White Spirits - US - November 2014
“With flavored vodkas reaching a virtual saturation point, the time could be right for the addition of unique flavors into other white spirits. Consumer research shows interest in flavored versions of rums and tequilas, and manufacturers could capitalize on that interest, while also maximizing awareness and usage of existing flavored vodkas in the marketplace.”
– William Roberts, Jr., Senior Food and Drink Analyst
This report covers the following issues:
- Flavor innovation could benefit white spirits segments outside of vodka
- Brands have the opportunity to build a strong rapport with Millennial consumers
- The versatility of vodka could lend the beverage opportunities for new occasions
White spirits continue to maintain a steady rate of growth, but its pace overall has slowed with the drop in growth rates within the vodka segment. Flavored vodkas served to draw consumer attention to the category, but with a slowdown in the rate of introductions of flavored vodkas has come a slowdown in the category as a whole.
Manufacturers will have to capitalize on consumer interest in the strengths of white spirits, particularly in the area of crafting cocktails and mixed drinks, as well as from increased awareness of cocktails in general stemming from their appearances in high-profile television shows.
This report includes white spirits sold for home preparation and/or consumption. The following types of white spirits are analyzed:
- Rum, including dark, aged, and/or spiced rum
This report excludes the following categories, which are covered in Mintel’s Dark Spirits -- US, October 2014:
- Whiskey/whisky, which includes the following subsegments:
- Canadian whisky
- Straight American whiskey, including bourbon and unaged white whiskey (also known as moonshine; the report covers legally sold, unaged white whiskey marketed as moonshine, not the illegally made varieties often associated with the term in various regions of the US).
- Scotch whisky
- Blended American whiskey
- Irish whiskey
- Brandy and cognac, as well as Armagnac
RTD (ready-to-drink) premade alcoholic beverages, including wine coolers, flavored malt beverages, and RTD premixed cocktails, are overed in the Mintel report Alcoholic Beverage RTDs -- US, December 2014.
Beer, including domestic, imported, and craft or microbrew beer, also is excluded from this report and is covered in Mintel’s Beer -- US, January 2015.
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