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- US Dark Spirits Market Report 2024
US Dark Spirits Market Report 2024
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Despite the varied associations people may have with dark spirits, ranging from party staples to relaxation aids, none commands over 50% association. Flexibility and easy drinking appeal are consistently impactful for bourbon, whiskey, and rum, even as these spirits might diverge in reputation. Consumers often prefer simple, sippable applications that allow the taste to take center stage, emphasizing the necessity for superior quality.
Envisioning dark spirits as versatile beverages is vital, especially as over half of consumers maintain or reduce their engagement in the category. Combined with a rising trend of reduced alcohol consumption, this perception as not versatile challenges segment growth. Mixed drinks that lower the overall ABV can render spirits more suitable for weeknight enjoyment, simultaneously leveraging the growing interest in craft cocktails and hobbyist pursuits to transform consumption into a more engaging experience.
Consumption patterns also suggest preferences stabilize during middle age, before declining more noticeably after age 55. The mid-30s mark an essential period to cultivate brand loyalty. Consumers at this stage are likely to seek enhancements to their established preferences, whether through upgrading to premium spirits or exploring new cocktails and niche brands.
Flavor is central, whether added or inherent. Flavor tells a story, shapes an experience, and can even introduce new consumer groups to the category, a must as segments slow
Michele Scott, Associate Director, US Research – Food and Drink
This Report covers the US dark spirits market. Dollar sales data in this report includes all distilled spirits segments (ie dark and white), while volume sales data solely covers dark spirits. Volume sales data includes the following:
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