Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Spirits: The Consumer - US - September 2011

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

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. 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

                                                                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                                                                      • 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

                                                                                                                                                                                                                                                                      Spirits: The Consumer - US - September 2011

                                                                                                                                                                                                                                                                      £3,199.84 (Excl.Tax)