Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Executive Summary
- White spirits more popular than dark spirits
- Vodka--Asians outdrink others
- Rum is a festive spirit, especially among young consumers
- Gin--ready for innovation and variety
- Tequila--good for a wild night!
- Bourbon--the most popular dark spirit among younger consumers
- Canadian whisky, mature but getting younger
- Scotch--big with Asians
- Blended and rye--not very popular due to less pronounced taste
- Irish split across age lines: Jameson/younger--Bushmills/older
- Cognac' s younger image
- Brandy and Armagnac, while traditionally mature, is getting a facelift
- Cordials and liqueurs, forever young
- Prepared cocktails--variety is the spice of life
- Market Drivers
- Demographic influence on the distilled spirits market
- Figure 1: Alcoholic beverage consumption, by age, May 2005-June 2006
- Figure 2: Americans who drank one or more alcoholic beverages in the
past year, by age, 2005
- Figure 3: U.S. population and projections, by age, 2001-11
- Premium spirits--affordable luxuries and symbols of status
- Figure 4: Total U.S. top 20 high-growth brands of distilled spirits,
2004 and 2005
- Flavor innovations attract younger consumers
- Figure 5: Flavored distilled spirits consumption, by age, January 2007
- Competition from other alcoholic beverages
- Figure 6: Volume sales and market share for beer, distilled spirits and
wine, 2001-05
- Figure 7: Dollar sales and market share for beer, distilled spirits and
wine*, 2001-05
- Laws governing spirits retailing restrict selling on Christmas and New
Year during 2006/07
- Overview of Distilled Spirits Drinking
- Introduction
- Distilled spirits versus other alcoholic beverages
- Figure 8: Incidence of consumption of distilled spirits versus other
alcoholic beverages, by gender, May 2005-June 2006
- Figure 9: Incidence of consumption of distilled spirits versus other
alcoholic beverages, by age, May 2005-June 2006
- Incidence of distilled spirits drinking
- Figure 10: Distilled spirits drinkers, white vs dark, 2002-06
- Figure 11: Distilled spirits drinkers, white vs dark, by age, May
2005-June 2006
- Figure 12: Distilled spirits drinkers, white vs dark, by household
income, May 2005-June 2006
- White and dark spirits penetration by types
- Figure 13: Consumption of specific distilled spirit types, by gender,
May 2005-June 2006
- The White Spirit Consumer
- Introduction
- Vodka
- Capsule summary
- Incidence of vodka consumption
- Figure 14: Vodka drinkers, by age, May 2005-June 2006
- Figure 15: Vodka drinkers, by race/ethnicity, May 2005-June 2006
- Figure 16: Vodka drinkers, by household income, May 2005-June 2006
- Frequency of vodka consumption
- Figure 17: Number of drinks of vodka in the past 30 days, 2002-06
- Figure 18: Number of drinks of vodka in the past 30 days, by age, May
2005-June 2006
- Figure 19: Number of drinks of vodka in the past 30 days, by
race/ethnicity, May 2005-June 2006
- Figure 20: Number of drinks of vodka in the past 30 days, by household
income, May 2005-June 2006
- Vodka consumption by brands
- Figure 21: Vodka consumption by brands, by age, May 2005-June 2006
- Vodka drinkers by the place of consumption
- Figure 22: Where people drink vodka, by age, January 2007
- Experiential perception of vodka
- Figure 23: Experiential perception of vodka, by age, January 2007
- Rum
- Capsule summary
- Incidence of rum consumption
- Figure 24: Rum drinkers, by age, May 2005-June 2006
- Figure 25: Rum drinkers, by household income, May 2005-June 2006
- Rum consumption by type
- Figure 26: Rum consumption by type, by age, May 2005-June 2006
- Frequency of rum consumption
- Figure 27: Number of drinks of rum in the past 30 days, 2002-06
- Figure 28: Number of drinks of rum in the past 30 days, by age, May
2005-June 2006
- Figure 29: Number of drinks of rum in the past 30 days, by household
income, May 2005-June 2006
- Rum consumption by brands
- Figure 30: Rum consumption by brands, by age, May 2005-June 2006
- Rum drinkers by the place of consumption
- Figure 31: Where people drink rum, by age, January 2007
- Experiential perception of rum
- Figure 32: Experiential perception of rum, by age, January 2007
- Tequila
- Capsule summary
- Incidence of tequila consumption
- Figure 33: Tequila drinkers, by age, May 2005-June 2006
- Figure 34: Tequila drinkers, by race/ethnicity, May 2005-June 2006
- Figure 35: Tequila drinkers, by household income, May 2005-June 2006
- Frequency of tequila consumption
- Figure 36: Number of drinks of tequila in the past 30 days, 2002-06
- Figure 37: Number of drinks of tequila in the past 30 days, by age, May
2005-June 2006
- Figure 38: Number of drinks of tequila in the past 30 days, by
race/ethnicity, May 2005-June 2006
- Figure 39: Number of drinks of tequila in the past 30 days, by household
income, May 2005-June 2006
- Tequila consumption by brands
- Figure 40: Tequila consumption by brands, by age, May 2005-June 2006
- Tequila drinkers by the place of consumption
- Figure 41: Where people drink tequila, by age, January 2007
- Experiential perception of tequila
- Figure 42: Experiential perception of tequila, by age, January 2007
- Gin
- Capsule summary
- Incidence of gin consumption
- Figure 43: Gin drinkers, by age, May 2005-June 2006
- Figure 44: Gin drinkers, by race/ethnicity, May 2005-June 2006
- Figure 45: Gin drinkers, by household income, May 2005-June 2006
- Frequency of gin consumption
- Figure 46: Number of drinks of gin in the past 30 days, 2002-06
- Figure 47: Number of drinks of gin in the past 30 days, by age, May
2005-June 2006
- Figure 48: Number of drinks of gin in the past 30 days, by household
income, May 2005-June 2006
- Gin consumption by brands
- Figure 49: Gin consumption by brands, by age, May 2005-June 2006
- Gin drinkers by the place of consumption
- Figure 50: Where people drink gin, by age, January 2007
- Experiential perception of gin
- Figure 51: Experiential perception of gin, by age, January 2007
- The Dark Spirits Consumer
- Introduction
- Bourbon whiskey
- Capsule summary
- Incidence of Bourbon whiskey consumption
- Figure 52: Bourbon whiskey drinkers, by age, May 2005-June 2006
- Figure 53: Bourbon whiskey drinkers, by race/ethnicity, May 2005-June
2006
- Frequency of bourbon whiskey consumption
- Figure 54: Number of drinks of bourbon whiskey in the past 30 days, by
age, May 2005-June 2006
- Figure 55: Number of drinks of bourbon whiskey in the past 30 days, by
race/ethnicity, May 2005-June 2006
- Bourbon whiskey consumption by brands
- Figure 56: Bourbon whiskey consumption by brands, by age, May 2005-June
2006
- Canadian whisky
- Capsule summary
- Incidence of Canadian whisky consumption
- Figure 57: Canadian whisky drinkers, by race/ethnicity, May 2005-June
2006
- Frequency of Canadian whisky consumption
- Figure 58: Number of drinks of Canadian whisky in the past 30 days,
2002-06
- Figure 59: Number of drinks of Canadian whisky in the past 30 days, by
race/ethnicity, May 2005-June 2006
- Canadian whisky consumption by brands
- Figure 60: Canadian whisky consumption by brands, by age, May 2005-June
2006
- Scotch whisky
- Capsule summary
- Incidence of Scotch whisky consumption
- Figure 61: Scotch whisky drinkers, by age, May 2005-June 2006
- Figure 62: Scotch whisky drinkers, by race/ethnicity, May 2005-June 2006
- Frequency of Scotch whisky consumption
- Figure 63: Number of drinks of Scotch whisky in the past 30 days, by
age, May 2005-June 2006
- Figure 64: Number of drinks of Scotch whisky in the past 30 days, by
race/ethnicity, May 2005-June 2006
- Scotch whisky consumption by brands
- Figure 65: Scotch whisky consumption by brands, by age, May 2005-June
2006
- Blended whiskey and rye
- Capsule summary
- Incidence of blended whiskey and rye consumption
- Figure 66: Blended whiskey or rye drinkers, by race/ethnicity, May
2005-June 2006
- Frequency of blended whiskey consumption
- Figure 67: Number of drinks of blended whiskey or rye in the past 30
days, by race/ethnicity,
- Blended whiskey or rye consumption by brands
- Figure 68: Blended whiskey consumption by brands, by age, May 2005-June
2006
- Irish whiskey
- Capsule summary
- Incidence of Irish whiskey consumption
- Figure 69: Irish whiskey drinkers, by household income, May 2005-June
2006
- Frequency of Irish whiskey consumption
- Figure 70: Number of drinks of Irish whiskey in the past 30 days, by
household income, May 2005-June 2006
- Irish whiskey consumption by brands
- Figure 71: Irish whiskey consumption by brands, by age, May 2005-June
2006
- Whiskey/bourbon drinkers (all types) by the place of consumption
- Figure 72: Where people drink whiskey/bourbon, by age, January 2007
- Experiential perception of whiskey
- Figure 73: Experiential perception of whiskey, by age, January 2007
- Cognac
- Capsule summary
- Incidence of Cognac consumption
- Figure 74: Cognac drinkers, by race/ethnicity, May 2005-June 2006
- Figure 75: Cognac drinkers, by household income, May 2005-June 2006
- Frequency of Cognac consumption
- Figure 76: Number of drinks of Cognac in the past 30 days, by
race/ethnicity, May 2005-June 2006
- Cognac consumption by brands
- Figure 77: Cognac consumption by brands, by age, May 2005-June 2006
- Figure 78: Cognac consumption by brands, by race/ethnicity, May
2005-June 2006
- Figure 79: Cognac consumption by brands, by household income, May
2005-June 2006
- Brandy and Armagnac
- Capsule summary
- Incidence of brandy and Armagnac consumption
- Figure 80: Brandy and Armagnac drinkers, by race/ethnicity, May
2005-June 2006
- Frequency of brandy and Armagnac consumption
- Figure 81: Number of drinks of brandy and Armagnac in the past 30 days,
by age, May 2005-June 2006
- Figure 82: Number of drinks of brandy and Armagnac in the past 30 days,
by race/ethnicity,
- Brandy and Armagnac consumption by brands
- Figure 83: Brandy and Armagnac consumption by brands, by age, May
2005-June 2006
- Figure 84: Brandy and Armagnac consumption by brands, by race/ethnicity,
May 2005-June 2006
- Brandy and Cognac drinkers by the place of consumption
- Figure 85: Where people drink brandy and Cognac, by age, January 2007
- The Cordial, Liqueur and Prepared Cocktail Consumer
- Introduction
- Cordials and liqueurs
- Capsule summary
- Incidence of cordial and liqueur consumption
- Figure 86: Cordial and liqueur drinkers, by age, May 2005-June 2006
- Figure 87: Cordial and liqueur drinkers, by household income, May
2005-June 2006
- Frequency of cordial and liqueurs consumption
- Figure 88: Number of drinks of cordials and liqueurs in the past 30
days, by age, May 2005-June 2006
- Liqueur consumption by type
- Figure 89: Cream vs. non-cream liqueur consumption, by gender, May
2005-June 2006
- Cordial and liqueur consumption by brands
- Figure 90: Cordial and liqueur consumption by brands, by age, May
2005-June 2006
- Figure 91: Cordial and liqueur consumption by brands, by race/ethnicity,
May 2005-June 2006
- Cordial and liqueur drinkers by the place of consumption
- Figure 92: Where do people drink cordials and liqueurs, by age, January
2007
- Prepared cocktails
- Capsule summary
- Incidence of prepared cocktail consumption
- Figure 93: Prepared cocktail drinkers, by age, May 2005-June 2006
- Figure 94: Prepared cocktail drinkers, by race/ethnicity, May 2005-June
2006
- Frequency of drinking prepared cocktails
- Figure 95: Number of drinks of prepared cocktails in the past 30 days,
by age, May 2005-June 2006
- Figure 96: Number of drinks of prepared cocktails in the past 30 days,
by race/ethnicity, May 2005-June 2006
- Prepared cocktail consumption by brands
- Figure 97: Prepared cocktail consumption by brands, by age, May
2005-June 2006
- Figure 98: Prepared cocktail consumption by brands, by race/ethnicity,
May 2005-June 2006
- Consumer Attitudes and Behavior Regarding Distilled Spirits
- Introduction
- Attitudes towards distilled spirits
- Figure 99: Attitudes towards distilled spirits, by age, January 2007
- Ability to make a "good drink" with white or dark spirits
- Figure 100: Ability to make a "good drink" with white or dark spirits,
by gender, January 2007
- Distilled spirits and mixers, garnishes and chasers
- Figure 101: Mixers and garnishes used for all types spirits, by age,
January 2007
- Choice of retail channels to purchase distilled spirits
- Figure 102: Choice of retail channels to purchase distilled spirits, by
age, January 2007
- Attitude towards packaging
- Figure 103: Attitude towards packaging, by age, January 2007
- Consumption of flavored distilled spirits
- Figure 104: Flavored distilled spirits consumption, by age, January 2007
- Frequency of asking for a distilled spirit by brand name
- Figure 105: Frequency of asking for a distilled spirit by brand name, by
age, January 2007
- Figure 106: Frequency of asking for a distilled spirit by brand name, by
household income, January 2007
- Future and Forecast
- Future trends
- Age trend influence on the market
- Figure 107: U.S. population and projections, by age, 2001-11
- Continued trend towards flavored and premium distilled spirits
- Continued trend towards cocktail culture
- Popularity of energy drinks as a mixer benefits the cocktail culture
- New mixers and distilled spirits flavors benefit the cocktail culture
- Hispanic population likely to become an important growth driver
- Figure 108: Consumption of distilled spirits and cordials/liqueurs by
Hispanics, by age, May 2005-June 2006
- Figure 109: Population, by race and Hispanic origin, 2001-11
- Appendix: Trade Associations
- Appendix: New Product Briefs
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