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White Spirits and RTDs - US - November 2012

“With volume sales of 6 million 9-liter cases, the RTDs segment is the smallest in the category. This can be attributed in part to the relatively new nature of these products, compared to the longstanding white spirits options. Declines seen in the segment are likely due to rising concerns over health, with products perceived as having high sugar content and calories.”

– Beth Bloom, Food and Drink Analyst

Some questions answered in this report include:

  • How can other white spirits segments match the success of vodka?
  • How can the RTD segment grow market share?
  • How can the category grow participation among older users?

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Table of contents

  1. Scope and Themes

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

                        • The market
                          • Figure 1: U.S. sales and fan chart forecast of white spirits and RTDs, at current prices, 2007-17
                        • Market factors
                          • Millennials highly engaged, indication of future growth
                            • Market segmentation
                              • Figure 2: U.S. volume sales of white spirits and RTDs, by segment, 2010 and 2012
                            • Retail channels
                              • Figure 3: Sales of white spirits and RTDs, by retail channel, 2007-12
                            • Innovation
                              • Figure 4: White spirits and RTD launches, by top five claims, 2007-12*
                            • The consumer
                              • Nearly six in 10 consumers drink white spirits and/or RTDs
                                • Figure 5: Type of white spirits and RTD beverages consumed in the past six months, by type, July 2012
                              • Category participation decreases with age
                                • Figure 6: Type of white spirits and RTD beverages consumed in the past six months, by type and age, July 2012
                              • White spirits most often consumed with mixers
                                • Figure 7: How white spirits are consumed, July 2012
                              • Hispanics are a strong target for category consumption
                                • Figure 8: White spirits and RTD beverages consumed in the past six months, by type, by race/Hispanic origin, July 2012
                              • What we think
                              • Issues in the Market

                                  • How can other white spirits segments match the success of vodka?
                                    • How can the RTD segment grow market share?
                                      • How can the category grow participation among older users?
                                      • Insights and Opportunities

                                        • Encourage gifting
                                          • Guide consumers through brand range
                                            • Branded drinking venues
                                            • Trend Applications

                                                • Trend: Immaterial World
                                                  • Trend: Home of the Senses
                                                    • Inspire 2015 Trend: Brand Intervention
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • White spirits and RTD sales grow 12% from 2007-12
                                                          • Sales and forecast of white spirits and RTDs
                                                            • Figure 9: Total U.S. sales and forecast of white spirits and spirits-based RTD cocktails, at current prices, 2007-17
                                                            • Figure 10: Total U.S. sales and forecast of white spirits and spirits-based RTD cocktails, at inflation-adjusted prices, 2007-17
                                                            • Figure 11: U.S. volume sales of white spirits and spirits-based RTD cocktails, 2007-12
                                                          • Fan chart forecast
                                                              • Figure 12: U.S. retail sales and fan chart forecast of white spirits and RTDs, at current prices, 2007-17
                                                          • Market Drivers

                                                            • Key points
                                                              • Alcohol consumption dips
                                                                • Figure 13: Reasons for changes in alcohol consumption at home, March 2012
                                                              • Improved consumer confidence may spell sales shift
                                                                • Product makers/marketers need to respond to consumer interest in health
                                                                  • Figure 14: U.S. obesity rate, by age, 2008 and 2012
                                                                • Capitalize on cocktail culture
                                                                  • Millennials highly engaged
                                                                    • Figure 15: Population, by age, 2007-17
                                                                  • Hispanic population growth should lead to sales growth
                                                                    • Figure 16: Population, by race and Hispanic origin, 2007-17
                                                                • Competitive Context

                                                                  • Key points
                                                                    • Wine and beer best white spirits, RTDs for in-home use
                                                                      • Figure 17: Alcoholic beverage consumption at home preferences, by gender, May 2012
                                                                      • Figure 18: Total U.S. sales and forecast of beer, at current prices, 2006-16
                                                                    • Dark spirits find success in craft
                                                                    • Segment Performance

                                                                      • Key points
                                                                        • Vodka sales drive growth in category
                                                                          • Sales of white spirits and RTDs, by segment
                                                                            • Figure 19: U.S. volume sales of white spirits and RTDs, by segment, 2010 and 2012
                                                                        • Segment Performance—Vodka

                                                                          • Key points
                                                                            • Vodka represents more than half of sales in the category, and is growing
                                                                              • Sales of vodka
                                                                                • Figure 20: U.S. volume sales of vodka, 2007-12
                                                                                • Figure 21: Vodka, April 2007-June 2012
                                                                            • Segment Performance—Rum

                                                                              • Key points
                                                                                • Rum shows strong sales growth, helped by flavored offerings
                                                                                  • Sales of rum
                                                                                    • Figure 22: U.S. volume sales of rum, 2007-12
                                                                                • Segment Performance—Tequila

                                                                                  • Key points
                                                                                    • Tequila volume sales grow 17% from 2007-12
                                                                                      • Sales of tequila
                                                                                        • Figure 23: U.S. volume sales of tequila, 2007-12
                                                                                    • Segment Performance—Gin

                                                                                      • Key points
                                                                                        • Gin struggles from 2010-12
                                                                                          • Sales of gin
                                                                                            • Figure 24: U.S. volume sales of gin, 2007-12
                                                                                        • Segment Performance—RTDs

                                                                                          • Key points
                                                                                            • RTDs experience 5% volume sales decline from 2007-12
                                                                                              • Sales of RTDs
                                                                                                • Figure 25: U.S. volume sales of spirits-based RTD cocktails, 2007-12
                                                                                            • Retail Channels

                                                                                              • Key points
                                                                                                • Off-premise sales of white spirits and RTDs outpace on-premise
                                                                                                  • Sales of white spirits and RTDs, by channel
                                                                                                    • Figure 26: Total U.S. dollar sales of white spirits and RTDs, by channel, at current prices, 2010 and 2012
                                                                                                • Retail Channels—On-Premise

                                                                                                  • Key points
                                                                                                    • On-premise sales dipped by 6%, 2007-12, losses slowing
                                                                                                      • On-premise sales of white spirits and RTDs
                                                                                                        • Figure 27: On-premise sales of white spirits and RTDs, 2007-12
                                                                                                    • Retail Channels—Off-Premise

                                                                                                      • Key points
                                                                                                        • Off-premise sales show strong growth
                                                                                                          • Off-premise sales of white spirits and RTDs
                                                                                                            • Figure 28: Off-premise sales of white spirits and RTDs, 2007-12
                                                                                                        • Leading Companies

                                                                                                          • Key points
                                                                                                            • Category leaders
                                                                                                              • Manufacturer sales of white spirits and RTDs
                                                                                                                • Figure 29: Leading white spirits/prepared RTD cocktail companies, by volume, 2010-11
                                                                                                                • Figure 30: White spirits and RTD launches, by top 10 companies, 2007-12*
                                                                                                            • Social Media – White Spirits and RTDs

                                                                                                              • Key points
                                                                                                                  • Figure 31: Key brand metrics, October 2012
                                                                                                                • Options appeal to younger drinkers
                                                                                                                  • Figure 32: Top ten alcoholic beverage flavor variants for gin, white rum, tequila, and vodka, Jun 1-Oct 31, 2012
                                                                                                                • Brand usage and awareness
                                                                                                                  • Figure 33: Brand usage and awareness, October 2012
                                                                                                                • Brand satisfaction
                                                                                                                  • Figure 34: Brand satisfaction, October 2012
                                                                                                                • Interaction with brands
                                                                                                                  • Figure 35: Interaction with brands, October 2012
                                                                                                                • Motivations for interacting with brands
                                                                                                                  • Figure 36: Why people interact with brands, October 2012
                                                                                                                • White spirits category grows as consumers see more variety
                                                                                                                  • Online conversations
                                                                                                                    • Figure 37: Percentage of consumer conversation, by white spirits brands, July 19-Sept. 19, 2012
                                                                                                                    • Figure 38: Online mentions, by white spirits brands, by week, July 19-Sept. 19, 2012
                                                                                                                  • Where people are talking about white spirits brands?
                                                                                                                    • Figure 39: White spirits brand mentions by page type, July 19-Sept. 19, 2012
                                                                                                                  • What are people talking about?
                                                                                                                      • Figure 40: White spirits brand mentions by type of conversation, July 19-Sept. 19, 2012
                                                                                                                      • Figure 41: Major areas of discussion, by date, July 19-Sept. 19, 2012
                                                                                                                      • Figure 42: Major areas of discussion, by type of website, July 19-Sept. 19, 2012
                                                                                                                    • Analysis by brand
                                                                                                                      • Absolut
                                                                                                                        • Figure 43: Absolut – key social media indicators, July 19-Sept. 19, 2012
                                                                                                                      • Key online campaigns
                                                                                                                        • What we think
                                                                                                                          • Bacardi
                                                                                                                            • Figure 44: Bacardi – key social media indicators, July 19-Sept. 19, 2012
                                                                                                                          • Key online campaigns:
                                                                                                                            • What we think
                                                                                                                              • Grey Goose
                                                                                                                                • Figure 45: Grey Goose– key social media indicators, July 19-Sept. 19, 2012
                                                                                                                              • Key online campaigns
                                                                                                                                • What we think
                                                                                                                                  • Smirnoff
                                                                                                                                    • Figure 46: Smirnoff– key social media indicators, July 19-Sept. 19, 2012
                                                                                                                                  • Key online campaigns
                                                                                                                                    • What we think
                                                                                                                                      • Patrón
                                                                                                                                        • Figure 47: Patrón– key social media indicators, July 19-Sept. 19, 2012
                                                                                                                                      • Key online campaigns
                                                                                                                                        • What we think
                                                                                                                                          • Bombay Sapphire
                                                                                                                                            • Figure 48: Bombay Sapphire– key social media indicators, July 19-Sept. 19, 2012
                                                                                                                                          • Key online campaigns
                                                                                                                                            • What we think
                                                                                                                                              • Daily’s Cocktails
                                                                                                                                                • Figure 49: Daily’s Cocktails– key social media indicators, July 19-Sept. 19, 2012
                                                                                                                                              • Key online campaigns:
                                                                                                                                                • What we think
                                                                                                                                                • Brand Share—Vodka

                                                                                                                                                  • Key points
                                                                                                                                                    • Diageo dominates vodka segment
                                                                                                                                                      • Sazerac’s value brands soar
                                                                                                                                                        • More vodka brands, greater competition
                                                                                                                                                          • Sales of leading vodka brands
                                                                                                                                                            • Figure 50: Leading brands of vodka, by volume, 2010-11*
                                                                                                                                                          • Brands of vodka consumed
                                                                                                                                                            • Figure 51: Vodka consumption, by brand, April 2011-June 2012
                                                                                                                                                        • Brand Share—Rum

                                                                                                                                                          • Key points
                                                                                                                                                            • Bacardi continues rum domination
                                                                                                                                                              • Love for the Captain
                                                                                                                                                                • Rum adds spice and color
                                                                                                                                                                  • Sales of leading rum brands
                                                                                                                                                                    • Figure 52: Leading brands of rum*, by volume, 2010-11
                                                                                                                                                                  • Brands of rum consumed
                                                                                                                                                                    • Figure 53: Rum consumption, by brand, April 2011-June 2012
                                                                                                                                                                • Brand Share—Tequila

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Jose leads the way
                                                                                                                                                                      • Patrón keeps on growing
                                                                                                                                                                        • Beam, Proximo win big in tequila market
                                                                                                                                                                          • Sales of leading tequila brands
                                                                                                                                                                            • Figure 54: Leading brands of tequila*, by volume, 2010-11
                                                                                                                                                                          • Brands of tequila consumed
                                                                                                                                                                            • Figure 55: Tequila consumption, by brand, April 2011-June 2012
                                                                                                                                                                        • Brand Share—Gin

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Pernod Ricard tops off gin market
                                                                                                                                                                              • Tanqueray steals the consumer vote
                                                                                                                                                                                • Champion seen in Bombay Sapphire
                                                                                                                                                                                  • Manufacturer sales of gin
                                                                                                                                                                                    • Figure 56: Leading brands of gin*, by volume, 2010-11
                                                                                                                                                                                  • Brands of gin consumed
                                                                                                                                                                                    • Figure 57: Gin consumption, by brand, April 2011-June 2012
                                                                                                                                                                                • Brand Share—RTDs

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Skinnygirl shines
                                                                                                                                                                                      • RTDs look for a comeback
                                                                                                                                                                                        • Sales of leading RTD brands
                                                                                                                                                                                          • Figure 58: Leading brands of packaged RTD cocktails, by volume, 2010-11
                                                                                                                                                                                        • Brands of RTDs consumed
                                                                                                                                                                                          • Figure 59: Flavored alcoholic beverages—non-coolers (ready-to-drink) consumed, by brand, April 2011-June 2012
                                                                                                                                                                                          • Figure 60: Prepared cocktail mixes with liquor, April 2011-June 2012
                                                                                                                                                                                      • Innovations and Innovators

                                                                                                                                                                                        • New product launch trends
                                                                                                                                                                                          • Figure 61: White spirits and RTD launches, by launch type, 2007-12*
                                                                                                                                                                                        • Premium claim leads product launches
                                                                                                                                                                                          • Figure 62: White spirits and RTD launches, by top 10 claims, 2007-12*
                                                                                                                                                                                        • Limited edition
                                                                                                                                                                                          • Flavor innovation
                                                                                                                                                                                            • Healthy drinker
                                                                                                                                                                                              • Stretching boundaries
                                                                                                                                                                                                • Other ways brands are standing out
                                                                                                                                                                                                  • Overproof
                                                                                                                                                                                                    • Organic
                                                                                                                                                                                                      • Artisanal
                                                                                                                                                                                                      • Marketing Strategies

                                                                                                                                                                                                        • Overview of brand landscape
                                                                                                                                                                                                          • Brand analysis: Smirnoff
                                                                                                                                                                                                            • Figure 63: Brand analysis of Smirnoff, 2012
                                                                                                                                                                                                          • Online initiatives
                                                                                                                                                                                                            • TV presence
                                                                                                                                                                                                              • Figure 64: Smirnoff TV ad, “Vodka & Dairy,” 2012
                                                                                                                                                                                                              • Figure 65: Smirnoff TV ad, “Human Cooler,” 2012
                                                                                                                                                                                                            • Print and other
                                                                                                                                                                                                              • Brand analysis: Bacardi
                                                                                                                                                                                                                • Figure 66: Brand analysis of Bacardi, 2012
                                                                                                                                                                                                              • Online initiatives
                                                                                                                                                                                                                • TV presence
                                                                                                                                                                                                                  • Figure 67: Bacardi TV ad, “1957,” 2012
                                                                                                                                                                                                                • Print and other
                                                                                                                                                                                                                  • Brand analysis: Patrón
                                                                                                                                                                                                                    • Figure 68: Brand analysis of Patrón, 2012
                                                                                                                                                                                                                  • Online initiatives
                                                                                                                                                                                                                    • TV presence
                                                                                                                                                                                                                      • Figure 69: Patrón TV ad, “Holiday Gift Guide,” 2012
                                                                                                                                                                                                                    • Print and other
                                                                                                                                                                                                                      • Brand analysis: Mike’s Hard Lemonade
                                                                                                                                                                                                                        • Figure 70: Brand analysis of Mike’s Hard Lemonade, 2012
                                                                                                                                                                                                                      • Online initiatives
                                                                                                                                                                                                                        • TV presence
                                                                                                                                                                                                                          • Figure 71: Mike’s Hard Lemonade TV ad, “Pirate’s Eye,” 2012
                                                                                                                                                                                                                          • Figure 72: Mike’s Hard Lemonade TV ad, “Change Up,” 2012
                                                                                                                                                                                                                      • Types of White Spirits and RTDs Consumed

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • RTDs have stronger appeal among women
                                                                                                                                                                                                                              • Figure 73: Type of white spirits and RTD beverages consumed in the past six months, by type, by gender, July 2012
                                                                                                                                                                                                                            • Category participation decreases with age
                                                                                                                                                                                                                              • Figure 74: Type of white spirits and RTD beverages consumed in the past six months, by type, by age, July 2012
                                                                                                                                                                                                                            • Respondents from HHs earning $50K+ are the most likely users
                                                                                                                                                                                                                              • Figure 75: Type of white spirits and RTD beverages consumed in the past six months, by type, by household income, July 2012
                                                                                                                                                                                                                          • How White Spirits are Consumed

                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                              • Tequila most likely to be consumed straight, others with mixers
                                                                                                                                                                                                                                  • Figure 76: How white spirits are consumed, July 2012
                                                                                                                                                                                                                                • Spirits education may be in order
                                                                                                                                                                                                                                  • Figure 77: How white spirits are consumed (Nets), by price level of white spirits consumed, July 2012
                                                                                                                                                                                                                                • Cocktail promotion may resonate with women
                                                                                                                                                                                                                                  • Figure 78: How white spirits are consumed, by gender, July 2012
                                                                                                                                                                                                                                • Young drinkers can be lured with mixers, open to drinking straight
                                                                                                                                                                                                                                  • Figure 79: How white spirits are consumed, by age, July 2012
                                                                                                                                                                                                                              • Reasons for Drinking White Spirits and RTDs

                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                  • Socializing, relaxing, and taste lead reasons for drinking
                                                                                                                                                                                                                                    • Figure 80: Reason for drinking white spirits and RTDs, by gender, July 2012
                                                                                                                                                                                                                                  • Young Millennials drink to socialize and celebrate
                                                                                                                                                                                                                                    • Figure 81: Reason for drinking white spirits and RTDs, by age, July 2012
                                                                                                                                                                                                                                  • Super-premium products fit a variety of occasions
                                                                                                                                                                                                                                    • Figure 82: Reason for drinking white spirits and RTDs, by price level of white spirits consumed, July 2012
                                                                                                                                                                                                                                • Price Level of White Spirits Consumed

                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                    • Consumers appear willing to spend on white spirits
                                                                                                                                                                                                                                      • Figure 83: Price level of white spirits consumed, by type, July 2012
                                                                                                                                                                                                                                    • Men are more likely the spend on higher-priced products
                                                                                                                                                                                                                                      • Figure 84: Price level of white spirits consumed, by gender, July 2012
                                                                                                                                                                                                                                    • Young drinkers attracted to lower-priced products
                                                                                                                                                                                                                                      • Figure 85: Price level of white spirits consumed, by age, July 2012
                                                                                                                                                                                                                                    • White spirits spend increases with household income
                                                                                                                                                                                                                                      • Figure 86: Price level of white spirits consumed, by household income, July 2012
                                                                                                                                                                                                                                  • Important Attributes When Selecting White Spirits and RTDs

                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                      • Consumers seek a low-risk point of entry
                                                                                                                                                                                                                                        • Figure 87: Important attributes when selecting white spirits/RTDs, by gender, July 2012
                                                                                                                                                                                                                                      • New flavors/bottles resonate with young consumers
                                                                                                                                                                                                                                        • Figure 88: Important attributes when selecting white spirits/RTDs, by age, July 2012
                                                                                                                                                                                                                                      • Higher-income HHs value professional recommendations
                                                                                                                                                                                                                                        • Figure 89: Important attributes when selecting white spirits/RTDs, by household income, July 2012
                                                                                                                                                                                                                                      • RTD drinkers seek innovation, recommendations
                                                                                                                                                                                                                                        • Figure 90: Important attributes when selecting white spirits/RTDs, by type of white spirits and RTD beverages consumed in the past six months, July 2012
                                                                                                                                                                                                                                    • Attitudes and Behavior Toward RTDs

                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                        • Desire for control and freshness challenge RTDs
                                                                                                                                                                                                                                          • Figure 91: RTD attitudes and behaviors, by gender, July 2012
                                                                                                                                                                                                                                        • Younger drinkers favor the guidance
                                                                                                                                                                                                                                          • Figure 92: RTD attitudes and behaviors, by age, July 2012
                                                                                                                                                                                                                                        • Respondents from higher-income HHs pickier about RTDs
                                                                                                                                                                                                                                          • Figure 93: RTD attitudes and behaviors, by household income, July 2012
                                                                                                                                                                                                                                      • Impact of Race and Hispanic Origin

                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                          • Hispanics are a strong target for category consumption
                                                                                                                                                                                                                                            • Figure 94: Type of white spirits and RTD beverages consumed in the past six months, by type, by race/Hispanic origin, July 2012
                                                                                                                                                                                                                                          • Hispanic outreach efforts should include the promotion of mixability
                                                                                                                                                                                                                                            • Figure 95: How white spirits are consumed, by race/Hispanic origin, July 2012
                                                                                                                                                                                                                                          • Hispanic consumers favor quality beverages
                                                                                                                                                                                                                                            • Figure 96: Price level of white spirits consumed, by race/Hispanic origin, July 2012
                                                                                                                                                                                                                                          • Promotion of parties
                                                                                                                                                                                                                                            • Figure 97: White spirits/RTD consumption by occasion and location, by race/Hispanic origin, July 2012
                                                                                                                                                                                                                                          • Familiarity and price promotion resonate with Hispanic consumers
                                                                                                                                                                                                                                            • Figure 98: Important attributes when selecting white spirits/RTDs, by race/Hispanic origin, July 2012
                                                                                                                                                                                                                                        • Cluster Analysis

                                                                                                                                                                                                                                            • Cluster 1: Show Some Spirit
                                                                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                                                    • Cluster 2: In Good Spirits
                                                                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                                                                            • Cluster 3: Unspirited
                                                                                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                                                                    • Cluster characteristic tables
                                                                                                                                                                                                                                                                      • Figure 99: Target clusters, July 2012
                                                                                                                                                                                                                                                                      • Figure 100: Type of white spirits and RTD beverages consumed in the past six months, by type, by target clusters, July 2012
                                                                                                                                                                                                                                                                      • Figure 101: How white spirits are consumed, by target clusters, July 2012
                                                                                                                                                                                                                                                                      • Figure 102: Reason for drinking white spirits and RTDs, by target clusters, July 2012
                                                                                                                                                                                                                                                                      • Figure 103: Price level of white spirits consumed, by target clusters, July 2012
                                                                                                                                                                                                                                                                      • Figure 104: White spirits/RTD consumption by occasion and location, by target clusters, July 2012
                                                                                                                                                                                                                                                                      • Figure 105: Important attributes when selecting white spirits/RTDs, by target clusters, July 2012
                                                                                                                                                                                                                                                                      • Figure 106: White spirits attitudes and behaviors, by target clusters, July 2012
                                                                                                                                                                                                                                                                      • Figure 107: RTD attitudes and behaviors, by target clusters, July 2012
                                                                                                                                                                                                                                                                    • Cluster demographic tables
                                                                                                                                                                                                                                                                      • Figure 108: Target clusters, by demographic, July 2012
                                                                                                                                                                                                                                                                    • Cluster methodology
                                                                                                                                                                                                                                                                    • Appendix—Other Useful Tables

                                                                                                                                                                                                                                                                      • Type of white spirits and RTD beverages consumed
                                                                                                                                                                                                                                                                        • Figure 109: Type of white spirits and RTD beverages consumed in the past six months, by type, July 2012
                                                                                                                                                                                                                                                                        • Figure 110: Type of white spirits and RTD beverages consumed in the past six months, by type, by gender and age, July 2012
                                                                                                                                                                                                                                                                        • Figure 111: Type of white spirits and RTD beverages consumed in the past six months, by type, by marital/relationship status, July 2012
                                                                                                                                                                                                                                                                      • How white spirits are consumed
                                                                                                                                                                                                                                                                        • Figure 112: How white spirits are consumed, by household income, July 2012
                                                                                                                                                                                                                                                                      • Reason for drinking white spirits and RTDs
                                                                                                                                                                                                                                                                        • Figure 113: Reason for drinking white spirits and RTDs, by household income, July 2012
                                                                                                                                                                                                                                                                        • Figure 114: Reason for drinking white spirits and RTDs, by type of white spirits and RTD beverages consumed in the past six months, by white spirits, July 2012
                                                                                                                                                                                                                                                                      • Important attributes when selecting white spirits/RTDs
                                                                                                                                                                                                                                                                        • Figure 115: Important attributes when selecting white spirits/RTDs, July 2012
                                                                                                                                                                                                                                                                      • Attitudes and behaviors toward white spirits
                                                                                                                                                                                                                                                                        • Figure 116: White spirits attitudes and behaviors, by gender, July 2012
                                                                                                                                                                                                                                                                        • Figure 117: White spirits attitudes and behaviors, by age, July 2012
                                                                                                                                                                                                                                                                        • Figure 118: White spirits attitudes and behaviors, by household income, July 2012
                                                                                                                                                                                                                                                                    • Appendix – Social Media –White Spirits and RTDs

                                                                                                                                                                                                                                                                      • Brand usage and awareness
                                                                                                                                                                                                                                                                        • Figure 119: Usage and awareness of the Bacardi brand, November 2012
                                                                                                                                                                                                                                                                        • Figure 120: Usage and awareness of the Grey Goose brand, November 2012
                                                                                                                                                                                                                                                                        • Figure 121: Usage and awareness of the Smirnoff brand, November 2012
                                                                                                                                                                                                                                                                        • Figure 122: Usage and awareness of the Absolut brand, November 2012
                                                                                                                                                                                                                                                                        • Figure 123: Usage and awareness of the Patrón brand, November 2012
                                                                                                                                                                                                                                                                        • Figure 124: Usage and awareness of the Bombay Sapphire brand, November 2012
                                                                                                                                                                                                                                                                        • Figure 125: Usage and awareness of the Daily’s Cocktails brand, November 2012
                                                                                                                                                                                                                                                                      • Brand satisfaction
                                                                                                                                                                                                                                                                        • Figure 126: Satisfaction with the Bacardi brand, November 2012
                                                                                                                                                                                                                                                                        • Figure 127: Satisfaction with the Grey Goose brand, November 2012
                                                                                                                                                                                                                                                                        • Figure 128: Satisfaction with the Smirnoff brand, November 2012
                                                                                                                                                                                                                                                                        • Figure 129: Satisfaction with the Absolut brand, November 2012
                                                                                                                                                                                                                                                                        • Figure 130: Satisfaction with the Patrón brand, November 2012
                                                                                                                                                                                                                                                                        • Figure 131: Satisfaction with the Bombay Sapphire brand, November 2012
                                                                                                                                                                                                                                                                      • Interaction with brands
                                                                                                                                                                                                                                                                        • Figure 132: Interaction with the Bacardi brand, November 2012
                                                                                                                                                                                                                                                                        • Figure 133: Interaction with the Grey Goose brand, November 2012
                                                                                                                                                                                                                                                                        • Figure 134: Interaction with the Smirnoff brand, November 2012
                                                                                                                                                                                                                                                                        • Figure 135: Interaction with the Absolut brand, November 2012
                                                                                                                                                                                                                                                                        • Figure 136: Interaction with the Patrón brand, November 2012
                                                                                                                                                                                                                                                                      • Motivations for interacting with brands
                                                                                                                                                                                                                                                                        • Figure 137: Reason for interaction with the Bacardi brand, November 2012
                                                                                                                                                                                                                                                                        • Figure 138: Reason for interaction with the Grey Goose brand, November 2012
                                                                                                                                                                                                                                                                        • Figure 139: Reason for interaction with the Smirnoff brand, November 2012
                                                                                                                                                                                                                                                                        • Figure 140: Reason for interaction with the Absolut brand, November 2012
                                                                                                                                                                                                                                                                      • Online conversations
                                                                                                                                                                                                                                                                        • Figure 141: Percentage of consumer conversation, by white spirits brand, July 19-September 19, 2012
                                                                                                                                                                                                                                                                        • Figure 142: Online mentions, by white spirits brand, by week, July 19-September 19, 2012
                                                                                                                                                                                                                                                                      • Where people are talking about white spirits brands
                                                                                                                                                                                                                                                                        • Figure 143: White spirits brand mentions by page type, July 19-September 19, 2012
                                                                                                                                                                                                                                                                      • What are people talking about?
                                                                                                                                                                                                                                                                        • Figure 144: Percentage of top flavors in beverages category
                                                                                                                                                                                                                                                                        • Figure 145: White spirits brand mentions by type of conversation, July 19-September 19, 2012
                                                                                                                                                                                                                                                                        • Figure 146: Major areas of discussion, by type of website, July 19-September 19, 2012
                                                                                                                                                                                                                                                                        • Figure 147: Major areas of discussion, by type of website, July 19-September 19, 2012
                                                                                                                                                                                                                                                                    • Appendix—Trade Associations

                                                                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                                                                      • Absolut Spirits Company (USA)
                                                                                                                                                                                                                                                                      • Anheuser Busch-InBev
                                                                                                                                                                                                                                                                      • Bacardi & Company Limited
                                                                                                                                                                                                                                                                      • Bacardi U.S.A. Inc.
                                                                                                                                                                                                                                                                      • Beam Global Spirits & Wine
                                                                                                                                                                                                                                                                      • Campari Group
                                                                                                                                                                                                                                                                      • Constellation Brands, Inc.
                                                                                                                                                                                                                                                                      • Cooley Distillery plc
                                                                                                                                                                                                                                                                      • Diageo Plc
                                                                                                                                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                                                                                                                                      • Heaven Hill Distilleries Inc.
                                                                                                                                                                                                                                                                      • McCormick Distilling Co. Inc.
                                                                                                                                                                                                                                                                      • Pernod Ricard USA
                                                                                                                                                                                                                                                                      • Proximo Spirits
                                                                                                                                                                                                                                                                      • Red Bull North America, Inc.
                                                                                                                                                                                                                                                                      • Sazerac Company, Inc
                                                                                                                                                                                                                                                                      • Twitter, Inc.
                                                                                                                                                                                                                                                                      • YouTube, Inc.

                                                                                                                                                                                                                                                                      White Spirits and RTDs - US - November 2012

                                                                                                                                                                                                                                                                      £3,174.67 (Excl.Tax)