US White Spirits Market Report 2024

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:

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.