Understand the current trends and opportunities in the US white spirits market. Use Mintel’s market research to become more informed and tackle challenges in your industry. This report examines the white spirit market size and segment performance, how and why US adults are consuming white spirits, differences in consumption between age groups and genders, and much more. Read on to discover our insights.

Spirits Market Overview

The spirits market has outperformed the total alcoholic beverages market, with total sales projected to surpass $100 billion by 2025. The pandemic spurred an upgrade in home bars and skill sets, and consumers are continuing to engage with their favorite brands and create cocktails at home, despite the return to on-premise. Trading down is less of a concern within this market as long as consumer retention and value remain top priorities.

White Spirits Market Trends and Consumer Behavior

White spirit consumption has been rising in the US in recent years. Paired with the stagnation of beer and wine consumption, this indicates a potential shakeup of the top three alcoholic beverages consumed. Despite moderation trends and inflation, increasing interest in tequila and premium options suggests white spirits have the potential to move up on the podium.

Mintel’s exclusive research finds that women aged 35-54 led consumption growth in the most recent years, nearly becoming the most engaged in the category. BFY, flavor innovation, and the assumption that white spirits are healthier than other alcoholic beverages are appealing factors to this group. For men, the historical association of whiskey seems to be giving way somewhat to different white spirit segments. Rum, gin, and mezcal are increasingly popular among younger men – aged 22-44 – indicating potential in this group for emerging white spirits.

  • White spirits market trends: The share of women aged 35-54 who drink white spirits increased from 2019 (36%) to 2022 (44%).
  • White spirit consumer behavior: 36%, 33%, 32%, and 17% of men aged 22-44 purchased white/light rum, flavored rum, gin, and mezcal, respectively, in the past 6 months, ahead of all other gender/age groups.

Market Opportunities for White Spirits Brands

As touched upon above, men and women present differences in their white spirit consumption and interests. Notably, distinct interests separate men and women in white spirit social media conversations, and some of these conversations are lacking presence in advertising. For example, white spirit brands that promote fun beyond bars and clubs and bring spirits into at-home entertaining and relaxing can find a strong audience in middle-aged women.

Younger men’s interest in smaller white spirits categories can also be a cultural extension of what whiskey has achieved, popularizing behaviors like collectability and sipping/tasting occasions. Brands that can build culture to be inclusive of this demographic are more apt to grow and compete against white spirits giants.

To discover more about the spirits market, read our dark spirits market report, or take a look at our extensive alcoholic drinks market research.

This Report Looks at the Following

  • Impact of inflation on the spirits market.
  • Premiumization in the spirits market.
  • Consumer interest in RTD cocktails.
  • Role of brand trust in the spirits market.

Key Players in the White Spirits Market

Companies: Fifth Generation, Inc., Diageo North America, E. & J. Distillers, Constellation Brands, Pernod Ricard USA, Beam Suntory, Heaven Hill Brands, Campari America, Bacardi USA, Stoli Group USA, Sazerac Company, Proximo Spirits, Brown-Forman Corporation, Mast-Jagermeister US, Luxco/MGP, William Grant & Sons, McCormick Distilling Company, Serralles USA, Fishbowl Spirits.

Brands: Tito’s Handmade Vodka, Smirnoff, New Amsterdam Vodka, Svedka, Absolut, Ketel One Vodka, Pinnacle Vodka, Burnett’s Vodka, Skyy, Grey Goose, Stoli, Platinum 7X, Barton’s Vodka, Deep Eddy, Skol Vodka, Jose Cuervo, Patron, 1800, Hornitos, Don Julio, Casamigos, Espolon Tequila, El Jimador, Termana, Sauza, Lunazul, Cazadores, Juarez, Montezuma Tequila, Milagro, Seagram’s Gin, Tanqueray, Bombay Sapphire, New Amsterdam Gin, Hendrick’s, Gordon’s Gin, Beefeater, Barton Gin, Gilbey’s Gin, Fleischmann’s Gin, Burnett’s White Satin Gin, Seagram’s Twisted Gin, Bombay Original, Crystal Palace Gin, McCormick Gin, Bacardi, Captain Morgan, Malibu, Admiral Nelson, Cruzan Rum, Sailor Jerry, The Kraken, Castillo, Appleton, Calico Jack Rum, Ronrico, Don Q, Parrot Bay, Blue Chair Bay, Barton Rum.

Expert Analysis from a Drinks Specialist

This report, written by Sydney Riebe, a leading analyst in the drinks sector, delivers in-depth commentary and analysis to highlight current trends in the white spirits market and add expert context to the numbers.

The white spirits market continues to see growth on the back of the fast-paced tequila segment, even in the face of economic uncertainty. Interest in premium offerings and brand loyalty among spirit consumers has created a market in which prioritization of quality and trust outweighs quantity. For seasoned spirit consumers, innovation in process and variety can move premium beyond price point. For new spirit consumers, RTD cocktails can be the gateway to discovery and lasting brand relationships.

Sydney Riebe - Analyst


Sydney Riebe
Associate Analyst, Food and Drink Reports

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top takeaways
                • Premium products continue to drive growth in the spirits market
                  • Figure 1: Total US sales and fan chart forecast of market, at current prices, 2017-27
                  • Figure 2: US volume sales of white spirits, 9-liter cases (000), by type, 2017-24
                  • Figure 3: Category outlook, 2022-27
                • Opportunities and challenges
                  • Brand loyalty remains strong across financial situations
                    • Figure 4: Alcohol spending behaviors, by financial health status, 2022
                  • Spirit consumption is a lifestyle for younger, male consumers
                    • Figure 5: Spirit attitudes, by gender and age, 2022
                  • Premium is becoming more subjective
                    • Figure 6: Trended premium spirit indicators, 2020-22
                  • RTD cocktails introduce younger consumers into the spirits market
                    • Figure 7: RTD cocktail attitudes, by age, 2022
                • Market Size and Forecast

                  • Spirits market continues to grow due to premiumization
                    • Figure 8: Total US sales and fan chart forecast of market, at current prices, 2017-27
                    • Figure 9: Total US sales and fan chart forecast of market, at current prices, 2017-27
                • Segment Performance

                  • Tequila continues rapid growth
                    • Figure 10: US volume sales of white spirits, 9-liter cases (000), by type, 2017-24
                • Market Factors

                  • Premium spirits can cushion market from inflationary concerns
                    • Figure 11: Consumer inflation behaviors, 2022
                  • Alcohol and sober curiosity are not mutually exclusive
                    • Figure 12: Sober curious select interests, 2022
                  • Agave shortage sparks alternatives conversation
                  • Key Players

                    • Smaller brands ride the craft Texas wave pioneered by Tito’s
                      • Figure 13: Volume sales of vodka, top 15 brands, thousand 9-liter cases, 2020-21
                    • Tequila continues strong growth on the back of premiumization
                      • Figure 14: Volume sales of tequila, top 15 brands, thousand 9-liter cases, 2020-21
                    • Hendrick’s is the ultimate craft aspiration
                      • Figure 15: Volume sales of gin, top 15 brands, thousand 9-liter cases, 2020-21
                    • Rum continues to struggle with identity
                      • Figure 16: Volume sales of rum, top 15 brands, thousand 9-liter cases, 2020-21
                  • Competitive Strategies and Market Opportunities

                    • Top tequila brands premium portfolio to align with consumer expectations
                      • Figure 17: Premium tequila releases, 2022
                    • American-made boosts the flavored vodka segment
                      • Stagnant spirits must create a recognizable culture to engage younger consumers
                        • Culture that can be built
                          • Culture that can be borrowed
                            • Market toward middle-aged women
                              • Figure 18: Social media posts that appeal to female topics surrounding white spirits, 2022
                            • Unfulfilled demand for tequila opens door for alternative agave-based spirits
                            • The Consumer – Fast Facts

                              • Trended Alcoholic Beverage Consumption

                                • White spirit consumption continues to rise
                                  • Figure 19: Trended alcoholic beverage consumption, any drink, 2019-22
                                • Middle-aged female consumers lead white spirits growth
                                  • Figure 20: Trended alcoholic beverage consumption, any drink, by gender and age, 2019-22
                              • White Spirit Purchases

                                • Flavored vodka makes gains through premium offerings
                                  • Figure 21: White spirit purchases by type, 2019-22
                                • Younger males pave the way for emerging spirits
                                  • Figure 22: White spirit purchases by type, by gender and age 2022
                              • Spirit Consumption Occasions by Format

                                • Return to on-premise has not dampened at-home cocktail creation
                                  • RTD cocktails flourish in event spaces
                                    • Figure 23: Spirit consumption occasions, by format, 2022
                                • Spirit Attitudes

                                  • Spirit consumption is a lifestyle for younger male consumers
                                    • Figure 24: Spirit attitudes, by gender and age, 2022
                                • RTD Attitudes

                                  • White spirit consumers reward desirable ingredients with willingness to spend
                                    • Figure 25: RTD cocktail attitudes, by white spirit consumers, 2022
                                  • RTD cocktails introduce younger consumers into the spirits market
                                    • Figure 26: RTD cocktail attitudes, by age, 2022
                                • Premium Spirit Attributes

                                  • Premium is becoming more subjective
                                    • Figure 27: Trended premium spirit indicators, 2020-22
                                  • On-premise experiences shape young Hispanics’ spirit preferences
                                    • Figure 28: Premium spirit indicators, by age and Hispanic origin, 2022
                                • Alcohol Spending Behaviors

                                  • Consumers have grown more actionable in their behaviors during financial uncertainty
                                    • Figure 29: Alcohol spending behaviors during financial uncertainty, 2020-22
                                  • Brand loyalty remains strong across financial situations
                                    • Figure 30: Alcohol spending behaviors, by financial health status, 2022
                                • White Spirit Associations

                                  • Tequila wins in social settings
                                    • Gin and rum lack quality associations
                                      • Figure 31: White spirit perceptions, 2022
                                  • Appendix – Data Sources and Abbreviations

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

                                                  • Figure 32: Total US sales and forecast of spirits, at inflation-adjusted prices, 2017-27

                                              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 tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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

                                              Click to show report

                                              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.

                                              Bell Logo - Mintel client
                                              Boots Logo - Mintel Client
                                              Kelloggs Logo - Mintel client
                                              Samsung Logo - Mintel client
                                              Nike Logo - Mintel client
                                              Walgreens Logo - Mintel client

                                              Want to speak to us directly?

                                              Contact us on via phone or fill out a form with your enquiry.

                                              Contact Us