While consumers associate white spirits most strongly with their easy drinking and appeal for parties, no one association captures the majority of consumers, an indication that there are continual opportunities to extend occasions and strengthen consumer connections through feelings of enjoyment, relaxation and curiosity. The ability for white spirits to work across formats from neat to complex cocktails and everywhere in between indicates versatility remains the category’s biggest strength.
While most consumers have maintained their spirit consumption over the past year, growth has slowed, as consumers scrutinize cost and lifestyle. The tequila segment continues to lead growth, with consumers interested not only in premium offerings but in a variety of expressions, heritage and process – taking the spirits category close to $100bn in 2024.
As cocktail culture grows, especially among younger consumers, so does a thirst for knowledge. Building consumer confidence as they choose spirits, create cocktails and look to customize their beverages with flavor, color and across the ABV spectrum can lead to lasting relationships that span price point and spirit type. Expanding consumer repertoires requires brands to consider that makes their offering special, with consumers looking beyond the buzz and into both inherent and added flavor, interesting packaging and limited time releases worthy of collection.
This report looks at the following areas:
- White 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 white spirits
- Reasons for trying a new spirit
- Behaviors when choosing to spend, or consume, less spirits
Versatility remains the cornerstone of white spirits, allowing consumers to customize their occasions with offerings ranging from easy to complex, and refreshing to boozy.
Sydney Riebe, Analyst – US Food and Drink
Market Definitions
This Report covers the US white spirits market. Dollar sales data in this Report includes all distilled spirits segments (ie dark and white), while volume sales data solely covers white spirits. The white spirits volume sales data includes the following: vodka, gin, tequila, rum. For the purposes of market sizing, white and dark rum are combined into one category. The consumer survey section of this Report covers white rum. Similarly, tequila includes all tequila types (eg blanco, joven, añejo) and styles (eg mezcal).
This Report primarily focuses on the at-home consumption of white spirits, though the market size includes sales of spirits on- and off-premise.
Spirit-based RTD cocktails are discussed within the Report but are excluded from the market size.
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Executive Summary
- What you need to know
- Market size & forecast for spirits
- Market predictions
- What consumers want & why
- Opportunities
- Remind consumers that they are in control
- Building confidence can create connoisseurs
- Lead with enjoyment
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Market Dynamics
- Market context
- Market drivers
- Once consumer budgets tighten, spirits are on the chopping block
- Graph 1: change in spirits consumption, by financial situation, 2024
- Product launch activity reacts to and informs the shifting spirits landscape
- Graph 2: new white spirits product launches, by sub-category, 2019-24
- Spirits and cocktails continue to take off via international tourism and social media
- Market size and forecast
- Steady but slowed growth takes the spirits market toward the $100 billion mark
- Retail sales and forecast of spirits
- Market segmentation
- Tequila remains a bright spot among otherwise stagnant market growth
- Graph 3: volume sales and forecast of white spirits, 2019-26
- Retail sales of white spirits, by segment
- Market share/brand share
- Tito’s growth further cements itself as the vodka segment leader
- Sales of vodka, by company
- Continued tequila growth has fostered a competitive landscape
- Sales of tequila, by company
- Top gin brands struggle, as craft prospers via cocktail culture
- Sales of gin, by company
- Leading rum brands face another year without growth, Bacardi remains on top
- Sales of rum, by company
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Consumer Insights
- Consumer fast facts
- Overview: the white spirit drinker
- White spirits find success as a secondary choice
- White spirits finds success as a secondary choice
- Graph 4: alcoholic beverage consumption, 2024
- Lean into the white spirits’ versatility
- Graph 5: white spirit consumption, by gender, 2024
- Maximize the staying power of white spirits as consumers age
- Graph 6: white spirit consumption, by age, 2024
- Room for consumers to extend their white spirits collections
- Graph 7: repertoire of white spirits purchases, 2024
- Younger men lead in white spirits collection
- Graph 8: repertoire of white spirits purchases, by gender and age, 2024
- White spirit purchase
- White spirits purchase growth keeps the door open for newcomers
- Graph 9: white spirit purchases in the last six months, 2023-24
- White spirits show off their versatility with similar purchase by gender
- Graph 10: white spirit purchase, by gender, 2024
- Early relationship building can grow with consumers
- Graph 11: white spirit purchase, by age, 2024
- Change in spirit consumption
- One quarter of consumers are drinking spirits more often, but most keep consumption the same
- Keep consumers reaching for spirits as they age
- Graph 12: change in spirit consumption, by age, 2024
- Reasons for drinking more spirits
- Relaxation and exploration are top motivators for consumers who have increased spirits consumption
- Graph 13: reasons for drinking more spirits, 2024
- Men and women are taking different avenues for spirits exploration
- Graph 14: reasons for drinking more spirits, by gender, 2024
- Reasons for drinking less spirits
- Help consumers fit spirits back into their budgets and lifestyles
- Graph 15: reasons for drinking less spirits, 2024
- Associations with flavored spirits
- Perceptions of flavored spirits have strong opportunity for growth
- Graph 16: associations with flavored spirits, 2024
- Build flavored vodka’s quality perceptions with older female consumers
- Graph 17: associations with flavored vodka, by gender and age, 2024
- Amplify the fun of flavored tequila
- Graph 18: associations with flavored tequila, by gender and age, 2024
- Flavored gin can be the intersection of quality and fun
- Graph 19: associations with flavored gin, by gender and age, 2024
- Interest in flavors
- Fruit forward is a safe bet, but there is ample opportunity for flavor innovation
- Graph 20: flavor interest by white spirit type, 2024
- Vodka’s mainstream flavors can age with women
- Graph 21: flavor interest for vodka, by gender and age, 2024
- Tequila’s versatility lies in potential for natural and added flavor
- Graph 22: flavor interest for tequila, by gender and age, 2024
- Flavor can make gin more accessible and interesting
- Graph 23: flavor interest for gin, by gender and age, 2024
- At-home white spirit consumption
- White spirits are able to mix it up across formats
- Graph 24: at-home white spirit consumption, 2024
- Simple doesn’t have to be boring, complex doesn’t have to be complicated
- Graph 25: at-home white spirit consumption, by gender, 2024
- Middle age embraces versatility, a time for amplified occasions
- Graph 26: at-home white spirit consumption, by age, 2024
- Association with white spirit types
- Fun and easy, white spirits continue to be the picture of enjoyment
- Graph 27: association with white spirit types, 2024
- Attitudes about spirits
- Consumers are flexible in their choice of spirits
- Building women’s confidence with spirits can pay off in cocktail exploration
- Graph 28: attitudes about spirits, by gender, 2024
- Customization can lower the risk of trial for younger, inexperienced consumers
- Graph 29: attitudes about spirits, by age, 2024
- Reasons for trying a new spirit
- Flavor is a starting point, but new trial motivation is broad
- Graph 30: reasons for trying a new spirit, 2024
- Packaging and social media are top motivators for new white spirits trial for Gen Z
- Graph 31: reasons for trying a new spirit, by age, 2024
- Consumers need a little something special to expand their spirits repertoires
- Graph 32: reasons for trying a new spirit, by repertoire of white spirits purchases, 2024
- Behaviors when trying to spend less on alcohol
- Creating value can come in many forms, as consumers make broad considerations when looking to save
- Graph 33: behaviors when trying to spend less on alcohol, 2024
- Tiered price options can extend loyalty
- Graph 34: behaviors when trying to spend less on alcohol, by gender, 2024
- Confidence allows for freedom in switching behaviors
- Behaviors when choosing to drink less alcohol
- Simple steps are the easy choice when cutting back…
- Graph 35: behaviors when choosing to drink less alcohol, 2024
- …but the future of moderation is inclusive of replacements and modifications
- Graph 36: behaviors when choosing to drink less alcohol, by age, 2024
- Hone the craft, whether alcoholic or not
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Innovation and Marketing strategies
- Launch activity and innovation
- It’s becoming clear, cristalino tequila has arrived
- Smaller batch vodka brings the quality consumers are looking for
- Color, flavor and quality help consumers find fun in gin
- Sets make it easy for consumers to get in the mood
- Marketing and advertising
- Collaborations can connect the dots for consumers…
- …but some brands are pushing back against celebrity ownership
- Espolon’s nod to heritage shows a bright future
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Appendix
- Market definition
- Market size methodology
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
- US: total market size and forecast scenarios, 2024-29
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