Spirits in the US to 2014

This databook provides key data and information on the spirits market in the US. This report is a comprehensive resource for market, category and segment level data including value, volume, distribution share and company & brand share. This report also provides expenditure and consumption data for the historic and forecast periods.

• Contains information on eight categories; whisk(e)y, gin & genever, liqueurs, vodka, tequila & mezcal, rum, specialty spirits and brandy
• Market,category and segment level information on value, volume, and expenditure & consumption, with historic (2004-09) and forecast (2010-14) data
• Category level company and brand share as well as distribution share information for 2008 and 2009
• Review of the top two companies within the spirits market, including company overview, key facts and business description

The market for spirits in the US increased at a compound annual growth rate of 2.7% between 2004 and 2009.

The whisk(e)y category led the spirits market in the US, accounting for a share of 28.4%.

Leading players in US spirits market include Diageo plc, Pernod Ricard and Fortune Brands, Inc.

• Develop business strategies by understanding the quantitative trends within the spirits market in the US
• Design effective marketing and sales strategies by identifying key market categories and segments
• Identify key players within the market to plan lucrative M&A, partnerships and agreements

Table of contents

Chapter 1 Executive Summary
Summary market level: spirits
Summary category level: brandy
Summary category level: liqueurs
Summary category level: rum
Summary category level: specialty spirits
Summary category level: gin & genever
Summary category level: whisk(e)y
Summary category level: tequila & mezcal
Summary category level: vodka

Chapter 2 Introduction
What is this report about?
How to use this report
Market definition

Chapter 3 Market Overview
Value analysis (US Dollar), 2004-09
Value analysis (US Dollar), 2009-14
Volume analysis, 2004-09
Volume analysis, 2009-14
Company and brand share analysis
Distribution analysis
Expenditure and consumption per capita

Chapter 4 Leading Company Profiles
Diageo plc
Pernod Ricard SA

Chapter 5 Category Analysis: Brandy
Value analysis (US Dollar), 2004-09
Value analysis (US Dollar), 2009-14
Volume analysis, 2004-09
Volume analysis, 2009-14
Company and brand share analysis
Distribution analysis
Expenditure and consumption per capita

Chapter 6 Category Analysis: Liqueurs
Value analysis (US Dollar), 2004-09
Value analysis (US Dollar), 2009-14
Volume analysis, 2004-09
Volume analysis, 2009-14
Company and brand share analysis
Distribution analysis
Expenditure and consumption per capita

Chapter 7 Category Analysis: Rum
Value analysis (US Dollar), 2004-09
Value analysis (US Dollar), 2009-14
Volume analysis, 2004-09
Volume analysis, 2009-14
Company and brand share analysis
Distribution analysis
Expenditure and consumption per capita

Chapter 8 Category Analysis: Specialty Spirits
Value analysis (US Dollar), 2004-09
Value analysis (US Dollar), 2009-14
Volume analysis, 2004-09
Volume analysis, 2009-14
Company and brand share analysis
Distribution analysis
Expenditure and consumption per capita

Chapter 9 Category Analysis: Gin & Genever
Value analysis (US Dollar), 2004-09
Value analysis (US Dollar), 2009-14
Volume analysis, 2004-09
Volume analysis, 2009-14
Company and brand share analysis
Distribution analysis
Expenditure and consumption per capita

Chapter 10 Category Analysis: Whisk(e)y
Value analysis (US Dollar), 2004-09
Value analysis (US Dollar), 2009-14
Volume analysis, 2004-09
Volume analysis, 2009-14
Company and brand share analysis
Distribution analysis
Expenditure and consumption per capita

Chapter 11 Category Analysis: Tequila & Mezcal
Value analysis (US Dollar), 2004-09
Value analysis (US Dollar), 2009-14
Volume analysis, 2004-09
Volume analysis, 2009-14
Company and brand share analysis
Distribution analysis
Expenditure and consumption per capita

Chapter 12 Category Analysis: Vodka
Value analysis (US Dollar), 2004-09
Value analysis (US Dollar), 2009-14
Volume analysis, 2004-09
Volume analysis, 2009-14
Company and brand share analysis
Distribution analysis
Expenditure and consumption per capita

Chapter 13 Country Comparison
Value
Volume
Market share

Chapter 14 New Product Development
Product launches over time
Recent product launches

Chapter 15 Macroeconomic Profile
Macroeconomic Indicators

Chapter 16 Research Methodology
Methodology overview
Secondary research
Market modeling
Creating an initial data model
Revising the initial data model
Creating a final estimate
Creating demographic value splits
Primary research
Data finalization
Ongoing research

Chapter 17 Appendix
Future readings
How to contact experts in your industry
Disclaimer

LIST OF FIGURES
Figure 1: Spirits, US, value by category ($m), 2004-14
Figure 2: Spirits, US, category growth comparison, by value, 2004-14
Figure 3: Spirits, US, volume by category (liters, million), 2004-14
Figure 4: Spirits, US, category growth comparison, by volume, 2004-14
Figure 5: Spirits, US, company share by volume (%), 2008-09
Figure 6: Spirits, US, distribution channels by volume (%), 2008-09
Figure 7: Brandy, US, value by segment ($m), 2004-14
Figure 8: Brandy, US, category growth comparison, by value, 2004-14
Figure 9: Brandy, US, volume by segment (liters, million), 2004-14
Figure 10: Brandy, US, category growth comparison, by volume, 2004-14
Figure 11: Brandy, US, company share by volume (%), 2008-09
Figure 12: Brandy, US, distribution channels by volume (%), 2008-09
Figure 13: Liqueurs, US, value by segment ($m), 2004-14
Figure 14: Liqueurs, US, category growth comparison, by value, 2004-14
Figure 15: Liqueurs, US, volume by segment (liters, million), 2004-14
Figure 16: Liqueurs, US, category growth comparison, by volume, 2004-14
Figure 17: Liqueurs, US, company share by volume (%), 2008-09
Figure 18: Liqueurs, US, distribution channels by volume (%), 2008-09
Figure 19: Rum, US, value by segment ($m), 2004-14
Figure 20: Rum, US, category growth comparison, by value, 2004-14
Figure 21: Rum, US, volume by segment (liters, million), 2004-14
Figure 22: Rum, US, category growth comparison, by volume, 2004-14
Figure 23: Rum, US, company share by volume (%), 2008-09
Figure 24: Rum, US, distribution channels by volume (%), 2008-09
Figure 25: Specialty spirits, US, value by segment ($m), 2004-14
Figure 26: Specialty spirits, US, volume by segment (liters, million), 2004-14
Figure 27: Specialty spirits, US, company share by volume (%), 2008-09
Figure 28: Specialty spirits, US, distribution channels by volume (%), 2008-09
Figure 29: Gin & genever, US, value ($m), 2004-14
Figure 30: Gin & genever, US, volume (liters, million), 2004-14
Figure 31: Gin & genever, US, company share by volume (%), 2008-09
Figure 32: Gin & genever, US, distribution channels by volume (%), 2008-09
Figure 33: Whisk(e)y, US, value by segment ($m), 2004-14
Figure 34: Whisk(e)y, US, category growth comparison, by value, 2004-14
Figure 35: Whisk(e)y, US, volume by segment (liters, million), 2004-14
Figure 36: Whisk(e)y, US, category growth comparison, by volume, 2004-14
Figure 37: Whisk(e)y, US, company share by volume (%), 2008-09
Figure 38: Whisk(e)y, US, distribution channels by volume (%), 2008-09
Figure 39: Tequila & mezcal, US, value ($m), 2004-14
Figure 40: Tequila & mezcal, US, volume (liters, million), 2004-14
Figure 41: Tequila & mezcal, US, company share by volume (%), 2008-09
Figure 42: Tequila & mezcal, US, distribution channels by volume (%), 2008-09
Figure 43: Vodka, US, value by segment ($m), 2004-14
Figure 44: Vodka, US, category growth comparison, by value, 2004-14
Figure 45: Vodka, US, volume by segment (liters, million), 2004-14
Figure 46: Vodka, US, category growth comparison, by volume, 2004-14
Figure 47: Vodka, US, company share by volume (%), 2008-09
Figure 48: Vodka, US, distribution channels by volume (%), 2008-09
Figure 49: Global spirits market split (value terms, 2009), top five countries
Figure 50: Global spirits market value, 2004–09, top five countries
Figure 51: Global spirits market split (volume terms, 2009), top five countries
Figure 52: Global spirits market volume, 2004–09, top five countries
Figure 53: Annual data review process

LIST OF TABLES
Table 1: Spirits category definitions
Table 2: Spirits distribution channels
Table 3: Spirits, US, value by category ($m), 2004-09
Table 4: Spirits, US, value forecast by category ($m), 2009-14
Table 5: Spirits, US, volume by category (liters, million), 2004-09
Table 6: Spirits, US, volume forecast by category (liters, million), 2009-14
Table 7: Spirits, US, brand share by volume (%), 2008-09
Table 8: Spirits, US, volume by brand (liters, million), 2008-09
Table 9: Spirits, US, company share by volume (%), 2008-09
Table 10: Spirits, US, volume by company (liters, million), 2008-09
Table 11: Spirits, US, distribution channels by volume (%), 2008-09
Table 12: Spirits, US, volume by distribution channel (liters, million), 2008-09
Table 13: Spirits, US, expenditure per capita ($), 2004-09
Table 14: Spirits, US, forecast expenditure per capita ($), 2009-14
Table 15: Spirits, US, consumption per capita (liters), 2004-09
Table 16: Spirits, US, forecast consumption per capita (liters), 2009-14
Table 17: Diageo plc key facts
Table 18: Pernod Ricard SA key facts
Table 19: Brandy, US, value by segment ($m), 2004-09
Table 20: Brandy, US, value forecast by segment ($m), 2009-14
Table 21: Brandy, US, volume by segment (liters, million), 2004-09
Table 22: Brandy, US, volume forecast by segment (liters, million), 2009-14
Table 23: Brandy, US, brand share by volume (%), 2008-09
Table 24: Brandy, US, volume by brand (liters, million), 2008-09
Table 25: Brandy, US, company share by volume (%), 2008-09
Table 26: Brandy, US, volume by company (liters, million), 2008-09
Table 27: Brandy, US, distribution channels by volume (%), 2008-09
Table 28: Brandy, US, volume by distribution channel (liters, million), 2008-09
Table 29: Brandy, US, expenditure per capita ($), 2004-09
Table 30: Brandy, US, forecast expenditure per capita ($), 2009-14
Table 31: Brandy, US, consumption per capita (liters), 2004-09
Table 32: Brandy, US, forecast consumption per capita (liters), 2009-14
Table 33: Liqueurs, US, value by segment ($m), 2004-09
Table 34: Liqueurs, US, value forecast by segment ($m), 2009-14
Table 35: Liqueurs, US, volume by segment (liters, million), 2004-09
Table 36: Liqueurs, US, volume forecast by segment (liters, million), 2009-14
Table 37: Liqueurs, US, brand share by volume (%), 2008-09
Table 38: Liqueurs, US, volume by brand (liters, million), 2008-09
Table 39: Liqueurs, US, company share by volume (%), 2008-09
Table 40: Liqueurs, US, volume by company (liters, million), 2008-09
Table 41: Liqueurs, US, distribution channels by volume (%), 2008-09
Table 42: Liqueurs, US, volume by distribution channel (liters, million), 2008-09
Table 43: Liqueurs, US, expenditure per capita ($), 2004-09
Table 44: Liqueurs, US, forecast expenditure per capita ($), 2009-14
Table 45: Liqueurs, US, consumption per capita (liters), 2004-09
Table 46: Liqueurs, US, forecast consumption per capita (liters), 2009-14
Table 47: Rum, US, value by segment ($m), 2004-09
Table 48: Rum, US, value forecast by segment ($m), 2009-14
Table 49: Rum, US, volume by segment (liters, million), 2004-09
Table 50: Rum, US, volume forecast by segment (liters, million), 2009-14
Table 51: Rum, US, brand share by volume (%), 2008-09
Table 52: Rum, US, volume by brand (liters, million), 2008-09
Table 53: Rum, US, company share by volume (%), 2008-09
Table 54: Rum, US, volume by company (liters, million), 2008-09
Table 55: Rum, US, distribution channels by volume (%), 2008-09
Table 56: Rum, US, volume by distribution channel (liters, million), 2008-09
Table 57: Rum, US, expenditure per capita ($), 2004-09
Table 58: Rum, US, forecast expenditure per capita ($), 2009-14
Table 59: Rum, US, consumption per capita (liters), 2004-09
Table 60: Rum, US, forecast consumption per capita (liters), 2009-14
Table 61: Specialty spirits, US, value by segment ($m), 2004-09
Table 62: Specialty spirits, US, value forecast by segment ($m), 2009-14
Table 63: Specialty spirits, US, volume by segment (liters, million), 2004-09
Table 64: Specialty spirits, US, volume forecast by segment (liters, million), 2009-14
Table 65: Specialty spirits, US, brand share by volume (%), 2008-09
Table 66: Specialty spirits, US, volume by brand (liters, million), 2008-09
Table 67: Specialty spirits, US, company share by volume (%), 2008-09
Table 68: Specialty spirits, US, volume by company (liters, million), 2008-09
Table 69: Specialty spirits, US, distribution channels by volume (%), 2008-09
Table 70: Specialty spirits, US, volume by distribution channel (liters, million), 2008-09
Table 71: Specialty spirits, US, expenditure per capita ($), 2004-09
Table 72: Specialty spirits, US, forecast expenditure per capita ($), 2009-14
Table 73: Specialty spirits, US, consumption per capita (liters), 2004-09
Table 74: Specialty spirits, US, forecast consumption per capita (liters), 2009-14
Table 75: Gin & genever, US, value ($m), 2004-09
Table 76: Gin & genever, US, value forecast ($m), 2009-14
Table 77: Gin & genever, US, volume (liters, million), 2004-09
Table 78: Gin & genever, US, volume forecast (liters, million), 2009-14
Table 79: Gin & genever, US, brand share by volume (%), 2008-09
Table 80: Gin & genever, US, volume by brand (liters, million), 2008-09
Table 81: Gin & genever, US, company share by volume (%), 2008-09
Table 82: Gin & genever, US, volume by company (liters, million), 2008-09
Table 83: Gin & genever, US, distribution channels by volume (%), 2008-09
Table 84: Gin & genever, US, volume by distribution channel (liters, million), 2008-09
Table 85: Gin & genever, US, expenditure per capita ($), 2004-09
Table 86: Gin & genever, US, forecast expenditure per capita ($), 2009-14
Table 87: Gin & genever, US, consumption per capita (liters), 2004-09
Table 88: Gin & genever, US, forecast consumption per capita (liters), 2009-14
Table 89: Whisk(e)y, US, value by segment ($m), 2004-09
Table 90: Whisk(e)y, US, value forecast by segment ($m), 2009-14
Table 91: Whisk(e)y, US, volume by segment (liters, million), 2004-09
Table 92: Whisk(e)y, US, volume forecast by segment (liters, million), 2009-14
Table 93: Whisk(e)y, US, brand share by volume (%), 2008-09
Table 94: Whisk(e)y, US, volume by brand (liters, million), 2008-09
Table 95: Whisk(e)y, US, company share by volume (%), 2008-09
Table 96: Whisk(e)y, US, volume by company (liters, million), 2008-09
Table 97: Whisk(e)y, US, distribution channels by volume (%), 2008-09
Table 98: Whisk(e)y, US, volume by distribution channel (liters, million), 2008-09
Table 99: Whisk(e)y, US, expenditure per capita ($), 2004-09
Table 100: Whisk(e)y, US, forecast expenditure per capita ($), 2009-14
Table 101: Whisk(e)y, US, consumption per capita (liters), 2004-09
Table 102: Whisk(e)y, US, forecast consumption per capita (liters), 2009-14
Table 103: Tequila & mezcal, US, value ($m), 2004-09
Table 104: Tequila & mezcal, US, value forecast ($m), 2009-14
Table 105: Tequila & mezcal, US, volume (liters, million), 2004-09
Table 106: Tequila & mezcal, US, volume forecast (liters, million), 2009-14
Table 107: Tequila & mezcal, US, brand share by volume (%), 2008-09
Table 108: Tequila & mezcal, US, volume by brand (liters, million), 2008-09
Table 109: Tequila & mezcal, US, company share by volume (%), 2008-09
Table 110: Tequila & mezcal, US, volume by company (liters, million), 2008-09
Table 111: Tequila & mezcal, US, distribution channels by volume (%), 2008-09
Table 112: Tequila & mezcal, US, volume by distribution channel (liters, million), 2008-09
Table 113: Tequila & mezcal, US, expenditure per capita ($), 2004-09
Table 114: Tequila & mezcal, US, forecast expenditure per capita ($), 2009-14
Table 115: Tequila & mezcal, US, consumption per capita (liters), 2004-09
Table 116: Tequila & mezcal, US, forecast consumption per capita (liters), 2009-14
Table 117: Vodka, US, value by segment ($m), 2004-09
Table 118: Vodka, US, value forecast by segment ($m), 2009-14
Table 119: Vodka, US, volume by segment (liters, million), 2004-09
Table 120: Vodka, US, volume forecast by segment (liters, million), 2009-14
Table 121: Vodka, US, brand share by volume (%), 2008-09
Table 122: Vodka, US, volume by brand (liters, million), 2008-09
Table 123: Vodka, US, company share by volume (%), 2008-09
Table 124: Vodka, US, volume by company (liters, million), 2008-09
Table 125: Vodka, US, distribution channels by volume (%), 2008-09
Table 126: Vodka, US, volume by distribution channel (liters, million), 2008-09
Table 127: Vodka, US, expenditure per capita ($), 2004-09
Table 128: Vodka, US, forecast expenditure per capita ($), 2009-14
Table 129: Vodka, US, consumption per capita (liters), 2004-09
Table 130: Vodka, US, forecast consumption per capita (liters), 2009-14
Table 131: Global spirits market value, 2009
Table 132: Global spirits market split (value terms ($m), 2009), top five countries
Table 133: Global spirits market volume, 2009
Table 134: Global spirits market split (volume terms, 2009), top five countries
Table 135: Leading players, top five countries
Table 136: US spirits new product launches reports, by company (top five companies), 2009
Table 137: US spirits new product launches SKUs, by company (top five companies), 2009
Table 138: US spirits new product launches (reports), by flavor and fragrances (top 10 flavors), 2009
Table 139: US spirits new product launches (reports), by ingredients (top 10 ingredients), 2009
Table 140: US spirits new product launches (reports), by package tags or claims (top 10 claims), 2009
Table 141: US spirits new product launches - recent five launches (2009)
Table 142: US population, by age group, 2004-09 (millions)
Table 143: US population forecast, by age group, 2009-14 (millions)
Table 144: US population, by gender, 2004-09 (millions)
Table 145: US population forecast, by gender, 2009-14 (millions)
Table 146: US nominal GDP, 2004-09 ($bn, nominal prices)
Table 147: US nominal GDP forecast, 2009-14 ($bn, nominal prices)
Table 148: US real GDP, 2004-09 ($bn, 2000 prices)
Table 149: US real GDP forecast, 2009-14 ($bn, 2000 prices)
Table 150: US consumer price index, 2004-09 (2000=100)
Table 151: US consumer price index, 2009-14 (2000=100)

Related research categories

By sector: Spirits

By market: United States (in North America)