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White Spirits - US - October 2015

"Growth has been small but consistent year-over-year from 2011 to estimated 2015, with low, single-digit growth. Overall sales are expected to continue upward at a similar pace, as dark spirits trend and vodka, the largest spirits segment, continues to post small but positive gains."

This report looks at the following issues:

  • Slow white spirits growth continues
  • Dark spirits seen as superior to white spirits
  • Millennials heaviest on-premise spirits consumer

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Slow white spirits growth continues
            • Figure 1: US volume sales of white spirits, 2010-20
          • Dark spirits seen as superior to white spirits
            • Figure 2: Spirits preference, by generation, June 2015
          • Millennials heaviest on-premise spirits consumer
            • Figure 3: Drinking locations – Liquor, by gender, April 2014 to June 2015
          • The opportunities
            • Preference for super premium
              • Figure 4: Price, by demographics, June 2015
              • Figure 5: Price, by demographics, June 2015
            • Flavor innovation has potential to create complexity, sophistication
              • Figure 6: Attitudes and behaviors – Any agree, by demographics, June 2015
            • Interest in health, ingredients driving natural/organic, labeling preferences
              • Figure 7: Attitudes – Any agree, by demographics, June 2015
            • What it means
            • The Market – What You Need to Know

              • Distilled spirits slow growth continues
                • Vodka growth remains small but positive, tequila sees strongest growth
                  • Taste, sophistication driving competition with dark spirits
                    • Consumers drink most spirits off-premise
                    • Market Size and Forecast

                      • Distilled spirits grows, albeit slowly
                        • Figure 8: Total US sales and fan chart forecast of distilled spirits*, at current prices, 2010-20
                        • Figure 9: Total US retail sales and forecast of distilled spirits*, at current prices, 2010-20
                        • Figure 10: Total US retail sales and forecast of distilled spirits*, at inflation-adjusted prices, 2010-20
                    • Market Breakdown

                      • White spirits volume sales remain stagnant
                        • Figure 11: US volume sales of white spirits, 2010-20
                      • Vodka remains largest segment, tequila forecast to catch up to rum
                        • Figure 12: US volume sales of white spirits, 2010-20
                      • Tequila forecast to experience greatest growth through 2020
                        • Figure 13: US volume sales of white spirits, 2010-20
                    • Market Perspective

                      • Taste, sophistication driving dark spirits consumption
                          • Figure 14: Spirits preference, by generation, June 2015
                        • On-premise volume sales cannot compete with off-premise sales
                          • Figure 15: US volume sales of dark and white distilled spirits, by channel, 2010-15
                          • Figure 16: Drinking locations – Liquor, by gender, April 2014 to June 2015
                      • Market Factors

                        • Millennials driving spirits preferences
                          • Figure 17: Population, by generation, 2010-20
                        • Millennials becoming parents
                          • Figure 18: Households with own children, by age of householder, 2013
                        • Hispanic population experiencing growth
                          • Figure 19: Population by race and Hispanic origin, 2010-20
                          • Figure 20: Households with own children, by race and Hispanic origin of householder, 2013
                      • Key Players – What You Need to Know

                        • Super-premium spirits fueling growth
                          • Innovation driven by quality ingredients, flavors, production methods
                          • Leading Companies – Vodka

                            • Tito’s, New Amsterdam see greatest vodka growth in 2014
                              • Trended brand consumption, by vodka
                                • Figure 21: Vodka consumption, by brands, trended 2011-15
                                • Figure 22: Mean vodka consumption – Number of drinks consumed in the last 30 days, by brands, trended 2011-15
                            • Leading Companies – Rum

                              • Leading rum companies struggle, super-premium rums see success
                                • Trended brand consumption, by rum
                                  • Figure 23: Rum consumption, by brands, trended 2011-15
                                  • Figure 24: Mean rum consumption – Number of drinks consumed in the last 30 days, by brands, trended 2011-15
                              • Leading Companies – Tequila

                                • Tequila companies seeing success
                                  • Trended brand consumption, by tequila
                                    • Figure 25: Tequila consumption, by brands, trended 2011-15
                                    • Figure 26: Mean tequila consumption – Number of drinks consumed in the last 30 days, by brands, trended 2011-15
                                • Leading Companies – Gin

                                  • Super-premium gin companies see growth, value gins struggle
                                    • Trended brand consumption, by gin
                                      • Figure 27: Gin consumption, by brands, trended 2011-15
                                      • Figure 28: Mean gin consumption – Number of drinks consumed in the last 30 days, by brands, trended 2011-15
                                  • What’s Next?

                                    • Barrel-aged and blended vodkas
                                      • Organic/natural offerings
                                        • Handcrafted
                                          • Sophisticated flavor innovation
                                          • The Consumer – What You Need to Know

                                            • The vodka drinker
                                              • The white/light rum drinker
                                                • The tequila drinker
                                                  • The gin drinker
                                                  • Terminology

                                                      • Terminology
                                                        • Segment groups
                                                          • Consumption frequency
                                                          • Core Consumers

                                                            • Men as white spirits consumers
                                                                • Figure 29: White spirits consumption, by gender, June 2015
                                                              • The Millennial white spirits consumer
                                                                  • Figure 30: White spirits consumption, by generation, June 2015
                                                                • Parents as white spirits consumers
                                                                  • Figure 31: White spirits consumption, by parental status, June 2015
                                                                • The Hispanic white spirits consumer
                                                                    • Figure 32: White spirits consumption, by race and Hispanic origin, June 2015
                                                                  • Acculturated Hispanics most likely drinking white spirits
                                                                      • Figure 33: White spirits consumption (vodka, rum, tequila, gin), by language spoken in household, April 2014 to June 2015
                                                                  • White Spirits Cross-consumption

                                                                    • Majority of white spirits consumers drink a variety of types
                                                                      • Figure 34: White spirits consumption – Any drinking, by white spirits consumption – Any drinking, June 2015
                                                                    • Vodka
                                                                      • Figure 35: White spirits consumption – Vodka, by white spirits consumption – Vodka, June 2015
                                                                    • White/light rum
                                                                      • Figure 36: White spirits consumption – White/Light rum, by white spirits consumption – White/Light rum, June 2015
                                                                    • Tequila
                                                                      • Figure 37: White spirits consumption – Tequila, by white spirits consumption – Tequila, June 2015
                                                                    • Gin
                                                                      • Figure 38: White spirits consumption – Gin, by white spirits consumption – Gin, June 2015
                                                                  • White Spirits versus Dark Spirits Preferences

                                                                    • White spirits drinkers prefer white spirits over dark
                                                                      • Figure 39: Spirits consumption, June 2015
                                                                    • Female white spirits drinkers should not be overlooked
                                                                      • Figure 40: Spirits consumption, by gender, June 2015
                                                                    • Dark spirits consumption impacts white spirits preferences
                                                                        • Figure 41: Spirits consumption, by gender, June 2015
                                                                    • The Vodka Drinker

                                                                      • Key analysis: Who is the vodka drinker?
                                                                        • Vodka consumption frequency
                                                                          • Figure 42: White spirits consumption – Vodka, June 2015
                                                                          • Figure 43: White spirits consumption – Vodka, by demographics, June 2015
                                                                        • Vodka with mixers most popular
                                                                          • Figure 44: Drink form – Any vodka, by demographics, June 2015
                                                                        • Frequent vodka drinkers buy premium
                                                                          • Figure 45: Price, by white spirits consumption – Any vodka, June 2015
                                                                      • The White/Light Rum Drinker

                                                                        • Key analysis: Who is the white/light rum drinker?
                                                                          • White/light rum consumption frequency
                                                                            • Figure 46: White spirits consumption – White/Light rum, June 2015
                                                                          • Core white/light rum consumer consumption frequency
                                                                            • Figure 47: White spirits consumption – White/Light rum, by demographics, June 2015
                                                                          • White/light rum with mixers is most popular
                                                                            • Figure 48: Drink form – Any white/light rum, by demographics, June 2015
                                                                          • Frequent white/light rum drinkers buy super-premium
                                                                            • Figure 49: Price, by white spirits consumption – Any white/light rum, June 2015
                                                                        • The Tequila Drinker

                                                                          • Key analysis: Who is the tequila drinker?
                                                                            • Tequila consumption frequency
                                                                              • Figure 50: White spirits consumption – Tequila, June 2015
                                                                            • Core tequila consumer consumption frequency
                                                                              • Figure 51: White spirits consumption – Tequila, by demographics, June 2015
                                                                            • Tequila neat/straight up most popular
                                                                              • Figure 52: Drink form – Any tequila, by demographics, June 2015
                                                                            • Frequent drinkers buy super-premium
                                                                              • Figure 53: Price, by white spirits consumption – Any tequila, June 2015
                                                                          • The Gin Drinker

                                                                            • Key analysis: Who is the gin drinker?
                                                                              • Terminology for this section
                                                                                • Gin consumption frequency
                                                                                  • Figure 54: White spirits consumption – Gin, June 2015
                                                                                • Core gin consumer consumption frequency
                                                                                  • Figure 55: White spirits consumption – Gin, by demographics, June 2015
                                                                                • Gin consumed in a wider variety of ways than other white spirits
                                                                                  • Figure 56: Drink form – Any gin, by demographics, June 2015
                                                                                • Frequent gin drinkers buy super-premium
                                                                                  • Figure 57: Price, by white spirits consumption – Any gin, June 2015
                                                                              • Price Preference

                                                                                • Overall white spirits consumers prefer mid-range pricing
                                                                                  • Figure 58: Price, by demographics, June 2015
                                                                                • Consumption frequency influences price preferences
                                                                                  • Figure 59: Price, by white spirits consumption, June 2015
                                                                              • Purchase Influencers

                                                                                • Core white spirits drinkers looking for promotions
                                                                                  • Figure 60: Promotions, by demographics, June 2015
                                                                                • Frequent drinkers influenced by price promotions, sampling
                                                                                  • Figure 61: Promotions, by white spirits consumption, June 2015
                                                                              • Purchase Location

                                                                                • Liquor stores lead white spirits purchase location
                                                                                  • Figure 62: Purchase location, by demographics, June 2015
                                                                                  • Figure 63: Purchase location, by white spirits consumption, June 2015
                                                                              • Preferred Attributes

                                                                                • Niche attributes create opportunities to establish authenticity
                                                                                  • Figure 64: Attributes, June 2015
                                                                              • Attitudes toward Flavor Innovation and Health

                                                                                • Core consumers want flavor innovation
                                                                                  • Figure 65: Attitudes and behaviors – Any agree, by demographics, June 2015
                                                                                  • Figure 66: Attitudes and behaviors – Any agree, by demographics, June 2015
                                                                                • Majority looking for BFY options
                                                                                  • Figure 67: Attitudes and behaviors – Any agree, by demographics, June 2015
                                                                                  • Figure 68: Attitudes toward white spirits – Any agree, by demographics, June 2015
                                                                              • Appendix – Data Sources and Abbreviations

                                                                                • Data sources
                                                                                  • Sales data
                                                                                    • Fan chart forecast
                                                                                      • Consumer survey data
                                                                                        • Abbreviations and terms
                                                                                          • Abbreviations
                                                                                            • Terms
                                                                                            • Appendix – The Market

                                                                                                • Figure 69: US volume sales of white spirits, 2010-20
                                                                                                • Figure 70: US volume sales and forecast of white spirits, by segment, 2010-20
                                                                                                • Figure 71: US volume sales of white spirits, by segment, 2013 and 2015
                                                                                                • Figure 72: US volume sales and forecast of vodka, 2010-20
                                                                                                • Figure 73: US volume sales and forecast of rum, 2010-20
                                                                                                • Figure 74: US volume sales and forecast of tequila, 2010-20
                                                                                                • Figure 75: US volume sales and forecast of gin, 2010-20
                                                                                                • Figure 76: US volume sales of dark and white distilled spirits, by channel, 2010-15
                                                                                            • Appendix – The Consumer

                                                                                                • Figure 77: Drinking locations – Liquor, by gender, April 2014 to June 2015
                                                                                                • Figure 78: Drinking locations – Liquor, by generation, April 2014 to June 2015
                                                                                                • Figure 79: Drinking locations – Liquor, by Hispanic origin, April 2014 to June 2015
                                                                                                • Figure 80: Drinking locations – Liquor, by parental status, April 2014 to June 2015

                                                                                            Companies Covered

                                                                                            • Walmart Stores (USA)

                                                                                            White Spirits - US - October 2015

                                                                                            £3,199.84 (Excl.Tax)