US White Spirits Market Report 2023
[{"name":"Spirits and RTD","url":"https:\/\/store.mintel.com\/industries\/drinks\/alcoholic-drink\/spirits-rtds"}]
White spirits can continue to embrace their versatility as both sippable and mixable, reminding consumers that the choice for refreshing, fun and relaxing is easy. Sydney Riebe, Analyst -…

US White Spirits Market Report 2023

£ 3,695 (Excl.Tax)


This report offers a complete review of the US white spirits market and consumer. Here you’ll find what drives consumers to purchase, and the preferences that are shaping growth. Below, we summarize the key topics covered and offer hand-selected findings from the report.

Key Topics Covered

  • White spirit consumer profile.
  • White spirits purchase trends by type.
  • Regions associated with premium spirits.
  • Change in spirit consumption (and reasons why).
  • White spirit purchase locations.
  • Sources of white spirit trial inspiration.

US Spirit Market Size

Spirit market growth has continued in strength since 2020, outperforming other categories like beer and wine. Despite inflation increasing dollar sales, ongoing interest in premium spirits led by the successful tequila segment reflects genuine growth. With younger consumers’ engagement and other factors, the market is forecast to surpass $100 billion by 2025.

The White Spirit Consumer Explored

  • White spirit is the “back-up” drink. While not the go-to alcoholic beverage like beer and wine, white spirits edge out these same competitors when it comes to an “also drink” statement. This reflects the versatility of white spirits to meet both casual and sophisticated occasions.
  • Good and bad news for brands. There has been an uptick across white spirits purchases by type (e.g. light/flavored/gin). However, one-third of spirit drinkers like to try new brands of their favorite spirit type, so encouraging brand loyalty will be pivotal going forward.
  • Spirits may be a happy compromise. Only 12% of those drinking less spirits are doing so due to choosing other alcohol types, suggesting those with tangible wellness goals don’t appear to be reducing spirits.

Opportunity for Spirit Brands

While over half of alcohol drinkers agree that reducing alcohol is the fastest way to improve health, just under half seek better-for-me options. This suggests that spirits may be seen as a compromise when it comes to wellness goals. Spirit brands can leverage communication with tips around both abstinence and controlled indulgence with no- and low- alcohol alternatives that step in to fill the gap.

Buy your copy of this report today and gain fresh insight into the white spirit market and consumers in the US. You may also be interested to browse our catalog of alcoholic drinks market research.

Brands Discussed

Various white spirit brands are discussed to shed light on the competitive market, with a focus on launch activity/innovation, marketing and advertising strategies deployed, and opportunity gaps. Brands referenced include Oregon Spirit, Northland, White Claw, Don Julio, Bombay Sapphire, Teremana, and many more.

Additional Features Included in Your Report

  • Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentations.
  • Custom PowerPoints: Incorporate our consumer research data into your own work so you can win over your clients and stakeholders. Select insights from your report to create a custom presentation that is ready to download in minutes.
  • Interactive Databook: Each Databook is provided as an interactive website where you can deep dive into our consumer research data on your chosen topic so you can draw your own conclusions.
  • Mintel’s Clients Portal: Our portal provides instant access to actionable analysis, podcasts, and trend pieces relevant to your industry that are published almost daily, as well as our annual Global Consumer Trends. You can also browse our extensive library of market research reports.

Expert Analysis

Leading drinks analyst Sydney Riebe delivers expert industry insights with this in-depth report.

White spirits can continue to embrace their versatility as both sippable and mixable, reminding consumers that the choice for refreshing, fun and relaxing is easy.

Sydney Riebe - Mintel Research Analyst


Sydney Riebe
US Food and Drink Analyst

Table of Contents

    • Key issues covered in this Report
  1. Executive summary

  2. Consumer Insights

    • Consumer fast facts
    • Profiles of the white spirits consumer
    • Graph 1: alcoholic beverages consumed most often, 2023
    • Graph 2: white spirit consumption – NET – any drink, 2023
    • Graph 3: attitudes about alcohol, by type of alcohol consumer, 2023
    • White spirit purchases, by type
    • Graph 4: white spirit purchases, 2022-23
    • Graph 5: white spirit purchases, by age, 2023
    • Graph 6: white spirit purchases, by gender, 2023
    • Graph 7: white spirit purchases, by HHI, 2023
    • Change in spirit consumption
    • Graph 8: change in spirit consumption since last year, 2023
    • Graph 9: change in spirit consumption since last year, by generation, 2023
    • Reasons for change in spirits consumption
    • Graph 10: reasons for drinking more spirits, 2023
    • Graph 11: reasons for drinking less spirits, 2023
    • Countries associated with premium spirits
    • Graph 12: Countries associated with premium spirits, 2020-23
    • Graph 13: countries associated with premium spirits, by HHI, 2023
    • Graph 14: countries associated with premium spirits, by generation, 2023
    • Purchase location
    • Graph 15: spirits purchase location, 2023
    • Graph 16: spirits purchase location, by HHI, 2023
    • Graph 17: spirits purchase location, by generation, 2023
    • Reasons for purchasing spirits online
    • Graph 18: reasons for purchasing spirits online, 2023
    • Graph 19: reasons for purchasing spirits online, by gender, 2023
    • White spirits and brand loyalty
    • Graph 20: white spirits and brand loyalty, 2023
    • Graph 21: vodka brand loyalty, by HHI, 2023
    • Interest in spirit-based RTD cocktails
    • Graph 22: interest in spirits-based RTD cocktails, by white spirit consumers, 2023
    • Graph 23: interest in spirit-based RTD cocktails, by gender, 2023
    • Graph 24: interest in spirits-based RTD cocktails, by generation, 2023
    • Spirit versus canned/bottled cocktails associations
    • Graph 25: associations with spirits versus canned/bottled cocktails, 2023
    • Graph 26: spirits associations, by generation, 2023
    • Spirit entertaining behaviors
    • Graph 27: spirit entertaining behaviors, 2023
    • Graph 28: spirit entertaining behaviors, by generation, 2023
    • Inspiration sources for spirit trial
    • Graph 29: spirit trial inspiration, 2023
    • Spirits attitudes
    • Graph 30: spirits attitudes, 2023
    • Graph 31: spirits attitudes, by gender, 2023
  3. Competitive strategies

    • Launch activity and innovation
    • Marketing and advertising
    • Opportunities
    • Graph 32: liqueur purchases, 2023
  4. The Market

    • Market context
    • Market drivers
    • Graph 33: change in spirit consumption since last year, by HHI, 2023
    • Graph 34: sober curious awareness and adherence, 2022-23
    • Market size and forecast
    • Market segmentation
    • Graph 35: Total US volume sales and forecast of white spirits, by segment, at current prices, 2018-28
    • 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.

Below is a sample report, understand what you are buying.

Click to show report
2024 Sample Consumer Cover

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.

Trusted by companies. Big and small.

Want to speak to us directly?

Contact us with your enquiry and our expert global team can help.

Get in touch