Spirits premiumisation is in a healthy condition among US consumers, according to data released this week.
Trade association the Distilled Spirits Council of the United States (DISCUS) has released figures from its recently launched ‘Luxury Brand Index’, which tracks sales of spirits brands above an SRP of US$50 per 75cl bottle. The numbers indicate that in 2021, ‘luxury’ spirits brands in the country leapt by 43% in sales terms.
The organisation did not disclose whether the percentages represent sales by value or volumes.
Of the six spirits categories covered in the index, Tequila experienced the highest growth rate, at 75% last year on 2020. American whiskey also had a stellar year, at +46%, followed by Cognac. Scotch whisky's performance was stymied by 25% tariffs on single malt imports, which were suspended last March.
On a compound annual growth rate basis, the last five years have seen American whiskey and Tequila jockey for the top spot. Over in Irish whiskey, meanwhile, the five-year CAGR of 13%, coupled with the +9% showing last year, suggests the category will need to up its game at the premium end going forward.
“The spirits premiumisation trend of recent years accelerated to a new level in 2021,” said DISCUS' chief of public policy, Christine LoCascio. “Faced with restaurant and travel restrictions brought on by the pandemic, consumers increased their purchases of luxury spirits to elevate their cocktail experiences at home.”
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By GlobalDataDISCUS started running the 'Luxury Brand Index' tracker in October last year.
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