US Dark Spirits Market Report 2023
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Dark spirits can benefit from connections to both legacy associations and the new kid on the block: RTD cocktails. Refreshment, relaxation and recreation are cornerstones. Michele Scott, Associate Director,…

US Dark Spirits Market Report 2023

£ 3,695 (Excl.Tax)


Stay ahead of the curve and secure future growth for your business with Mintel’s US Dark Spirits Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours affecting your industry. Get a 360° view of the dark spirits industry including market size, share and forecasted growth.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Key Areas Covered in this Report

  • Dark spirits purchase by type
  • Changes in spirit consumption (and reasons why)
  • Consumer attitudes about alcohol
  • Consumer interest in spirit-based cocktails
  • Purchase locations and sources of trial inspiration

US Dark Spirits Market Overview

The dark spirits market is weathering challenges to the broader alcoholic beverage category such that growth is steadily climbing towards $100+ billion in the next 5 years. RTD cocktails continue to boost visibility of spirits, giving them a modern, youthful edge and opening the door for new occasions away from, and at home.

  • Dark spirits market size: The US market is experiencing steady growth, increasing by 8.3% in 2023.
  • Dark spirits market segmentation: Whiskey continues to cover the growth of the dark spirits market. Efforts to bring brandy and cognac to younger generations are needed.

US Dark Spirits Industry – Trends and Opportunities for Growth

Lighten up dark spirits to refresh the category

Dark spirits are not quite as popular as white spirits, but there is real opportunity if brands can “lighten” the mood. 6 in ten drinkers enjoy making cocktails at home, but consumers’ top interest in cocktails is a refreshing flavour profile. While this is not always associated with dark spirits, it is certainly within reach with the right recipes.

Gen Z offers opportunities

Dark spirits have a real opportunity on the horizon with Gen Z alcohol consumers, almost three-quarters of whom say they enjoy making cocktails at home. Alcohol moderation is on the rise, young consumers come to dark spirits looking for an experience that lasts, partly because they’re stretching out their sessions. Around six in 10 Gen Z consumers agree that alcohol-free versions of products are appealing, so reaching Gen Z might mean taking the alcohol out of their beverages.

Purchase the full report for a full analysis of the US Dark Spirits Market and the consumer trends shaping the future of the industry. Readers of this report may also be interested in Mintel’s The Future of Wines and Spirits 2023.

More About this Report

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:

  • Whiskey, which includes the following subsegments: American whiskey (both straight and blended) and bourbon, flavored whiskey, scotch whisky, Irish whiskey, Canadian whisky, and other imported whiskies
  • Brandy and cognac, as well as Armagnac.

Expert Analysis from a Drinks Industry Specialist

This report, written by Michele Scott, a leading Food and Drink analyst, delivers in-depth commentary and analysis to highlight current trends in the US Dark Spirits market and add expert context to the numbers.

Dark spirits can benefit from connections to both legacy associations and the new kid on the block: RTD cocktails. Refreshment, relaxation and recreation are cornerstones.

Michele Scott, Associate Director of Mintel US Food and DrinkMichele Scott
Associate Director, US Research – Food and Drink

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

  2. Consumer Insights

    • Consumer fast facts
    • Profiles of the dark spirits consumer
    • Graph 1: alcohol beverage type consumption, 2023
    • Graph 2: dark spirt consumption – NET – any drink
    • Graph 3: attitudes about alcohol, by type of alcohol, 2023
    • Dark spirit purchase, by type
    • Graph 4: dark spirit purchase by type, August 2023
    • Graph 5: dark spirit purchase, by gender, 2023
    • Graph 6: dark spirit purchase, by HHI, 2023
    • Change in spirit consumption
    • Graph 7: change in spirit consumption since last year, by HHI, 2023
    • Reasons for change in spirits consumption
    • Graph 8: reasons for drinking more spirits, 2023
    • Graph 9: reasons for drinking less spirits, 2023
    • Countries associated with premium spirits
    • Graph 10: countries associated with premium spirits, 2023
    • Graph 11: countries associated with premium spirits, by gender, 2023
    • Graph 12: countries associated with premium spirits, by generation, 2023
    • Graph 13: countries associated with premium spirits, by HHI, 2023
    • Purchase location
    • Graph 14: spirits purchase location, 2023
    • Graph 15: spirts purchase location, by HHI, 2023
    • Graph 16: dark spirit purchase location, by generation, 2023
    • Reasons for purchasing spirits online
    • Graph 17: reasons for purchasing spirits online, 2023
    • Dark spirits and brand loyalty
    • Graph 18: dark spirits and brand loyalty
    • Graph 19: whiskey brand loyalty, by gender, 2023
    • Graph 20: whiskey brand loyalty, by HHI, 2023
    • Interest in spirit-based cocktails
    • Graph 21: purchase motivators for canned cocktails, 2023
    • Graph 22: interest in spirit-based cocktails, by gender, 2023
    • Graph 23: interest in spirit-based cocktails, by generation, 2023
    • Attitudes about spirit types
    • Graph 24: associations with specific spirit types, 2023
    • Graph 25: associations with spirits, by various demographics, 2023
    • Dark spirits and entertaining
    • Graph 26: entertaining behaviors, 2023
    • Graph 27: entertaining behaviors, by gender, 2023
    • Inspiration sources for spirits trial
    • Graph 28: trial inspiration for spirits, 2023
    • Graph 29: trial inspiration, by gender, 2023
    • Graph 30: trial inspiration, by HHI, 2023
    • Spirits attitudes
    • Graph 31: Attitudes about spirits, 2023
    • Graph 32: attitudes about spirits, by gender, 2023
  3. Competitive Strategies

    • Launch activity and innovation
    • Marketing and advertising
    • Opportunities
  4. The Market

    • Market context
    • Market drivers
    • Market size and forecast
    • Market segmentation
    • Graph 33: volume sales and forecast of dark spirits, by segment, 2018-25
    • Market share/brand share
  5. Appendix

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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