Description

This report provides comprehensive and current information and analysis of the Black consumers and alcoholic beverages market including Black consumers and alcoholic beverages market size, anticipated market forecast, relevant market segmentation, and industry trends for the Black consumers and alcoholic beverages market in the US.

Current market landscape

Mintel estimates that Black consumers spent nearly $9 billion on alcoholic beverages at home in 2020, which is a significant increase compared to prior year over year growth estimates. The jump in sales is attributed to consumers stockpiling grocery items plus alcohol staples during the COVID-19 related lockdown in the spring and a continuation of shifting dollars that would have been spent on on-premise alcohol to retail sales for at-home consumption as restaurants and bars remained closed or operated at limited capacity

Market share and key industry trends

  • Taste and occasion shape Black adults’ alcoholic beverage choices. Wine is the primary alcoholic beverage choice, and spirits are the secondary, “also drink” choice, with a preference for drinks that mimic non-alcoholic favorites for some drinkers, or a style accessory for others.
  • Increased category spending won’t last. Black consumer spending rose during lockdown, but high unemployment and expected protracted economic and financial recovery may drive people to temporarily leave the category in the reemergence and recovery period.
  • Targeted marketing is successful in driving brand loyalty. However, there are segments of Black consumers who do not believe that some spirit brands represent who they are. Marketers have an opportunity to reach Black consumers who do not see their interests or lifestyles reflected in today’s communication efforts.

Future market trends in Black consumers and alcoholic beverages

Wine is Black consumers’ go-to alcoholic drink choice, while both white and dark spirits are their secondary, “also drink” selections – a choice that is driven by a taste for certain drinks at certain moments.

Read on to discover more about the consumer market, read our US Black Consumers: Feeding the Family Market Report, or take a look at our other African American Market research reports.

Quickly understand

  • How retail alcohol spending by Black consumers benefitted at the expense of on-premise alcohol sales in foodservice and event venues.
  • The impact of Black workers’ longer economic and financial recovery period on spending in the category.
  • How Black consumers’ alcohol consumption attitudes vary across consumer segments and opportunities to reach different groups.
  • The importance of brand name to Black consumers, and why spirits continue to be popular.

Covered in this report

Brands include: Hennessy, Jack Daniels, Crown Royal, Uncle Nearest, Sutter Home, Barefoot wines, Arbor Mist, Gallo, Carlo Rossi, Woodbridge, Beringer, Turning Leaf, Kendall Jackson, Cupcake Vineyards, Martini and Rossi, Andre, Paul Masson, Korbel, Cook’s, Dom Perignon, J. Roget, Champagne Krug, Corona, Heineken, Red Stripe, Presidente, Dos Equis, Guinness, Stella Artois, Presidente, St. Pauli Girl, Beck’s, Budweiser, Bud Ice, Coors, Miller High Life, Michelob, Miller Genuine Draft, Busch, Natural Ice, Icehouse, Rolling Rock, Seagram’s Gin, Absolut, Grey Goose, Ciroc, Tito’s, Skyy, Ketel One, Belvedere, Bacardi.

Expert analysis from a specialist in the field

This report, written by Toya Mitchell, a leading analyst in the Multicultural sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Alcohol consumption at home is all about the expected experience – the taste of their drink that they want for that exact moment and desired mood. Wine is Black consumers’ go-to alcoholic drink; spirits are their secondary, “also drink” choice. For some consumers, spirits are a style accessory that represents their image. The COVID-19-related sales increase in early 2020 more than likely won’t continue without a return to pre-pandemic business activity, especially as this consumer group faces greater economic and financial hardship in comparison to all consumers.

Toya Mitchell, Senior Analyst, Multicultural Reports
Toya Mitchell
Senior Multicultural Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • COVID-19: market context
    • Economic and other assumptions
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales of alcoholic beverages* (in-home), total and Black, at current prices, 2015-20
    • Impact of COVID-19 on Black consumers and alcoholic beverages
      • Figure 2: Short-, medium- and long-term impact of COVID-19 on Black consumers and alcoholic beverages at home, December 2020
    • Opportunities and challenges
    • Wine brands should increase marketing communication efforts to Black consumers
    • Brands and retailers should partner with Black-owned distilleries and spirit clubs
    • Lean on Black consumer insights to develop targeted marketing strategies
      • Figure 3: Black consumer alcoholic drink segments, March 2020
    • Category and consumer insights and implications
    • Wine tops Black drinkers’ list, but at a lower share in comparison to all
      • Figure 4: Alcoholic beverage consumption by segment and type, March 2020
    • Vodka and cognac top Black consumers’ white and dark spirit consumption
      • Figure 5: Black consumers’ white and dark spirits purchases, March 2020
    • Refusal to drink spirits rooted in taste and lack of relevance
      • Figure 6: Black consumers’ reasons for not drinking white or dark spirits, March 2020
    • Black drinkers enjoy making cocktails at home using popular and higher-end spirits
      • Figure 7: Black consumers’ attitudes and behaviors around making cocktails at home, March 2020
  3. The Black Consumer Market – Key Takeaways

    • Younger Black population will have greater influence on total market drinking trends
    • At-home sales temporarily rise
    • Slower-than-average economic and financial recovery on the horizon
    • Underdeveloped wine category ripe for targeted opportunities
  4. The Black Population by the Numbers

    • The Black population share holds steady at 13% of the total US
      • Figure 8: US population by race, 2015-25
    • Black people younger than age 35 drive overall population growth, shape trends
      • Figure 9: US adult population by age, total and Black, 2020
    • Over half of Black households are headed by a single person
      • Figure 10: Households by detailed type, total and Black, 2019
  5. Black Consumers and Alcoholic Beverages at Home – Market Size Estimate

    • At-home alcohol sales expected to rise temporarily
      • Figure 11: Total US sales of alcoholic beverages* (in home), total and Black, at current prices, 2015-20
    • Impact of COVID-19 on Black consumers and alcoholic beverages
      • Figure 12: Short-, medium- and long-term impact of COVID-19 on Black consumers and alcoholic beverages (in home)
    • Lockdown
    • Reemergence
    • Recovery
    • Lessons from the last recession to consider today
  6. Market Factors

    • COVID-19 related unemployment hit Black workers especially hard
      • Figure 13: Labor force participation and unemployment, total and Black, November 2015-November 2020
    • Black household income at a 10-year high, but pandemic-induced unemployment may erase gains
      • Figure 14: Household income distribution, by total and Black, 2019
    • Black consumers show caution in dining al fresco
      • Figure 15: Comfort level – dining at a restaurant outside, Black respondents, April-November 2020
  7. Market Opportunities

    • Alcohol home delivery at nascent stage, but of interest for Black shoppers
    • Black-owned distilleries gaining traction and prominence among enthusiasts
      • Figure 16: Uncle Nearest on Instagram, 2020
    • Wine category ripe for marketing to various segments of Black drinkers
    • Sponsor spirit clubs to drive trial and loyalty
      • Figure 17: Holiday greetings from Black Bourbon Society, December 2020
  8. Companies and Brands – Key Takeaways

    • Black consumption of spirit brands linked to history of targeted marketing
    • Preferred wine varietals linked to non-alcoholic beverage favorites
    • Some brands break from the typical image messaging, but some Black consumers still feel left out
  9. Segment Performance and Top Brands

    • Wine
    • Black consumers’ preference for sweet wine mimics their preference for sweet non-alcoholic beverages
      • Figure 18: Domestic dinner wine consumption by type, total vs Black, April 2019-June 2020
    • Value-priced table wines with a wide flavor selection top Black consumers’ consumption
      • Figure 19: Domestic wine consumption by leading brands, total and Black, April 2019-June 2020
    • Brand familiarity and product access drive champagne consumption
      • Figure 20: Champagne and sparkling wine consumption by leading brands, total and Black, April 2019-June 2020
    • Beer
    • Full-bodied, higher alcohol content brew preferred over trendy options
      • Figure 21: Beer consumption by type, total and Black, April 2019-June 2020
    • Imported beers that reflect drinkers’ taste and image preferences drive brand consumption
      • Figure 22: Imported beer consumption by leading brands, total and Black, April 2019-June 2020
    • Brand name and higher alcohol content drive regular beer consumption
      • Figure 23: Regular domestic beer consumption by leading brands, total and Black, April 2019-June 2020
    • White Spirits
    • Easy to mix vodka is the preferred white spirit
      • Figure 24: White spirit consumption by type, total and Black, April 2019-June 2020
    • Vodka brand preference due to imagery and cocktail preferences
      • Figure 25: Vodka consumption by leading brands, total and Black, April 2019-June 2020
    • Tequila brands that engage their consumer base top consumption
      • Figure 26: Tequila consumption by leading brands, total and Black, April 2019- June 2020
    • Rum of all kinds makes a host of cocktails better
      • Figure 27: Rum consumption by kind, total and Black, April 2019-June 2020
    • Bacardi rum remains the gold standard among Black consumers
      • Figure 28: Rum consumption by leading brands, total and Black, April 2019-June 2020
    • Seagram’s long-standing status among Black consumers remains strong
      • Figure 29: Gin consumption by leading brands, total and Black, April 2019-June 2020
    • Dark Spirits
    • Brand supersedes spirit type among Black consumers
      • Figure 30: Dark spirit consumption by type, total and Black, April 2019-June 2020
    • Hennessey is number one dark spirit brand among Black consumers
      • Figure 31: Cognac consumption by leading brands, total and Black, April 2019-June 2020
    • Bourbon brand preference due to history and consumer engagement
      • Figure 32: Bourbon whiskey consumption by leading brands, total and Black, April 2019-June 2020
    • Crown Royal is the king of Canadian Whiskey brands
      • Figure 33: Canadian whiskey consumption by leading brands, total and Black, April 2019-June 2020
    • Brandy serves as a popular beverage straight or in cocktail
      • Figure 34: Brandy consumption by leading brands, total and Black, April 2019-June 2020
    • Ready-to-drink
    • Recognizable brand names drive flavored alcoholic beverage consumption
      • Figure 35: Flavored alcoholic beverage consumption of leading brands, total and Black, April 2019-June 2020
    • Bacardi bests lesser-known pre-made cocktail brands
      • Figure 36: Prepared cocktail mixes w/liquor consumption of leading brands, total and Black, April 2019-June 2020
  10. Competitive Strategies

    • Influencers strengthen brand image
      • Figure 37: The Making of 1800 Seconds, Vol. II video, January 2020
      • Figure 38: Extra Gravy and Courvoisier, December 2020
      • Figure 39: E&J Brandy video featuring Anthony “Spice” Adams, September 2020
      • Figure 40: Highsnobiety and Jack Daniels, April 2020
    • Crown Royal ties into consumer passions to address COVID-19 realities
      • Figure 41: Ari Lennox’s and Anthony Ramos’ “If You Want Me to Stay” for Crown Royal, 2020
  11. The Consumer – Key Takeaways

    • Black alcohol drinkers segmented by expected experience
    • Wine and beer are the go-to drinks for Black consumers, while spirits are their second-choice beverages
    • White spirits are best for mixed cocktails, but non-drinkers prefer wine or RTD beverages
    • Popular brands drive dark spirits purchases, but non-drinkers do not like the taste
    • Popular and higher-end spirits are the foundation for good cocktails
    • Flavor and occasion drive alcoholic drink type choices
  12. Black Consumer Alcoholic Drink Segments

    • A desire for certain experiences and brand relevance drive Black consumer drink choices
      • Figure 42: Mintel Global Trend Drivers and Pillars – Experiences and Identity
    • Experiences and Identity drive alcohol consumption
      • Figure 43: Black consumer alcoholic drink segments, March 2020
    • Pleasure Drinkers primarily choose beverages based on their mood
      • Figure 44: Profile of Pleasure Drinkers, March 2020
    • Liquor is an expression of style for Cultured Drinkers
      • Figure 45: Profile of Cultured Drinkers, March 2020
    • Alcohol heightens the experience of occasions for Social Drinkers
      • Figure 46: Profile of Social Drinkers, March 2020
    • Alcohol is a regular indulgence for Relaxed Drinkers
      • Figure 47: Profile of Relaxed Drinkers, March 2020
  13. Alcoholic Beverage Consumption

    • Black consumers report lower alcohol consumption in comparison to all consumers
      • Figure 48: Black consumers’ alcoholic beverage consumption by segment and type, indexed to all, March 2020
      • Figure 49: alcoholic beverage consumption by segment, total and Black, March 2020
    • Wine is the preferred beverage for maturing adults
      • Figure 50: Black consumers’ wine consumption, by demographics, March 2020
    • Beer is the primary alcoholic beverage for Black men
      • Figure 51: Black consumers’ beer consumption, by demographics, March 2020
    • Spirits are primarily a men’s drink, but young women show an interest
      • Figure 52: Black consumers’ spirit consumption, by demographics, March 2020
    • Ready-to-drink alcoholic beverages are a welcome substitute for beer and cocktails
      • Figure 53: Black consumers’ RTD beverage consumption, by demographics, March 2020
  14. White Spirits

    • Unflavored, easy-to-mix vodka is the preferred white spirit
      • Figure 54: Black consumers’ white spirits purchases by type, indexed to all, March 2020
    • Young women choose white spirits for specific cocktails
      • Figure 55: Black consumers’ white spirit purchases, by gender and age, March 2020
  15. Reasons for Not Drinking White Spirits

    • White spirits’ image and product no longer representative for some drinkers
      • Figure 56: Black consumers’ reasons for not drinking white spirits, March 2020
    • Black drinkers prefer wine and RTD beverages over white spirits
      • Figure 57: Black consumers’ alcoholic beverage consumption, by reasons for not drinking white spirits, March 2020
    • Older men prefer drinks that reflect their identity
      • Figure 58: Black men’s reasons for not drinking white spirits, by age, March 2020
    • Women who avoid white spirits stick to their preferred alcoholic favorites
      • Figure 59: Black women’s reasons for not drinking white spirits, by age, March 2020
  16. Dark Spirits

    • Dark spirits purchases driven by brand preference
      • Figure 60: Black consumers’ dark spirits purchases by type, indexed to all, March 2020
    • Cognac is the entry beverage to dark spirits
      • Figure 61: Black consumers’ dark spirits purchases by type, by age, March 2020
    • Women will drink popular dark spirit types due to brand familiarity
      • Figure 62: Black consumers’ dark spirits purchases by type, by gender, March 2020
  17. Reasons for Not Drinking Dark Spirits

    • Dark spirits are avoided due to taste more than image
      • Figure 63: Black consumers’ reasons for not drinking dark spirits, March 2020
    • Dark spirits are not an acquired taste for non-drinkers
      • Figure 64: Black consumers’ alcoholic beverage consumption, by reasons for not drinking dark spirits, March 2020
    • Dark spirits are not the drink for young men who choose taste over image
      • Figure 65: Black men’s reasons for not drinking dark spirits, by age, March 2020
    • Young women who prefer sweet beverages avoid dark spirits
      • Figure 66: Black women’s reasons for not drinking dark spirits, by age, March 2020
  18. Spirit Brand Type Purchases

    • Black drinkers’ preference for popular and higher-end spirits on par with all
      • Figure 67: Black consumers’ spirit brand types purchased, indexed to all, March 2020
    • White spirit brand type preferences tied to cocktail preferences
      • Figure 68: Black consumers’ white spirits purchases, by spirit brand types purchased, March 2020
    • Seeded brand imagery not reliant on perceived quality for dark spirits
      • Figure 69: Black consumers’ dark spirits purchases, by spirit brand types purchased, March 2020
  19. Making Cocktails at Home

    • Mature drinkers who entertain at home make their own cocktails
      • Figure 70: Black consumers who make cocktails at home, by demographics, March 2020
    • Creating cocktails at home is integral to the experience
      • Figure 71: Black consumers’ attitudes and behaviors around making cocktails at home, March 2020
    • Higher-end spirits show cocktail sophistication
      • Figure 72: Black consumers’ attitudes and behaviors around making cocktails at home, by spirit brand types purchased, March 2020
    • Younger drinkers who use spirits for cocktails focus on brand image and product quality
      • Figure 73: Black consumers’ attitudes and behaviors around making cocktails at home, by age, March 2020
    • Drinkers with more product options buy spirits to create specific cocktails
      • Figure 74: Black consumers’ attitudes and behaviors around making cocktails at home, by household income, March 2020
  20. Attitudes Toward Spirits

    • Spirits are style products for the giver and receiver
      • Figure 75: Black consumers’ attitudes toward spirits, March 2020
    • Spirits are a fun, image-building product, but not necessarily a passion
      • Figure 76: Black consumers’ attitudes toward spirits, by spirit brand types purchased, March 2020
    • Some young men believe spirits are a better-for-you choice over other alcoholic beverages
      • Figure 77: Black men’s attitudes toward spirits, by age, March 2020
    • Premium spirits are an easy but thoughtful gift to buy among affluent Black drinkers
      • Figure 78: Black consumers’ attitudes toward spirits, by household income, March 2020
  21. Attitudes Toward Alcoholic Beverages

    • Black drinkers choose alcohol based on their expected experience
      • Figure 79: Black consumers’ attitudes toward alcoholic beverages – choice drivers, March 2020
    • Desired experience and expected quality drive brand attitudes
      • Figure 80: Black consumers’ attitudes toward alcoholic beverages – brand drivers, March 2020
    • Nearly half of Black drinkers consider long-term health impact of alcohol
      • Figure 81: Black consumers’ attitudes toward alcoholic beverages – health attitudes, March 2020
  22. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
  23. Appendix – The Market

      • Figure 82: Total US sales of alcoholic beverages* (in-home), total and Black, at current prices, 2015-20
  24. Appendix – The Consumer

      • Figure 83: Domestic dinner wine consumption by type, total vs Black, April 2019- June 2020
      • Figure 84: Domestic wine consumption by leading brands, total and Black, April 2019- June 2020
      • Figure 85: Champagne and sparkling wine consumption by leading brands, total and Black, April 2019-June 2020
      • Figure 86: Beer consumption by type, total and Black, April 2019-June 2020
      • Figure 87: Imported beer consumption by leading brands, total and Black, April 2019 – June 2020
      • Figure 88: Regular domestic beer consumption by leading brands, total and Black, April 2019- June 2020
      • Figure 89: White spirit consumption by type, total and Black, April 2019- June 2020
      • Figure 90: Vodka consumption by leading brands, total and Black, April 2019- June 2020
      • Figure 91: Tequila consumption by leading brands, total and Black, April 2019- June 2020
      • Figure 92: Rum consumption by kind, total and Black, April 2019-June 2020
      • Figure 93: Rum consumption by leading brands, total and Black, April 2019- June 2020
      • Figure 94: Gin consumption by leading brands, total and Black, April 2019-June 2020
      • Figure 95: Dark spirit consumption by type, total and Black, April 2019-June 2020
      • Figure 96: Cognac consumption by leading brands, total and Black, April 2019-June 2020
      • Figure 97: Bourbon whiskey consumption by leading brands, total and Black, April 2019-June 2020
      • Figure 98: Canadian whiskey consumption by leading brands, total and Black, April 2019- June 2020
      • Figure 99: Brandy consumption by leading brands, total and Black, April 2019-June 2020
      • Figure 100: Flavored alcoholic beverage consumption of leading brands, total and Black, April 2019-June 2020
      • Figure 101: Prepared cocktail mixes w/liquor consumption of leading brands, total and Black, April 2019-June 2020

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