US: Craft spirits boom continues in US on-trade - figures

By | 11 July 2013

Craft Tequilas have the largest share of the spirits market among niche producers

Craft Tequilas have the largest share of the spirits market among niche producers

Craft spirits are continuing to significantly outpace mainstream brands in the US on-trade, with Tequila taking the largest share, according to latest figures. 

Volumes of craft spirits in bars and restaurants rose in the first three months of this year by 26% and are up by 29% in the second quarter to date, tracking group GuestMetrics reported today (11 July). By contrast, mainstream spirits brands saw on-trade volumes drop by 2% in Q1, but have recovered slightly in Q2, with volumes down by 1.1%. 

However, craft spirits' share of the US on-trade remains small. Niche producers accounted for 2.6% of the spirits market in this year's first quarter, rising to 3% in Q2-to-date. 

In terms of sub-categories, Tequila leads the way for craft's on-trade share with 4.9% of that market. This is followed by cordials (3.8%), vodka (3.5%), brandy/Cognac (3.5%), Bourbons/blends (2%), rum (1.6%) and gin (1.3%), with a "negligible" volume share in Scotch, Irish, and Canadian whiskies. 

The number of craft spirits brands sold in the US on-trade also rose by 7.6% in Q1. "We see this as a healthy sign for the underlying demand for craft spirits, given the growth is not just being driven by brand proliferation, and is likely a sign there is a lot of runway left for growth,” said Bill Pecoriello, GuestMetrics' CEO.

GuestMetrics previously reported that flavoured spirits made up half of US on-trade spirits volume growth in 2012.

Expert analysis

The Future of the Spirits Market in the US, to 2016

Future of the Spirits Market in the US, to 2016 is the result of Canadean’s extensive market research covering the Spirits market in the US.

Sectors: Spirits

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