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.
This report looks at the following areas:
- Dark spirits purchases
- Changes in spirits consumption
- Reasons for drinking more (and less) spirits
- Associations with flavored spirits
- Interest in flavors
- At-home spirits consumption
- Association with dark spirits
- Reasons for trying a new spirit
- Behaviors when choosing to spend, or consume, less spirits
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
Market Definitions
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.
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Executive Summary
- What you need to know
- Market size & forecast for spirits
- Market predictions
- What consumers want & why
- Opportunities
- Specific opportunities with flavor let the nature of dark spirits shine…
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Market Dynamics
- Market context
- Market drivers
- Every brand is a competitor with stable alcohol consumption
- Graph 1: YOY change in alcoholic beverage frequency, 2022-2024
- Climate change will change the face of whiskeys
- Pop culture shaped the current landscape for bourbon/whiskey, with plenty of room to grow
- Spirited stories should include female voices, interests
- Market size and forecast
- Flavor carries spirits towards the $100bn mark
- Retail sales and forecast of spirits
- Market segmentation
- Moderate growth in dark spirits is underwritten by whiskey as brandy/cognac struggles
- Graph 2: volume sales and forecast of dark spirits, by segment, 2019-26
- Market share/brand share
- Biggest brands lose share to other players in the “family”
- Sales of straight whiskey, by company
- Blended whiskey is losing its footing
- Sales of blended whiskey, by company
- Crown Royal wins the crown (again)
- Sales of Canadian whisky, by company
- Brand matters as Scotch shrinks
- Sales of Scotch, by company
- Irish eyes smile, at least on Jameson
- Sales of Irish whiskey and other imported whiskey/whisky, by company
- Brandy/cognac continues its decline
- Sales of brandy/cognac, by company
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Consumer Insights
- Consumer fast facts
- Overview: the dark spirits drinker
- Dark spirits fall far behind beer and wine as a primary choice
- Graph 3: alcoholic beverage consumption, 2024
- Not every dark-spirits based drink needs to be aggressively spirit-forward
- Graph 4: dark spirit consumption, by gender, 2024
- Prove dark spirits can age with consumers across key life stages to win the long and short terms
- Graph 5: dark spirits consumption, by age, 2024
- Variety is the spice of dark spirits; hobbyists are the future
- Graph 6: repertoire of dark spirits purchased, 2024
- Mid-aged men are by far the most engaged demographic when it comes to dark spirits
- Graph 7: repertoire of dark spirits purchased, by age and gender, 2024
- Dark spirits purchase
- Don’t lose momentum with dark spirits
- Graph 8: YOY dark spirits purchase in last six months, 2022-24
- Customization and personalization of flavor can move dark spirits into gender neutral territory
- Graph 9: dark spirit consumption, by gender, 2024
- Connoisseurship picks up where accessibility leaves off
- Graph 10: dark spirits consumption, 2024
- Changes in spirits consumption
- Stagnation may be more dangerous than attrition
- Mid-age is a sweet spot for dark spirits
- Graph 11: changes in spirit consumption, by age, 2024
- Reasons for drinking more spirits
- Relaxation, variety drive spirit increases
- Graph 12: reasons for drinking more spirits, 2024
- Get crafty when it comes to R&R
- Graph 13: reasons for drinking spirits more often, by gender, 2024
- Reasons for drinking less spirits
- Re-engaging lapsed users requires savings strategies
- Graph 14: reasons for drinking less spirits, 2024
- Associations with flavored spirits types
- Flavored dark spirits may make new occasions easier to imagine
- Graph 15: associations with flavored spirits, 2024
- Men and women share sentiments with flavored whiskey
- Graph 16: associations with flavored whiskey, by gender, 2024
- Flavored whiskey ages just fine
- Graph 17: associations with flavored whiskey, by age, 2024
- Fun may be the most powerful association for women
- Graph 18: associations with flavored rum, by gender, 2024
- Flavored rum brings vacation vibes
- Graph 19: associations with flavored rum, by age, 2024
- Interest in flavors
- Legacy associations inform flavor innovation
- Graph 20: flavor interest by dark spirit type, 2023
- Smoky, sweet flavors give new life to whiskeys
- Sweet, fruity flavors shine for rum and in rum-based cocktails
- Women’s flavor interest presents a unique challenge
- Graph 21: flavor interest for whiskey, by gender, 2024
- Natural and added flavors both make a strong case for purchase, enjoyment
- Graph 22: flavor interest for whiskey, by age, 2024
- Traditional rum flavors skew towards women; innovate to engage men
- Graph 23: interest in flavors of rum, by gender, 2024
- A spoonful of sugar shouldn’t be underestimated
- Graph 24: interest in flavors of rum. by age, 2024
- At-home dark spirits consumption
- Ensure your dark spirits can do both
- Graph 25: at-home dark spirit consumption, 2024
- Flavor
- Graph 26: at-home dark spirit consumption, by gender, 2024
- Age is just a number when it comes to consumption style
- Graph 27: at-home spirit consumption, by age, 2024
- Association with dark spirit types
- “Easy drinking” unlocks opportunity as an association that flexes across occasion
- Graph 28: association with dark spirit types, 2024
- Attitudes about spirits
- Build confidence to boost sales
- Graph 29: attitudes towards spirits, 2024
- Experience doesn’t necessarily breed confidence
- Graph 30: attitudes towards spirits, by gender, 2024
- With age comes confidence; speed up the process with tasting experiences
- Graph 31: attitudes towards spirits, by age, 2024
- Cocktails demand confidence
- Graph 32: attitudes towards spirits, by repertoire of dark spirits purchased, 2024
- Reasons for trying a new spirit
- There’s no set path to new trial, but flavor is a place to start
- Graph 33: reasons for trying new spirits, 2024
- Men and women agree: new spirit trial comes from many motivations
- Graph 34: reasons for trying new spirits, by gender, 2024
- Be seen with younger consumers, on shelves and online
- Graph 35: reasons for trying new spirits, by age, 2024
- Flavor stands out as a winning part of any strategy
- Graph 36: reasons for trying new spirits, by repertoire of dark spirits purchased, 2024
- Behaviors when trying to spend less on alcohol
- Get creative with creating value
- Graph 37: behaviors when trying to spend less on alcohol, 2024
- Keep it in the family to protect business overall
- Graph 38: behaviors when trying to spend less on alcohol, by gender and age, 2024
- The biggest dark spirits purchasers are likely to diversify their at home options when trying to save money
- Graph 39: behaviors when trying to spend less on alcohol, by repertoire of dark spirits purchased, 2024
- Behaviors when choosing to drink less alcohol
- Support consumers in their efforts to drink less, even if it feels counterintuitive
- Graph 40: behaviors when choosing to drink less alcohol, 2024
- Keep dark spirits special when less alcohol is the goal
- Graph 41: behaviors when choosing to drink less alcohol, by gender, 2024
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Innovation and Marketing strategies
- Launch activity and innovation
- Johnnie Walker x Naismith (+AI)
- Distinctive flavor profiles can be clearly tied to cask choice to get the most out of innovation
- Flavored whiskey needs roots in brand to gain traction, but there are many ways to do so
- Co-branding remains a powerful force, even outside category of origin
- Keep an eye on trendy cocktails for winning holiday gift sets
- Mobilizing the Beyhive offers an assist to US expansion
- Grape innovation at the root of sustainable production in the face of climate change
- Education doesn’t have to overwhelm
- Marketing and advertising
- Fireball (and its social strategy) is a little spicy
- With age comes… a keen marketing angle
- High-end associations outside the spirit world boost profiles, visibility
- Lean hard into uniqueness of flavors
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Appendix
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
- Market forecast, spirits, inflation-adjusted
- Best/worst case market size and forecast
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