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

White Spirits - US - October 2016

"The white spirits category is poised for continued modest growth sustained by vodka and propelled by growing interest in the complexities of tequila. Opportunity to grow the category can be leveraged by cross category consumption."

- Mimi Bonnett, Director - Food and Drink, Foodservice

This report looks at the following areas:

  • Slow growth of white spirits continues
  • Dark spirits gain traction
  • Off-premise consumption tops on-premise
  • Millennials drive on-premise consumption
  • Tequila, vodka buoy other white spirits

This Report includes white spirits sold for home preparation and/or consumption. The following types of white spirits are analyzed:

  • Vodka
  • Rum
  • Tequila
  • Gin

What you get

What's included

Why buy from us?

Succeed

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

Instant Access

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

Opportunities

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

Trusted

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

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Slow growth of white spirits continues
            • Figure 1: US volume sales of white spirits, 2011-21
          • Dark spirits gain traction
            • Figure 2: US volume sales of dark spirits, 2012 – 2016
          • Off-premise consumption tops on-premise
            • Figure 3: US volume sales of dark and white distilled spirits, off premise vs. on premise, 2011-16
          • Millennials drive on-premise consumption
            • Figure 4: On-premise alcohol consumption frequency, at least weekly, by generation, February 2016
          • Tequila, vodka buoy other white spirits
            • Figure 5: US volume sales and forecast of white spirits, by segment, 2011-21
          • The opportunities
            • Leverage cross category consumption
              • Figure 6: White spirits consumption, by white spirits consumption, August 2016
            • On-premise shows potential
              • Figure 7: Total US sales and fan chart forecast of on-premise alcohol at current prices, 2010-20
              • Figure 8: Total US sales and forecast of on-premise alcohol, at current prices, 2010-20
            • Keep your eye on Millennials, but don’t forget others
              • Figure 9: Median household income, by age of householder, 2014
            • What it means
            • The Market - What you need to know

              • Distilled spirits aren’t still
                • Tequila is shaking up the category, vodka chills out
                  • Off-premise is the (not so) new nightclub
                    • Dark competition grows
                    • Market Size and Forecast

                      • Historic and projected sales performance
                        • Figure 10: Total US sales and fan chart forecast of distilled spirits, at current prices, 2011-21
                        • Figure 11: Total US sales and forecast of on and off-premise Distilled Spirits, at current prices, 2011-21
                        • Figure 12: Total US sales and forecast of on and off-premise distilled spirits, at inflation-adjusted prices, 2011-21
                    • Market Breakdown

                      • White spirits tread water
                        • Figure 13: US volume sales of white spirits, by segment, at current prices, 2016
                      • Tequila well poised for category growth
                        • Figure 14: US volume sales and forecast of white spirits, by segment, 2011-21
                        • Figure 15: US volume sales and forecast of white spirits, by segment, 2011-21
                      • Vodka continues it reign
                        • Rum brands slipping
                          • Gin continues to struggle
                          • Market Perspective

                            • Beer, wine consumption dominate the alcoholic beverage occasion
                              • Figure 16: Any alcohol consumption, October 2015
                            • Majority of white spirits drinkers also drink dark spirits
                              • Figure 17: Dark spirits consumption, by white spirits consumption, August 2016
                            • On-premise consumption has room to grow
                              • Figure 18: US volume sales of dark and white distilled spirits, off premise vs. on premise, 2011-16
                            • Location matters
                              • Figure 19: Consumption location of liquor, September 2016
                          • Market Factors

                            • Consumer confidence
                              • Figure 20: Consumer Sentiment Index, January 2007-May 2016
                            • Millennial, iGeneration populations have positive growth
                              • Figure 21: Population by generation, percentage change, 2011-21
                            • Hispanic, Asian populations expect to see growth
                              • Figure 22: Population by race and Hispanic origin, 2011-21
                          • Key Players – What You Need to Know

                            • Premium continues to drive innovation and the market
                              • White spirits get crafty
                              • Leading Companies and Brands

                                • Flavor stirs interest in vodka
                                  • Rum brands on the rocks
                                    • Tequila is for everyone
                                      • Value gins struggle
                                        • Figure 23: Top menued liquors at restaurants, Q4 2012-Q4 2015
                                    • What’s Working?

                                      • Innovation with real flavors, ingredients
                                        • Craft and small batch
                                          • Whimsical bottle design
                                            • Flavors and fun drive growth
                                              • Focus on legacy and heritage
                                                • Super premium offers bright spot in struggling segment
                                                • What’s Struggling?

                                                  • Big brands
                                                    • Gin
                                                      • Rum
                                                      • What’s Next?

                                                        • Cocktail kits
                                                          • Beverage blurring
                                                            • Mezcal
                                                            • The Consumer – What You Need to Know

                                                              • Vodkas versatility aids category leadership
                                                                • White spirits drinkers stock the bar
                                                                  • Tequila makes a run for rum
                                                                    • Consumers indulge in vodka weekly
                                                                      • Unflavored consumed more frequently than flavored
                                                                        • Millennials are core white spirits drinkers
                                                                        • White Spirits Cross-consumption

                                                                          • Tequilas, gins nearing vodka, white/light rum consumption levels
                                                                            • Figure 24: White spirits consumption - Any consumption, August 2016
                                                                          • Consumers drink multiple types of white spirits
                                                                            • Figure 25: White spirits consumption, by white spirits consumption, August 2016
                                                                          • Older Millennials consume most types of white spirits
                                                                            • Figure 26: White spirits repertoire, August 2016
                                                                        • Vodka Consumer

                                                                          • Unflavored vodka consumed more frequently than flavored
                                                                            • Figure 27: White spirits consumption - Vodka, August 2016
                                                                          • Men, Millennials, Hispanics over index for vodka consumption
                                                                              • Figure 28: Vodka consumption - Any consumption/at least monthly, by demographics – primary consumers, August 2016
                                                                            • Opportunity to increase relevancy among women, non-Millennial, Blacks, Asians
                                                                                • Figure 29: Vodka consumption - Any consumption, by demographics – secondary consumers, August 2016
                                                                              • Income drives greater consumption among younger adults
                                                                                • Figure 30: Vodka consumption - Any consumption, by age and household income, August 2016
                                                                              • Vodka with juice leading drink form
                                                                                  • Figure 31: Vodka drink form, August 2016
                                                                                • Young Millennials stand out for unadulterated drink forms
                                                                                    • Figure 32: Vodka drink form, by Millennial generations, August 2016
                                                                                • White/light Rum Consumer

                                                                                  • Unflavored, flavored rum consumed at similar rates
                                                                                    • Figure 33: White spirits consumption – White/light rum, August 2016
                                                                                  • Men, Millennials, Hispanics core white/light rum drinkers
                                                                                      • Figure 34: White/light rum consumption - Any consumption/at least monthly, by demographics – primary consumers, August 2016
                                                                                    • Opportunity to increase relevancy among women, non-Millennials, Blacks, Asians
                                                                                      • Figure 35: White/light rum consumption - Any consumption/at least monthly, by demographics – Secondary consumers, August 2016
                                                                                    • Income level affects younger consumers white/light rum consumption
                                                                                      • Figure 36: White/light rum consumption - Any consumption, by age and household income, August 2016
                                                                                    • Soda and white/light rum leading drink form
                                                                                      • Figure 37: White/light rum drink form, August 2016
                                                                                      • Figure 38: White/light rum drink form, by Millennial and non-Millennial generations, August 2016
                                                                                  • Tequila Consumer

                                                                                    • One in five drink each tequila type at least monthly
                                                                                      • Figure 39: White spirits consumption – Tequila, August 2016
                                                                                    • Older Millennials, Hispanics strongest tequila drinkers
                                                                                        • Figure 40: Tequila consumption - Any consumption/at least monthly, by demographics – primary consumers, August 2016
                                                                                      • Opportunity to increase consumption among women, Asians
                                                                                        • Figure 41: Tequila consumption -- Any consumption/at least monthly, by demographics – secondary consumers, August 2016
                                                                                      • Income level significantly impacts tequila consumption among those 22-54
                                                                                        • Figure 42: Tequila consumption - Any consumption, by age and household income, August 2016
                                                                                      • In a shot, a made-from-scratch cocktail top tequila drink forms
                                                                                        • Figure 43: Tequila drink form, August 2016
                                                                                      • Older consumers drink tequila in a cocktail
                                                                                        • Figure 44: Tequila drink form, by Millennial generations, August 2016
                                                                                    • Gin Consumer

                                                                                      • One in five drink gin at least monthly
                                                                                        • Figure 45: White spirits consumption – Gin, August 2016
                                                                                      • Older Millennials are core gin drinkers
                                                                                        • Figure 46: Gin consumption - Any consumption/at least monthly, by demographics – primary consumers, August 2016
                                                                                      • Opportunity to reach women, Blacks, Asians
                                                                                        • Figure 47: Gin consumption -- Any consumption/at least monthly, by demographics – secondary consumers, August 2016
                                                                                      • Higher-income level encourages greater gin consumption
                                                                                        • Figure 48: Gin consumption -- Any consumption, by age and household income, August 2016
                                                                                      • Gin and juice leading drink form
                                                                                        • Figure 49: Gin drink form, August 2016
                                                                                    • White versus Dark Spirits Consumption

                                                                                      • Majority drink more white spirits than dark
                                                                                        • Figure 50: White versus dark spirits consumption, August 2016
                                                                                      • Older Millennials, parents consume more white spirits than dark
                                                                                        • Figure 51: White versus dark spirits consumption -- More white spirits than dark spirits, by demographics, August 2016
                                                                                    • Important White Spirits Characteristics

                                                                                      • Flavor leading attribute important in white spirits selection
                                                                                        • Figure 52: Important white spirits characteristics, August 2016
                                                                                      • Flavor greater influence on women than men
                                                                                        • Figure 53: Important white spirits characteristics, by gender, August 2016
                                                                                      • Older Millennials influenced by niche attributes
                                                                                        • Figure 54: Important white spirits characteristics, by Millennial generation, August 2016
                                                                                    • White Spirits Flavors

                                                                                      • Greatest interest in fruit flavored white spirits, opportunity with aging
                                                                                        • Figure 55: White spirits flavors, August 2016
                                                                                      • Older consumers prefer unflavored white spirits
                                                                                        • Figure 56: White spirits flavors – None of the above, I prefer unflavored, by Millennial generation, August 2016
                                                                                      • Older Millennials most open to niche, unique flavors
                                                                                        • Figure 57: White spirits flavors, by Millennial generation, August 2016
                                                                                      • Mothers over index for fruit flavors, fathers prefer aged
                                                                                        • Figure 58: White spirits flavors, by gender and parental status with child(ren) under 18 in the household, August 2016
                                                                                    • Spirits Behaviors

                                                                                      • Socialization, relaxation leading reasons to drink white spirits
                                                                                        • Experience is All
                                                                                          • Return to the Experts
                                                                                            • Figure 59: Spirits behaviors, by white versus dark spirits consumption, August 2016
                                                                                          • Older Millennials looking for new experiences
                                                                                            • Figure 60: Spirits behaviors, by Millennial generations, August 2016
                                                                                          • Parents less likely to drink for socialization, relaxation than non-parents
                                                                                            • Figure 61: Spirits behaviors, by gender and parental status with child(ren) under 18 in the household, August 2016
                                                                                        • Spirits’ value defined

                                                                                          • Consumers define value, mid-range, premium, and super-premium prices
                                                                                            • Figure 62: Spirits value, August 2016
                                                                                          • Millennials drive up price points
                                                                                            • Figure 63: Spirits value, by white versus dark spirits consumption -- Mostly/only white spirits drinkers, August 2016
                                                                                          • Preferred spirits pricing varies with age
                                                                                            • Figure 64: Spirits behaviors – Price point preferences, by generation, August 2016
                                                                                          • Mid-range, premium-priced spirits preferred
                                                                                            • Figure 65: Spirits behaviors, by white versus dark spirits consumption, August 2016
                                                                                        • Craft Spirits Defined

                                                                                          • Craft definition differs with age
                                                                                            • Non-Millennials define craft as being made in small batches
                                                                                              • Older Millennials driven by premium ingredients
                                                                                                • Younger Millennials look for unique qualities
                                                                                                  • Figure 66: Craft spirits defined, August 2016
                                                                                              • Appendix – Data Sources and Abbreviations

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

                                                                                                                • Figure 67: Total US sales and forecast of on and off-premise Distilled Spirits at current prices, 2011-21
                                                                                                                • Figure 68: Total US sales and forecast of on and off-premise Distilled Spirits, at inflated prices, 2011-21
                                                                                                                • Figure 69: US volume sales of white spirits, 2011-21
                                                                                                                • Source: The Beverage Information & Insights Group, Liquor Handbook 2016/Mintel
                                                                                                              • Source: The Beverage Information & Insights Group, Liquor Handbook 2016/Mintel
                                                                                                                • Source: The Beverage Information & Insights Group, Liquor Handbook 2016/Mintel
                                                                                                                • Source: The Beverage Information & Insights Group, Liquor Handbook 2016/Mintel
                                                                                                              • Source: The Beverage Information & Insights Group, Liquor Handbook 2016/Mintel
                                                                                                                • Source: The Beverage Information & Insights Group, Liquor Handbook 2016/Mintel
                                                                                                                • Source: The Beverage Information & Insights Group, Liquor Handbook 2016/Mintel
                                                                                                              • Source: The Beverage Information & Insights Group, Liquor Handbook 2016/Mintel
                                                                                                                • Source: The Beverage Information & Insights Group, Liquor Handbook 2016/Mintel
                                                                                                                • Source: The Beverage Information & Insights Group, Liquor Handbook 2016/Mintel
                                                                                                              • Source: The Beverage Information & Insights Group, Liquor Handbook 2016/Mintel
                                                                                                                • Source: The Beverage Information & Insights Group, Liquor Handbook 2016/Mintel

                                                                                                            White Spirits - US - October 2016

                                                                                                            US $3,995.00 (Excl.Tax)