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White Spirits - US - November 2013

“Vodka easily dominates the surveyed white spirit and RTD segments, both in volume sales and reported consumption. However, consumers are no longer loyal to one alcoholic beverage or another. Emphasis on craftsmanship, quality, and almost limitless flavor innovation should be leveraged by rum, tequila, gin, and RTD segments to bring in new drinkers both on- and off-premise.”

– Jennifer Zegler, Beverage Analyst

This report looks at the following areas:

  • What can inspire more frequent consumption of white spirits and RTDs?
  • How can RTDs rebound from slumping sales?
  • What’s holding gin back from joining alcohol’s rising tide?

Sales of white spirits continue to out-sell competitive dark spirits, but do not yet measure up to the dominant alcoholic beverage categories of beer and wine. However, consumers’ desires to drink a variety of alcohol across occasions and locations has helped white spirits grow annually since 2009 with such growth projected to continue through 2018. This growth is partially attributable to new product development. Indeed, many vodka, rum, tequila, and gin brands have been experimenting with flavors, ingredients, and aging processes in the hopes of gaining new drinkers.

In contrast, the ready-to-drink (RTD) segment, including flavored malt beverages, wine coolers, and ready-to-drink cocktails, has suffered as consumers embrace variety. Indeed, the cocktail trend has led many consumers to prefer the real thing rather than a RTD version. Yet, the segment still connects on the positive attribute of convenience, which remains a driver across many CPG categories.

The opportunity exists for manufacturers to stop chasing individual brand loyalty, instead showcasing the benefits of trying a range of alcoholic beverages. Marketing can match a spirit to an occasion or showcase the breadth of options available to accompany a dinner party, sports game viewing, or night out on the town. By aligning with consumers’ current cross-category habits, manufacturers with large portfolios could benefit overall rather than chasing success in specific brands.

For the purposes of this report, Mintel will cover the following segments:
Vodka
Rum, including dark, aged, and/or spiced rum
Gin
Tequila, including aged varieties
Ready-to-drink (RTD) pre-made alcoholic beverages, including wine coolers, flavored malt beverages, and ready-to-drink pre-mixed cocktails

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Table of contents

  1. Scope and Themes

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

                        • The market
                          • Figure 1: Total US sales and fan chart forecast of white spirits, at current prices, 2008-18
                        • Vodka dominates white spirits volume sales, rum and tequila catching up
                          • Figure 2: US volume sales of white spirits, by segment, 2013*
                        • Category innovation not keeping pace with competitive alcoholic beverages
                          • Figure 3: US alcoholic beverage launches, by white spirit and RTD subcategories, 2012-13*
                        • The consumer
                          • Young adults are most active across segments, vodka leads regardless of age
                            • Figure 4: Consumption of white spirits and RTDs, by generation, August 2013
                          • Trend toward cross-category consumption limits usage frequency
                            • Figure 5: Frequency of white spirit and/or RTD consumption, August 2013
                          • Brand is the strongest purchase influencer among white spirits segments
                            • Figure 6: Top three important attributes influencing spirits purchases, by segment, August 2013
                          • Flavor, price more likely to drive RTD purchase than brand
                            • Figure 7: Top five important attributes influencing RTD purchases, August 2013
                          • What we think
                          • Issues and Insights

                              • What can inspire more frequent consumption of white spirits and RTDs?
                                • Issues
                                  • Insights
                                    • How can RTDs rebound from slumping sales?
                                      • Issues
                                        • Insights
                                          • What’s holding gin back from joining alcohol’s rising tide?
                                            • Issues
                                              • Insights
                                              • Trend Applications

                                                  • Trend: Many Mes
                                                    • Trend: Objectify
                                                      • Mintel Futures: Old Gold
                                                      • Market Size and Forecast – White Spirits

                                                        • Key points
                                                          • White spirits bask in alcohol’s surge, only gin unable to capitalize on rise
                                                            • Figure 8: US volume sales of white spirits, 2008-13
                                                            • Figure 9: US volume sales of white spirits, by segment, 2008-13
                                                          • Market size in dollar sales
                                                            • Figure 10: Total US sales and forecast of white spirits, at current prices, 2008-18
                                                            • Figure 11: Total US sales and forecast of white spirits, at inflation-adjusted prices, 2008-18
                                                          • Fan chart forecast
                                                              • Figure 12: Total US sales and fan chart forecast of market, at current prices, 2008-18
                                                          • Market Drivers

                                                            • Key points
                                                              • Three in 10 adults of legal drinking age do not drink or use alcohol
                                                                • Figure 13: Consumption of alcohol, by gender and age, August 2013
                                                                • Figure 14: Consumption of alcohol, by race and Hispanic Origin, August 2013
                                                              • White spirits unused by just more than one quarter of alcohol users
                                                                • Figure 15: Consumption of white spirits, by gender and age, August 2013
                                                              • RTDs have highest rate of abstention with more than half of adults inactive
                                                                • Figure 16: Consumption of RTDs, by gender and age, August 2013
                                                              • White spirits, RTDs should find way to appeal to older adults
                                                                • Figure 17: US population aged 21 or older, by age, 2008-18
                                                              • Growth in Asian, Hispanic population could bring growth to spirits
                                                                • Figure 18: US population aged 21 or older, by race and Hispanic origin, 2008-18
                                                                • Figure 19: Consumption of white spirits, by race/Hispanic origin, August 2013
                                                                • Figure 20: Consumption of RTDs, by race/Hispanic origin, August 2013
                                                            • Competitive Context

                                                              • People are curious about alcohol, but some prefer beer, wine to spirits
                                                                • Figure 21: Reasons for not drinking spirits or RTDs, August 2013
                                                              • Cross-category consumption limits frequency within spirits, RTDs
                                                                • Figure 22: Frequency of consumption of spirits and RTDs, by category, August 2013
                                                            • Leading Companies

                                                              • Key points
                                                                • Dominant players continue to shape white spirits, RTD cocktail market
                                                                  • Figure 23: Leading white spirits and prepared cocktail companies, by volume, 2011-12
                                                                • Trendy tequila boosts Proximo Spirits performance
                                                                  • Value spirits increases volume sales for Sazerac, Heaven Hill
                                                                    • Wine companies enter spirits segment for stability, could shake up leaders
                                                                    • Brand Share – Vodka

                                                                      • Key points
                                                                        • Segment’s growth boosts many leading brands as line extensions dominate
                                                                          • Figure 24: Leading brands of vodka, by volume, 2011-12
                                                                        • Grey Goose, Ciroc appeal to young, Black vodka drinkers
                                                                          • Figure 25: Adult consumption of vodka, by brand, by gender and age, May 2012-June 2013
                                                                          • Figure 26: Adult consumption of vodka, by brand, by race/Hispanic origin, May 2012-June 2013
                                                                        • Annual additions of hundreds of vodka not slowing segment down
                                                                          • Figure 27: US vodka launches, 2008-13*
                                                                        • Pace of innovation places specific focus on vodka packaging designs
                                                                        • Brand Share – Rum

                                                                          • Key points
                                                                            • Complex flavors, new options reconfigure performance in rum segment
                                                                              • Figure 28: Leading brands of rum, by volume, 2011-12
                                                                            • Segment also rises from innovations, premium continues to influence
                                                                              • Figure 29: US rum launches, 2008-13*
                                                                            • After surging in vodka, sweet-inspired flavors come to rum
                                                                              • Flavored, aged rums connect with young, less affluent Hispanics
                                                                                • Figure 30: Adult consumption of rum, by brand, by Hispanic origin and age, May 2012-June 2013
                                                                                • Figure 31: Adult consumption of rum, by brand, by Hispanic origin and household income, May 2012-June 2013
                                                                            • Brand Share – Tequila

                                                                              • Key points
                                                                                • Diversification boosts segment volume sales at the sake of Jose Cuervo
                                                                                  • Figure 32: Leading brands of tequila, by volume, 2011-12
                                                                                • Tequila launches increase in recent years, 2013 on pace to hit high point
                                                                                  • Figure 33: US tequila launches, 2008-13*
                                                                                • Packaging designs help tequila brands stick out as variety increases
                                                                                  • Smaller varieties connect with Hispanics, others stick with traditional
                                                                                    • Figure 34: Adult consumption of tequila, by brands, by Hispanic origin and age, May 2012-June 2013
                                                                                • Brand Share – Gin

                                                                                  • Key points
                                                                                    • Flavored options, premium brands defy segment’s volume sales decline
                                                                                      • Figure 35: Leading brands of gin, by volume sales, 2011-12
                                                                                    • Segment caught between premium and value, an opportunity for mid-tier
                                                                                      • Figure 36: Adult consumption of gin, by brand, by household income, May 2012-June 2013
                                                                                    • Small batch a new focus for gin-makers, option for limited-edition offerings
                                                                                      • Figure 37: US gin launches, 2008-13*
                                                                                  • Market Size and Brand Share – RTDs

                                                                                    • Key points
                                                                                      • Market size
                                                                                        • Figure 38: US volume sales of RTDs, 2008-13
                                                                                        • Figure 39: US volume sales of RTD alcoholic beverages, by subsegment, 2008-13
                                                                                      • Some FMBs poised for premium, while others must stay affordable
                                                                                        • Figure 40: Consumption of flavored RTDs, by brand, by household income, May 2012-June 2013
                                                                                        • Figure 41: Adult consumption of coolers, by brand, by gender and household income, May 2012-June 2013
                                                                                      • Tropical cocktails, citrus flavors could retain Hispanics
                                                                                        • Figure 42: Adult consumption of flavored ready-to-drink, non-cooler alcoholic beverages, by brand, by Hispanic origin and age, May 2012-June 2013
                                                                                      • Cocktail culture sends RTD cocktail volume sales tumbling
                                                                                        • Figure 43: Leading brands of packaged RTD cocktails, by volume, 2011-12
                                                                                      • RTD Margaritas dominate pre-made segment, showcasing need to diversify
                                                                                        • Figure 44: Adult consumption of prepared cocktail mixes with liquor, by brand, by age, May 2012-June 2013
                                                                                      • Despite flavor frenzy, RTD launches on the decline
                                                                                        • Figure 45: US flavored alcoholic beverage launches, 2008-13*
                                                                                      • RTD innovations aim for higher-end drinkers, cocktail clutchers
                                                                                        • Moscato madness comes to RTD segment with sweet wine coolers
                                                                                        • Innovations and Innovators

                                                                                          • Category innovation not keeping pace with competitive alcohol segments
                                                                                            • Figure 46: US alcoholic beverage launches, by sub-category, 2012-13*
                                                                                          • Hybrid launches increase spirits’ appeal to cross-category drinkers
                                                                                            • Flavor innovations approach new territory with savory options
                                                                                              • International innovations provide importable inspiration
                                                                                                • Flavors
                                                                                                  • Packaging
                                                                                                  • Marketing Strategies

                                                                                                      • Figure 47: Measured ad spending by distilled spirits category, 2011-12
                                                                                                      • Figure 48: Measured media spending mix, by spirits category, 2012
                                                                                                    • On-premise offers fresh creations, intrigue to entice brand trial, connection
                                                                                                      • Theme: Inspiration
                                                                                                        • Jose Cuervo
                                                                                                          • Figure 49: Jose Cuervo “Have a Story” ad still, August 2013
                                                                                                        • Absolut
                                                                                                          • Figure 50: Absolut “Transform Today” ad still, September 2013
                                                                                                        • Theme: History
                                                                                                          • Captain Morgan
                                                                                                            • Figure 51: Captain Morgan “maidens” broadcast ad still, June 2013
                                                                                                          • Bacardi
                                                                                                            • Figure 52: Bacardi “Cuba Libre” broadcast ad still, May 2013
                                                                                                          • Theme: Quirky
                                                                                                            • Smirnoff Ice
                                                                                                              • Figure 53: Smirnoff Ice “Straight Primpin” broadcast ad still, July 2013
                                                                                                            • Mike’s Hard Lemonade
                                                                                                              • Figure 54: Mike’s Hard Lemonade “Hibachi” ad still, June 2013
                                                                                                              • Figure 55: Mike’s Hard Lemonade “Bowling” ad still, June 2013
                                                                                                          • Social Media

                                                                                                            • Key points
                                                                                                              • Social media metrics
                                                                                                                • Figure 56: Key social media metrics, October 2013
                                                                                                              • Market overview
                                                                                                                • Brand usage and awareness
                                                                                                                  • Figure 57: Brand usage and awareness for selected white spirits brands, August 2013
                                                                                                                • Interaction with white spirits brands
                                                                                                                  • Figure 58: Interaction with select white spirit brands, August 2013
                                                                                                                • Online conversations
                                                                                                                  • Figure 59: Online mentions around select white spirit brands, by day, April 1-Sept. 30, 2013
                                                                                                                • Where are people discussing white spirit brands?
                                                                                                                  • Figure 60: Online mentions around select white spirit brands, by page type, April 1-Sept. 30, 2013
                                                                                                                • What are people talking about?
                                                                                                                  • Figure 61: Topics of discussion among the selected white spirit brands, April 1-Sept. 30, 2013
                                                                                                                  • Figure 62: Topics of discussion among the selected white spirit brands, by day, April 1-Sept. 30, 2013
                                                                                                                  • Figure 63: Topics of discussion among the selected white spirit brands, by page type, April 1-Sept. 30, 2013
                                                                                                                • Analysis by brand
                                                                                                                  • Bacardi
                                                                                                                    • Figure 64: Social media metrics – Bacardi, October 2013
                                                                                                                  • Smirnoff
                                                                                                                    • Figure 65: Social media metrics – Smirnoff, October 2013
                                                                                                                  • Absolut
                                                                                                                    • Figure 66: Social media metrics – Absolut, October 2013
                                                                                                                  • Grey Goose
                                                                                                                    • Figure 67: Social media metrics – Grey Goose, Oct. 2013
                                                                                                                  • Jose Cuervo
                                                                                                                    • Figure 68: Social media metrics – Jose Cuervo, October 2013
                                                                                                                  • Tanqueray
                                                                                                                    • Figure 69: Social media metrics – Tanqueray, October 2013
                                                                                                                • The Consumer – Spirits Usage and Preferences

                                                                                                                  • Key points
                                                                                                                    • Vodka leads surveyed white spirits segments, gin most in need of a boost
                                                                                                                        • Figure 70: Consumption of white spirits, by age, August 2013
                                                                                                                      • Premium spirits can appeal to range of incomes, depending on segment
                                                                                                                          • Figure 71: Consumption of white spirits, by household income, August 2013
                                                                                                                        • Tequila has strong connection in West, remaining spirits split in regions
                                                                                                                          • Figure 72: Consumption of white spirits, by household income, August 2013
                                                                                                                        • Favorite brand drives all white spirits purchases, but rum most of all
                                                                                                                            • Figure 73: Important attributes influencing spirits purchases, August 2013
                                                                                                                          • Imports more interesting among white spirits drinkers than craft spirits
                                                                                                                              • Figure 74: Agreement with attitudes and behaviors toward spirits, by consumption of spirits and RTDs, August 2013
                                                                                                                          • The Consumer – Spirits Drinking Occasions

                                                                                                                            • Key points
                                                                                                                              • White spirits most likely to be consumed a few times a month
                                                                                                                                • Figure 75: Frequency of white spirits consumption, by gender and age, August 2013
                                                                                                                                • Figure 76: Frequency of white spirits consumption, by consumption of dark spirits and RTDs, August 2013
                                                                                                                              • Gin, vodka enjoy most frequent consumption among drinkers
                                                                                                                                • Figure 77: Frequency of white spirits consumption, by consumption of white spirits, August 2013
                                                                                                                              • Cater to older drinkers with promotion of weekday meal-time drinking
                                                                                                                                  • Figure 78: Locations, timing, and occasions of white spirits consumption, by gender and age, August 2013
                                                                                                                                • Blacks more likely to drink white spirits at home to unwind
                                                                                                                                  • Figure 79: Locations, timing, and occasions of white spirits consumption, by race/Hispanic origin, August 2013
                                                                                                                                • Tequila most popular on-premise, vodka and rum for weekend relaxation
                                                                                                                                    • Figure 80: Locations, timing, and occasions of dark spirits consumption, by consumption of white spirits, August 2013
                                                                                                                                • The Vodka Consumer

                                                                                                                                  • Key points
                                                                                                                                    • Half of young women like flavored vodka, men want to know how it’s made
                                                                                                                                        • Figure 81: Important attributes influencing vodka purchases, by gender and age, August 2013
                                                                                                                                      • On-premise push could benefit vodka, which is strongest spirit at home
                                                                                                                                        • Vodka most likely to be mixed, but young men open to vodka on its own
                                                                                                                                            • Figure 82: Vodka consumption by preferred drink type, by gender and age, August 2013
                                                                                                                                        • The Rum Consumer

                                                                                                                                          • Key points
                                                                                                                                            • Rum could benefit from differentiation, especially among young women
                                                                                                                                                • Figure 83: Important attributes influencing rum purchases, by gender and age, August 2013
                                                                                                                                              • Half of women who drink rum choose cocktails, men prefer mixed drinks
                                                                                                                                                  • Figure 84: Rum consumption by preferred drink type, by gender and age, August 2013
                                                                                                                                                • Light, spiced rum lead preferences, men more active in rum subsegments
                                                                                                                                                    • Figure 85: Consumption of rum by type, by gender, August 2013
                                                                                                                                                  • Youngest consumers of legal drinking age open to various rum types
                                                                                                                                                      • Figure 86: Consumption of rum by type, by age, August 2013
                                                                                                                                                    • Across household incomes, desire for flavor lifts spiced, dark rums
                                                                                                                                                      • Figure 87: Consumption of rum by type, by gender and household income, August 2013
                                                                                                                                                    • Dark spirits, RTD provide inspiration, new users for various rum types
                                                                                                                                                        • Figure 88: Consumption of rum by type, by consumption of spirits and RTDs, August 2013
                                                                                                                                                      • Dark rum buyers are more interested in process, premium than other types
                                                                                                                                                          • Figure 89: Important attributes influencing rum purchases, by consumption of rum by type, August 2013
                                                                                                                                                      • The Tequila Consumer

                                                                                                                                                        • Key points
                                                                                                                                                          • Tap into curiosity of young men to develop a relationship that can last
                                                                                                                                                              • Figure 90: Important attributes influencing tequila purchases, by gender and age, August 2013
                                                                                                                                                            • Anejo tequila takes bronze, as silver and gold appeal evenly to drinkers
                                                                                                                                                                • Figure 91: Consumption of tequila by type, August 2013
                                                                                                                                                              • Women an important market for expansion of gold tequila’s expansion
                                                                                                                                                                  • Figure 92: Consumption of tequila by type, by gender and age, August 2013
                                                                                                                                                                • Tequila drinkers more likely to drink RTDs, dark spirits than white spirits
                                                                                                                                                                    • Figure 93: Consumption of tequila by type, by consumption of spirits and RTDs, August 2013
                                                                                                                                                                  • Income likely plays a role between shooting and sipping tequila
                                                                                                                                                                      • Figure 94: Tequila consumption by preferred drink type, by household income, August 2013
                                                                                                                                                                      • Figure 95: Tequila consumption by preferred drink type, by gender and household income, August 2013
                                                                                                                                                                    • Tequila more likely than other white spirits to be used with cocktail mixes
                                                                                                                                                                      • Education could help tequila become a more acceptable at-home drink
                                                                                                                                                                      • The Gin Consumer

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Recommendations, ads most powerful in enticing younger drinkers
                                                                                                                                                                            • Figure 96: Important attributes influencing gin purchases, by age, August 2013
                                                                                                                                                                            • Figure 97: Important attributes influencing gin purchases, by gender, August 2013
                                                                                                                                                                          • Emphasize gin’s versatility in occasions to court new drinkers
                                                                                                                                                                            • Gin most consumed with a mixer, opportunity exists to promote premium
                                                                                                                                                                              • Figure 98: Gin consumption by preferred drink type, by gender, August 2013
                                                                                                                                                                              • Figure 99: Gin consumption by preferred drink type, by household income, August 2013
                                                                                                                                                                          • The RTD Consumer – Usage

                                                                                                                                                                            • Key points
                                                                                                                                                                              • RTDs have strongest connection among youngest legal drink age adults
                                                                                                                                                                                  • Figure 100: Consumption of RTDs, by age, August 2013
                                                                                                                                                                                • Marketing should target time-pressed parents who want to unwind
                                                                                                                                                                                  • Figure 101: Consumption of RTDs, by presence of children in household, August 2013
                                                                                                                                                                                • Cross-category consumption should serve as inspiration for new RTDs
                                                                                                                                                                                    • Figure 102: Consumption of RTDs by consumption of white spirits, August 2013
                                                                                                                                                                                  • Hispanics more interested in reduced-calorie RTDs than non-Hispanics
                                                                                                                                                                                    • Figure 103: Adult consumption of coolers, by type, by Hispanic origin and age, May 2012-June 2013
                                                                                                                                                                                  • Margarita, strawberry daiquiri lead preferred cooler and FMB flavors
                                                                                                                                                                                    • Figure 104: Adult consumption of coolers, by flavor, May 2012-June 2013
                                                                                                                                                                                • The RTD Consumer – Preferences and Occasions

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Young adults motivated by flavor, recommendations to choose RTDs
                                                                                                                                                                                        • Figure 105: Important attributes influencing RTD purchases, by gender and age, August 2013
                                                                                                                                                                                      • All-encompassing other race drinkers a major opportunity for RTDs
                                                                                                                                                                                        • Figure 106: Important attributes influencing RTD purchases, by race, August 2013
                                                                                                                                                                                        • Figure 107: Attitudes toward RTD alcoholic beverages, by race/Hispanic origin, August 2013
                                                                                                                                                                                      • Men more likely than women to drink RTDs a few times a month or weekly
                                                                                                                                                                                          • Figure 108: Frequency of RTD consumption, by gender and age, August 2013
                                                                                                                                                                                        • On-premise venues should be a point of emphasis for expanding RTDs
                                                                                                                                                                                            • Figure 109: Locations, timing, and occasions of RTD consumption, by gender and age, August 2013
                                                                                                                                                                                            • Figure 110: Locations, timing, and occasions of RTD consumption, by Hispanic origin, August 2013
                                                                                                                                                                                          • Women see RTDs as convenient, but would like more innovation
                                                                                                                                                                                              • Figure 111: Attitudes toward RTD alcoholic beverages, by gender, August 2013
                                                                                                                                                                                          • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                            • Market drivers
                                                                                                                                                                                              • Figure 112: Alcohol consumption, by generation, August 2013
                                                                                                                                                                                            • The consumer – Spirits preferences and attitudes
                                                                                                                                                                                              • Figure 113: Consumption of white spirits, by generations, August 2013
                                                                                                                                                                                              • Figure 114: Consumption of white spirits, by consumption of spirits and RTDs, August 2013
                                                                                                                                                                                            • The Consumer – Spirits Drinking Occasions
                                                                                                                                                                                              • Figure 115: Locations, timing, and occasions of white spirits consumption, by gender and household income, August 2013
                                                                                                                                                                                            • The Vodka consumer
                                                                                                                                                                                              • Figure 116: Important attributes influencing vodka purchases, by gender and household income, August 2013
                                                                                                                                                                                              • Figure 117: Vodka consumption by preferred drink type, by gender, August 2013
                                                                                                                                                                                            • The Rum consumer
                                                                                                                                                                                              • Figure 118: Important attributes influencing rum purchases, by gender and household income, August 2013
                                                                                                                                                                                              • Figure 119: Consumption of rum by type by consumption of rum by type, August 2013
                                                                                                                                                                                              • Figure 120: Rum consumption by preferred drink type, by gender, August 2013
                                                                                                                                                                                              • Figure 121: Rum consumption by preferred drink type, by gender and household income, August 2013
                                                                                                                                                                                            • The Tequila consumer
                                                                                                                                                                                              • Figure 122: Important attributes influencing tequila purchases, by gender, August 2013
                                                                                                                                                                                              • Figure 123: Important attributes influencing tequila purchases, by gender and household income, August 2013
                                                                                                                                                                                              • Figure 124: Consumption of tequila by type, by consumption of tequila by type, August 2013
                                                                                                                                                                                              • Figure 125: Tequila consumption by preferred drink type, by gender, August 2013
                                                                                                                                                                                              • Figure 126: Tequila consumption by preferred drink type, by gender and age, August 2013
                                                                                                                                                                                            • The Gin consumer
                                                                                                                                                                                              • Figure 127: Gin consumption by preferred drink type, by age, August 2013
                                                                                                                                                                                            • The RTD consumer – Usage
                                                                                                                                                                                              • Figure 128: Consumption of RTDs, by generations, August 2013
                                                                                                                                                                                              • Figure 129: Consumption of RTDs, by household income, August 2013
                                                                                                                                                                                              • Figure 130: Consumption of RTDs, by consumption of spirits and RTDs, August 2013
                                                                                                                                                                                            • The RTD consumer – Preferences and occasions
                                                                                                                                                                                              • Figure 131: Frequency of RTD consumption, by gender and household income, August 2013
                                                                                                                                                                                              • Figure 132: Frequency of RTD consumption by consumption of spirits, August 2013
                                                                                                                                                                                              • Figure 133: Locations, timing, and occasions of RTD consumption, by gender and household income, August 2013
                                                                                                                                                                                              • Figure 134: Locations, timing, and occasions of RTD consumption, by consumption of spirits and RTDs, August 2013
                                                                                                                                                                                              • Figure 135: Attitudes toward RTD alcoholic beverages, by gender and household income, August 2013
                                                                                                                                                                                              • Figure 136: Attitudes toward RTD alcoholic beverages, by consumption of RTDs, August 2013
                                                                                                                                                                                          • Appendix – Social Media

                                                                                                                                                                                            • Brand usage or awareness
                                                                                                                                                                                              • Figure 137: Brand usage or awareness, August 2013
                                                                                                                                                                                              • Figure 138: Absolut usage or awareness, by demographics, August 2013
                                                                                                                                                                                              • Figure 139: Bacardi usage or awareness, by demographics, August 2013
                                                                                                                                                                                              • Figure 140: Grey goose usage or awareness, by demographics, August 2013
                                                                                                                                                                                              • Figure 141: Smirnoff usage or awareness, by demographics, August 2013
                                                                                                                                                                                              • Figure 142: Tanqueray usage or awareness, by demographics, August 2013
                                                                                                                                                                                              • Figure 143: Jose Cuervo usage or awareness, by demographics, August 2013
                                                                                                                                                                                            • Activities done
                                                                                                                                                                                              • Figure 144: Activities done, August 2013
                                                                                                                                                                                              • Figure 145: Absolut – Activities done, by demographics, August 2013
                                                                                                                                                                                              • Figure 146: Bacardi – Activities done, by demographics, August 2013
                                                                                                                                                                                              • Figure 147: Grey goose – Activities done, by demographics, August 2013
                                                                                                                                                                                              • Figure 148: Smirnoff – Activities done, by demographics, August 2013
                                                                                                                                                                                              • Figure 149: Tanqueray – Activities done, by demographics, August 2013
                                                                                                                                                                                              • Figure 150: Jose cuervo – Activities done, by demographics, August 2013
                                                                                                                                                                                            • Online conversations
                                                                                                                                                                                              • Figure 151: Online mentions around select white spirit brands, by day, April 1-Sept. 30, 2013
                                                                                                                                                                                              • Figure 152: Online mentions around select white spirit brands, by page type, April 1-Sept. 30, 2013
                                                                                                                                                                                              • Figure 153: Topics of discussion among the selected white spirit brands, April 1-Sept. 30, 2013
                                                                                                                                                                                              • Figure 154: Topics of discussion among the selected white spirit brands, by day, April 1-Sept. 30, 2013
                                                                                                                                                                                              • Figure 155: Topics of discussion among the selected white spirit brands, by page type, April 1-Sept. 30, 2013
                                                                                                                                                                                          • Appendix – Trade Associations

                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                            To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                            White Spirits - US - November 2013

                                                                                                                                                                                            US $3,995.00 (Excl.Tax)