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Dark Spirits - US - December 2015

Published By :

Mintel

Published Date : Dec 2015

Category :

Alcoholic Beverages

No. of Pages : N/A

Growth has been small but consistent year-over-year from 2011 to 2015 (est). Overall sales are expected to continue gradually upward at a similar pace, as dark spirits add some growth through trending consumer interest

Table of Content

Overview

What you need to know
Definition

Executive Summary

The issues
Modest category growth
Figure 1: US volume sales of dark spirits, 2010-20
More consumers drink white spirits
Figure 2: Spirit preference, September 2015
Rum struggles
Figure 3: Dark spirits consumption – Rum, September 2015
The opportunities
Opportunities to encourage intermediate drinkers to trade up
Figure 4: Dark spirit experience level, September 2015
Flavor innovation creates new dark spirits experiences
Figure 5: Consumption and interest in flavors, September 2015
Drinkers appreciate specialized, unique attributes
Figure 6: Dark spirits attributes, September 2015
What it means

The Market – What You Need to Know

Distilled spirits slow growth continues
Dark spirits segments see growth
Dark spirits category faces competition with white spirits
Consumers drink most spirits off-premise

Market Size and Forecast

Distilled spirits sales grow, albeit slowly
Figure 7: Total US sales and fan chart forecast of distilled spirits*, at current prices, 2010-20
Figure 8: Total US retail sales and forecast of distilled spirits*, at current prices, 2010-20
Figure 9: Total US retail sales and forecast of distilled spirits*, at inflation-adjusted prices, 2010-20

Market Breakdown

Dark spirits volume
Figure 10: US volume sales of dark spirits, 2010-20
Whiskey/whisky, brandy segments maintain growth
Figure 11: US volume sales and forecast of dark spirits, 2010-20
Figure 12: US volume sales and forecast of dark spirits – Percentage change, by type, 2010-15
American straight, Irish whiskeys see greatest growth
US volume sales of whiskey/whisky, by 9-liter cases (000)
Figure 13: US volume sales of whiskey/whisky, 2010-20
Figure 14: US volume sales of whiskey/whisky – Percentage change, 2010-20

Market Perspective

Dark spirits versus white spirits consumption
Figure 15: Spirit preference, September 2014
Figure 16: White spirit consumption, June 2015
Figure 17: Dark spirit consumption, September 2015
White versus dark rum
Figure 18: Rum consumption, by type, trended 2011-15
On-premise volume sales cannot compete with off-premise sales
Figure 19: US volume sales of dark and white distilled spirits, by channel, 2010-15
Figure 20: Drinking locations – Liquor, by gender, April 2014 to June 2015

Market Factors

Millennials driving spirits preferences
Figure 21: Population, by generation, 2010-20
Millennials becoming parents
Figure 22: Households with own children, by age of householder, 2013
Hispanic population experiencing growth
Figure 23: Population by race and Hispanic origin, 2010-20
Figure 24: Households with own children, by race and Hispanic origin of householder, 2013

Key Players – What You Need to Know

Super-premium spirits fueling growth
Innovation driven by quality ingredients, flavors, production methods

Leading Companies – Whiskey/Whisky

American whiskey
Figure 25: Beach Whiskey, August 2015
Trended brand consumption, by straight bourbon whiskey
Figure 26: Bourbon whiskey consumption, by brand, trended 2011-15
Figure 27: Bourbon whiskey mean consumption, by number of drinks in past 30 days, by brand, trended 2011-15
Trended brand consumption, by blended and rye whiskey
Figure 28: Blended and rye whiskey consumption, by brand, trended 2011-15
Figure 29: Blended and rye whiskey mean consumption, by number of drinks in past 30 days, by brand, trended 2011-15
Canadian whisky
Trended brand consumption, by Canadian whisky
Figure 30: Canadian whiskey consumption, by brand, trended 2011-15
Figure 31: Canadian whiskey mean consumption, by number of drinks in past 30 days, by brand, trended 2011 2015
Scotch whisky
Trended brand consumption, by Scotch whisky
Figure 32: Scotch whisky consumption, by brand, trended 2011-15
Figure 33: Scotch whisky mean consumption, by number of drinks in past 30 days, by brand, trended 2011-15
Irish whiskey
Trended brand consumption, by Irish whiskey
Figure 34: Irish whiskey consumption, by brand, trended 2011-15
Figure 35: Irish whiskey mean consumption, by number of drinks in past 30 days, by brand, trended 2011-15

Leading Companies – Rum

Total rum struggles, potential for premium offerings
Trended brand consumption, by rum
Figure 36: Rum consumption, by brand, trended 2011-15
Figure 37: Rum mean consumption, by number of drinks in past 30 days, by brand, trended 2011-15

Leading Companies – Brandy

Brandy evolves to current drinking trends
Trended brand consumption, by brandy
Figure 38: Brandy consumption, by brand, trended 2011-15
Figure 39: Brandy mean consumption, by number of drinks in past 30 days, by brand, trended 2011-15

What’s Next?

Innovative barrel aging for unique expressions
New, historic, and complex flavors
Dark spirits cocktails

The Consumer – What You Need to Know

Men, older Millennials among dark spirits core consumers
Majority intermediate dark spirits drinkers
Majority of dark spirits consumers drink a variety of types
Interest in fruit, barrel flavor development
Millennials shop at a variety of locations
Consumer age drives pricing preferences

Core Consumers

Men as dark spirits drinkers
Figure 40: Dark spirits consumption, by gender, September 2015
Millennials reinventing dark spirits category
Figure 41: Dark spirits consumption, by generation, September 2015
Parents heavy dark spirits drinkers
Figure 42: Dark spirits consumption, by parental status, September 2015
The Hispanic dark spirits consumer
Figure 43: Dark spirits consumption, by Hispanic origin, September 2015

Experience Level

Majority intermediate dark spirits drinkers
Figure 44: Dark spirit experience level, September 2015
Who is the advanced dark spirits drinker?
Who is the intermediate dark spirits drinker?
Who is the beginner dark spirits drinker?

Dark Spirits Cross-consumption

Majority of dark spirits consumers drink a variety of types
Figure 45: Dark spirit consumption – Any drink, by dark spirit consumption – Any drink, September 2015
Figure 46: Dark spirit consumption – Rum, by dark spirit consumption – Any whiskey/whisky and any brandy, September 2015
Figure 47: Dark spirit consumption – Brandy, by dark spirit consumption – Any whiskey/whisky and any rum, September 2015
Figure 48: Dark spirit consumption – Whiskey/whisky, by dark spirit consumption – Any rum and any brandy, September 2015

Whiskey/Whisky Drinkers

Kentucky bourbon, Tennessee whiskey most popular
Figure 49: Dark spirits consumption – Whiskey/whisky, by demographics, September 2015
Opportunities with advanced, intermediate drinkers
Figure 50: Dark spirits consumption – Whiskey/whisky, by experience level, September 2015
With soda preferred way to drink whiskey/whisky
Figure 51: Drink form – Whiskey/whisky, September 2015
Figure 52: Drink form – Whiskey/whisky, by demographics, September 2015
Figure 53: Drink form – Whiskey/whisky, by experience level, September 2015

Rum Drinkers

34% of consumers aged 22+ drink rum
Figure 54: Dark spirits consumption – Rum, by demographics, September 2015
Advanced, intermediate drinkers are heavy rum consumers
Figure 55: Dark spirits consumption – Rum, by experience level, September 2015
With soda preferred way to drink rum
Figure 56: Drink form – Rum, September 2015
Figure 57: Drink form – Rum, by demographics, September 2015
Figure 58: Drink form – Rum, by demographics, September 2015

Brandy Drinkers

More than one quarter drink brandies
Figure 59: Dark spirits consumption – Brandy, by demographics, September 2015
Advanced drinkers heaviest brandy consumers
Figure 60: Dark spirits consumption – Brandy, by experience level, September 2015
Neat/straight preferred brandy drink form
Figure 61: Drink form – Brandy, September 2015
Figure 62: Drink form – Brandy, by demographics, September 2015
Figure 63: Drink form – Brandy, by demographics, September 2015

Flavor Innovation

Interest in fruit, barrel flavor development
Figure 64: Consumption and interest in dark spirit flavors, September 2015
Age, gender drives flavored dark spirits consumption, interest
Figure 65: Flavors – Currently drinking, by demographic, September 2015
Figure 66: Flavors – Interested but not drinking, by demographic, September 2015
Figure 67: Flavors – Not interested not drinking, by demographic, September 2015
Advanced drinkers consume greatest flavor variety
Figure 68: Flavors – Currently drinking, by experience level, September 2015
Figure 69: Flavors – Interested not drinking, by experience level, September 2015
Figure 70: Flavors – Not interested not drinking, by experience level, September 2015

Attitudes and Behaviors

Dark spirits consumers look for familiarity, experiences
Figure 71: Attitudes, by demographics, September 2015
Consumers look beyond age and heritage, consider ingredient labels
Figure 72: Behaviors, by demographics, September 2015
Advanced drinkers introduce others to new dark spirits
Figure 73: Attitudes, by demographics, September 2015
Figure 74: Behaviors, by demographics, September 2015

Purchase Location

Millennials shop at a variety of locations
Figure 75: Purchase location, by demographics, September 2015
Online retail opportunity with advanced drinkers
Figure 76: Purchase location, by experience level, September 2015

Price Preferences

Consumer age drives pricing preferences
Figure 77: Price preference, by demographics, September 2015
Intermediate drinkers split between premium, mid-range pricing
Figure 78: Price preference, by experience level, September 2015

Preferred Attributes

Age, alcohol content important dark spirits attributes
Figure 79: Dark spirits attributes, September 2015
Figure 80: Dark spirits attributes, by demographics, September 2015
25% find straight whiskey/whisky important to their purchase
Figure 81: Whiskey/whisky attributes, September 2015
Advanced drinkers pay attention to details
Figure 82: Attributes, by experience level, September 2015

Appendix – Data Sources and Abbreviations

Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

Appendix – Market

Figure 83: US volume sales of dark spirits, 2010-15
Figure 84: US volume sales of dark spirits, by segment 2010-15
Figure 85: Total US retail sales of dark spirits, by segment, 2013 and 2015
Figure 86: Total US volume sales of whiskey/whisky, 2010-15
Figure 87: US volume sales of whiskey/whisky, by type, 2010-15
Figure 88: US volume sales of brandy/Cognac/Armagnac, 2010-15
Figure 89: US volume sales and forecast of total rum, 2010-20
Figure 90: US volume sales of dark and white distilled spirits, by channel, 2010-15

Appendix – Consumer

Figure 91: Whisky consumption, by core demographics, trended 2011-15
Figure 92: Brandy/Cognac consumption, by core demographics, trended 2011-15
Figure 93: Dark/golden rum consumption, by core demographics, trended 2011-15

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