context
Cooking the premium goose
North America dominates premium spirits market
Performance by Category and Price Segment
Key points
Vodka dominates
Figure 11: U.S. spirits performance, by category, 2010
Figure 12: Industry market share, by category, 2010
Premium brands resurge
Figure 13: U.S. suppliers gross revenue, by price category, 2010
Figure 14: Price categories, by brand and segment, per 9-liter case, 2010
Figure 15: Spirits performance, by category and segment, 2010
Qualities of Leading Brands, by Category
Key points
Top 10 spirits brands, in sales
Figure 16: Top 10 Spirits brands, off-premise, non-liquor store sales channels, May 2011
White spirits
Vodka
Figure 17: Absolut Wild Tea
Figure 18: Stoli Citros
Smaller imported vodkas
Rum
Figure 19: Captain Morgan’s Lime Bite
Gin
Figure 20: Seagram’s Extra Dry Gin
Figure 21: Tanqueray’s Rangpur
Tequila
Dark spirits
Whiskey
American whiskey
Figure 22: Heaven Hill’s Trybox Series
Blended American whiskey
Figure 23: Barton Distilling’s Kentucky Gentleman
Imported whiskey
Canadian
Scotch
Irish whiskey
Figure 24: U.S. Sales of Jameson Irish Whiskey, by Number of 9-Liter Cases
Japanese whiskey
Cordials and liqueurs
Cream liqueurs
Brandy and Cognac
What’s the difference?
On-premise vs. Off-premise
Key points
Figure 25: On-premise vs. off-premise sales by year
On-premise continues to decline
Specialty liquor stores
Supermarkets
Drug and convenience stores
Warehouse Clubs
Bars and restaurants cut costs
Inventory management
Beverage promotions
Figure 26: Leading chains with adult beverage sales*
Innovations and Innovators
Spirits en vogue
Figure 27: Sample of consumer spirits purchases at texas-area retailers
Beyond Texas
Cocktail couture
Bitters, tonics and other ingredients
Classic cocktails
Home consumption
Marketing Strategies
Key points
Retailers and suppliers shift strategies, focus on digital
Retailers and social media
Suppliers increase media spending
Figure 28: U.S. Top 10 Advertised distilled spirits brands
A holistic approach
Diageo on mobile
Figure 29: mobile version of thebar.com from diageo
Vodka
Absolut
Smirnoff
Figure 30: Rapper Sean “Puffy” Combs
Ciroc: Rapping about vodka
Figure 31: Ciroc Vodka, “Perfectly Smooth,” December 2010
Three Olives
Figure 32: Three Olives Vodka, “Cowboys,” June 2011
Rum
Bacardi
Figure 33: Bacardi, “Together,” May 2011
Captain Morgan
Figure 34: Captain morgan, “Spiced Rum,” June 2011
Malibu
Tequila
Patrón
José Cuervo
1800 Tequila
Gin
Tanqueray
Bacardi Bombay Sapphire
Whiskey
Jim Beam
Jack Daniel’s
Figure 35: Jack Daniel’s, “Tennessee Honey,” April 2011
A Hispanic version of Studio 7
Maker’s Mark
Johnnie Walker
Jameson
Other spirits
Kahlúa
Figure 36: Kahlúa,“More Intriguing,” November 2010
Jägermeister
Spirit Consumption
Key points
Rum and vodka trump other spirits
Figure 37: Types of spirits consumed, May 2011
Women drink whiskey
Figure 38: Types of spirits consumed, by gender, May 2011
True favorites
Tequila
Figure 39: Types of spirits consumed, by age, May 2011
Figure 40: Types of spirits consumed, by income, May 2011
Vodka consumption and frequency
Cheap alternatives
Figure 41: Vodka consumption frequency, by gender, October 2009-December 2010
Figure 42: Consumption frequency, by age, October 2009-December 2010
Rum consumption and frequency
Beginners to advanced
Figure 43: Rum consumption frequency, by gender, October 2009-December 2010
Figure 44: Rum consumption frequency, by age, October 2009-December 2010
Figure 45: Rum consumption type, by gender, October 2009-December 2010
Figure 46: Rum consumption type, by age, October 2009-December 2010
Spirit Brand Choice
Key points
Absolut is consumers’ favorite vodka
Figure 47: Brands of vodka, by gender, October 2009-December 2010
“Young adult brands” dominate rum
Older consumers
Figure 48: Brands of rum, by gender, October 2009-December 2010
Figure 49: Brands of rum, by age, October 2009-December 2010
Both sexes like Patrón and José Cuervo tequila
Figure 50: Leading brands of tequila, by gender, October 2009-December 2010
Figure 51: Brands of tequila, by age, October 2009-December 2010
Men have more expensive taste in gin
Older consumers like different brands
Figure 52: Leading brands of gin, by gender, October 2009-December 2010
Figure 53: Brands of gin, by age, October 2009-December 2010
Both genders savor whiskey
The classic cocktail movement
Figure 54: Leading brands of whiskey, by gender, October 2009-December 2010
Young males love Jägermeister
Figure 55: Leading brands of cordials and liqueurs, by gender, October 2009-December 2010
Figure 56: Brands of liqueurs/cordials by age, October 2009-December 2010
E&J and Paul Masson trump the brandy category
Figure 57: Leading brands of brandy and armagnac, by gender, October 2009-December 2010
Cognac
Figure 58: Leading brands of Cognac by gender, October 2009-December 2010
Figure 59: Brands of Cognac, by age, October 2009-December 2010
Mixing Preferences
Key points
Straight talk or creamy jargon
Age and income
Figure 60: How spirits are consumed, by gender, May 2011
Figure 61: How spirits are consumed, by age, May 2011
Figure 62: How spirits are consumed, by income, May 2011
Reasons for Drinking Spirits
Key points
Do people drink to get drunk more than they admit?
Excuses for drinking
More money, more occasions
Figure 63: Why consumers drink spirits, by gender, May 2011
Figure 64: Why consumers drink spirits, by age, May 2011
Figure 65: Why consumers drink spirits, by income, May 2011
Price Sensitivity for Spirits
Key points
The premium and mid-range dominate
Brand loyalty
Figure 66: Price sensitivity among spirit drinkers, May 2011
Figure 67: Response to discounts and promotions among spirit drinkers, May 2011
Purchasing Motivators
Key points
Young adults experiment
The aspirational class
Figure 68: Factors behind choosing a particular spirit, by age, May 2011
Figure 69: Factors behind choosing a particular spirit, by household income, May 2011
Spirit Drinking Preferences
Key points
Women like mixing cocktails
Figure 70: Spirit drinking preferences, by gender, May 2011
Preferences by age
Figure 71: Spirit drinking preferences, by age, May 2011
Middle-income groups more discriminating
Figure 72: Spirit drinking preferences, by income, May 2011
Where Spirits are Consumed
Key points
More men drink in bars
Figure 73: Where spirits are consumed, by gender, May 2011
Older consumers are a key demographic
Figure 74: Where spirits are consumed, by age, May 2011
Impact of Race and Hispanic Origin
Key points
Ciroc is like Air Jordans
Hispanics like trying new things
Rum and tequila
Figure 75: Types of spirits consumed, by race and hispanic origin, May 2011
Mixing preferences
Figure 76: How spirits are consumed, by race and hispanic origin, May 2011
Hispanics rarely drink alone
Figure 77: Why consumers drink spirits, by race and hispanic origin, May 2011
Brands vs. thrift
Figure 78: Spirit drinking preferences, by ethnicity, May 2011
Blacks drink at home
Figure 79: Where spirits are consumed, by race and hispanic origin, May 2011
Cluster Analysis
Gregarious Budgeters
Characteristics
Demographics
Opportunity
Recession-proof Drinkers
Characteristics
Demographics
Opportunity
Anti-social Home-imbibers
Characteristics
Demographics
Opportunity
Cluster characteristic tables
Figure 80: Spirits clusters, May 2011
Figure 81: Reasons why distilled spirits are consumed, by spirits clusters, May 2011
Figure 82: Important liquor/distilled spirit brand attributes by spirits clusters, May 2011
Figure 83: Attitudes toward distilled spirits by spirits clusters, May 2011
Figure 84: Where distilled spirits are consumed most often by spirits clusters, May 2011
Cluster demographic tables
Figure 85: Spirits clusters, by gender, May 2011
Figure 86: Spirits clusters, by age, May 2011
Figure 87: Spirits clusters, by household income, May 2011
Figure 88: Spirits clusters, by race, May 2011
Figure 89: Spirits clusters, by Hispanic origin, May 2011
Cluster methodology
Appendix—Other Useful Tables
Motivations behind choosing which spirit to buy
Figure 90: Factors behind choosing a particular spirit – brand always drunk, by gender, May 2011
Figure 91: Factors behind choosing a particular spirit – brand always drunk, by age, May 2011
Ingredient quality
Figure 92: Factors behind choosing a particular spirit – ingredient quality, by gender, May 2011
Figure 93: Factors behind choosing a particular spirit – ingredient quality, by age, May 2011
Low price
Figure 94: Factors behind choosing a particular spirit – low price, by gender, May 2011
Figure 95: Factors behind choosing a particular spirit – low price, by age, May 2011
Price promotions, such as buy one get one
Figure 96: Factors behind choosing a particular spirit – price promotion, by gender, May 2011
Figure 97: Factors behind choosing a particular spirit – price promotion, by age, May 2011
Free samples
Figure 98: Factors behind choosing a particular spirit – free samples, by gender, May 2011
Figure 99: Factors behind choosing a particular spirit – free samples, by age, May 2011
Recommendation from a friend or family member
Figure 100: Factors behind choosing a particular spirit – recommendation from a friend/family member, by gender, May 2011
Figure 101: Factors behind choosing a particular spirit – recommendation from a friend/family member, by age, May 2011
Distilling process
Figure 102: Factors behind choosing a particular spirit – distilling process, by gender, May 2011
Figure 103: Factors behind choosing a particular spirit – distilling process, by age, May 2011
Country of origin
Figure 104: Factors behind choosing a particular spirit – country of origin, by gender, May 2011
Figure 105: Factors behind choosing a particular spirit – country of origin, by age, May 2011
A new flavor
Figure 106: Factors behind choosing a particular spirit – a new flavor, by gender, May 2011
Figure 107: Factors behind choosing a particular spirit – a new flavor, by age, May 2011
Less important factors: Influence at the moment of purchase
Bartender recommendation
Figure 108: Factors behind choosing a particular spirit – bartender recommendation, by gender, May 2011
Figure 109: Factors behind choosing a particular spirit – bartender recommendation, by age, May 2011
A waitress/waiter recommendation
Figure 110: Factors behind choosing a particular spirit – waiter recommendation, by gender, May 2011
Figure 111: Factors behind choosing a particular spirit – sales associate recommendation, by age, May 2011
A sales associate recommendation at the store
Figure 112: Factors behind choosing a particular spirit – sales associate recommendation, by gender, May 2011
Figure 113: Factors behind choosing a particular spirit – sales associate recommendation, by age, May 2011
An interesting-looking bottle or special packaging
Figure 114: Factors behind choosing a particular spirit – interesting packaging, by gender, May 2011
Figure 115: Factors behind choosing a particular spirit – interesting packaging, by age, May 2011
A brand everybody orders at a popular bar or restaurant
Figure 116: Factors behind choosing a particular spirit – a brand everybody orders, by gender, May 2011
Figure 117: Factors behind choosing a particular spirit – a brand everybody orders, by age, May 2011
Sponsor promotion, such as a model working for a spirits company handing out drink cards or samples
Figure 118: Factors behind choosing a particular spirit – sponsor promotion, by gender, May 2011
Figure 119: Factors behind choosing a particular spirit – sponsor promotion, by age, May 2011
Advertisements I have seen in magazines, TV, or online
Figure 120: Factors behind choosing a particular spirit – tv or online advertisements, by gender, May 2011
Figure 121: Factors behind choosing a particular spirit – TV or online advertisements, by age, May 2011
Billboard advertisements
Figure 122: Factors behind choosing a particular spirit – billboard advertisements, by gender, May 2011
Figure 123: Factors behind choosing a particular spirit – billboard advertisements, by age, May 2011
Social media advertisements
Figure 124: Factors behind choosing a particular spirit – social media advertisements, by gender, May 2011
Figure 125: Factors behind choosing a particular spirit – social media advertisements, by age, May 2011
Appendix—Trade Associations
- Absolut Spirits Company (USA)
- American Beverage Licensees
- Applebee's International Inc.
- Bacardi U.S.A. Inc.
- Beam Global Spirits & Wine
- Beefeater
- Brinker International Inc.
- Brown-Forman
- Buffalo Wild Wings Inc.
- Bureau of Economic Analysis
- Campbell Soup Company
- Constellation Brands, Inc.
- Costco Wholesale Corporation
- Darden Restaurants Inc.
- Diageo North America
- Discovery Channel
- Distilled Spirits Council of the United States
- E.&J. Gallo Winery
- ESPN, Inc.
- Facebook, Inc.
- Fortune Brands, Inc.
- Godiva Chocolatier
- Google, Inc.
- Heaven Hill Distilleries Inc.
- Kantar Media
- Legal Sea Foods Inc.
- Lehman Brothers Holdings Inc.
- Marriott International, Inc.
- Maxxium Worldwide B.V.
- Moët Hennessy USA
- Morton's Restaurant Group, Inc.
- MySpace.com
- National Association of Beverage Importers
- Nordstrom
- Organic Trade Association
- OSI Restaurant Partners, Inc.
- P.F. Chang's China Bistro Inc.
- Pernod Ricard USA
- Red Bull North America, Inc.
- Red Robin Gourmet Burgers Inc.
- Reuters Group PLC
- Rite Aid Corporation
- Royal Caribbean Cruises Ltd.
- Ruby Tuesday Inc.
- SAM's Club
- Skyy Spirits LLC
- Starbucks Corporation
- Suntory Group
- The Cheesecake Factory Incorporated
- The New York Times Company
- Twitter, Inc.
- U.S. Bureau of Labor Statistics
- U.S. Bureau of the Census
- University of Michigan, The
- US Department of Labor
- Walgreen Co
- Weight Watchers International Inc.
- William Grant and Sons Distillers Ltd
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