Spirits in the US to 2014

Introduction

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.

Scope

*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

Highlights

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.

Reasons to Purchase

*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


Report Highlights

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TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: spirits 2
Summary category level: brandy 3
Summary category level: liqueurs 4
Summary category level: rum 5
Summary category level: specialty spirits 6
Summary category level: gin & genever 7
Summary category level: whisk(e)y 8
Summary category level: tequila & mezcal 9
Summary category level: vodka 10
Chapter 2 Introduction 11
What is this report about? 11
How to use this report 11
Market definition 12
Chapter 3 Market Overview 29
Value analysis (US Dollar), 2004?09 29
Value analysis (US Dollar), 2009?14 30
Volume analysis, 2004?09 32
Volume analysis, 2009?14 33
Company and brand share analysis 35
Distribution analysis 46
Expenditure and consumption per capita 48
Chapter 4 Leading Company Profiles 52
Diageo plc 52
Pernod Ricard SA 55
Chapter 5 Category Analysis: Brandy 57
Value analysis (US Dollar), 2004?09 57
Value analysis (US Dollar), 2009?14 58
Volume analysis, 2004?09 60
Volume analysis, 2009?14 61
Company and brand share analysis 63
Distribution analysis 67
Expenditure and consumption per capita 69
Chapter 6 Category Analysis: Liqueurs 71
Value analysis (US Dollar), 2004?09 71
Value analysis (US Dollar), 2009?14 72
Volume analysis, 2004?09 74
Volume analysis, 2009?14 75
Company and brand share analysis 77
Distribution analysis 82
Expenditure and consumption per capita 84
Chapter 7 Category Analysis: Rum 86
Value analysis (US Dollar), 2004?09 86
Value analysis (US Dollar), 2009?14 87
Volume analysis, 2004?09 89
Volume analysis, 2009?14 90
Company and brand share analysis 92
Distribution analysis 95
Expenditure and consumption per capita 97
Chapter 8 Category Analysis: Specialty Spirits 99
Value analysis (US Dollar), 2004?09 99
Value analysis (US Dollar), 2009?14 100
Volume analysis, 2004?09 102
Volume analysis, 2009?14 103
Company and brand share analysis 105
Distribution analysis 108
Expenditure and consumption per capita 110
Chapter 9 Category Analysis: Gin & Genever 112
Value analysis (US Dollar), 2004?09 112
Value analysis (US Dollar), 2009?14 113
Volume analysis, 2004?09 114
Volume analysis, 2009?14 115
Company and brand share analysis 116
Distribution analysis 120
Expenditure and consumption per capita 122
Chapter 10 Category Analysis: Whisk(e)y 124
Value analysis (US Dollar), 2004?09 124
Value analysis (US Dollar), 2009?14 125
Volume analysis, 2004?09 127
Volume analysis, 2009?14 128
Company and brand share analysis 130
Distribution analysis 137
Expenditure and consumption per capita 139
Chapter 11 Category Analysis: Tequila & Mezcal 142
Value analysis (US Dollar), 2004?09 142
Value analysis (US Dollar), 2009?14 143
Volume analysis, 2004?09 144
Volume analysis, 2009?14 145
Company and brand share analysis 146
Distribution analysis 150
Expenditure and consumption per capita 152
Chapter 12 Category Analysis: Vodka 154
Value analysis (US Dollar), 2004?09 154
Value analysis (US Dollar), 2009?14 155
Volume analysis, 2004?09 157
Volume analysis, 2009?14 158
Company and brand share analysis 160
Distribution analysis 164
Expenditure and consumption per capita 166
Chapter 13 Country Comparison 168
Value 168
Volume 172
Market share 176
Chapter 14 New Product Development 177
Product launches over time 177
Recent product launches 179
Chapter 15 Macroeconomic Profile 180
Macroeconomic Indicators 180
Chapter 16 Research Methodology 185
Methodology overview 185
Secondary research 186
Market modeling 187
Creating an initial data model 187
Revising the initial data model 187
Creating a final estimate 188
Creating demographic value splits 188
Primary research 188
Data finalization 189
Ongoing research 189
Chapter 17 Appendix 190
Future readings 190
How to contact experts in your industry 190
Disclaimer 190

LIST OF FIGURES
Figure 1: Spirits, US, value by category ($m), 2004?14 31
Figure 2: Spirits, US, category growth comparison, by value, 2004?14 31
Figure 3: Spirits, US, volume by category (liters, million), 2004?14 34
Figure 4: Spirits, US, category growth comparison, by volume, 2004?14 34
Figure 5: Spirits, US, company share by volume (%), 2008?09 43
Figure 6: Spirits, US, distribution channels by volume (%), 2008?09 47
Figure 7: Brandy, US, value by segment ($m), 2004?14 59
Figure 8: Brandy, US, category growth comparison, by value, 2004?14 59
Figure 9: Brandy, US, volume by segment (liters, million), 2004?14 62
Figure 10: Brandy, US, category growth comparison, by volume, 2004?14 62
Figure 11: Brandy, US, company share by volume (%), 2008?09 65
Figure 12: Brandy, US, distribution channels by volume (%), 2008?09 68
Figure 13: Liqueurs, US, value by segment ($m), 2004?14 73
Figure 14: Liqueurs, US, category growth comparison, by value, 2004?14 73
Figure 15: Liqueurs, US, volume by segment (liters, million), 2004?14 76
Figure 16: Liqueurs, US, category growth comparison, by volume, 2004?14 76
Figure 17: Liqueurs, US, company share by volume (%), 2008?09 79
Figure 18: Liqueurs, US, distribution channels by volume (%), 2008?09 83
Figure 19: Rum, US, value by segment ($m), 2004?14 88
Figure 20: Rum, US, category growth comparison, by value, 2004?14 88
Figure 21: Rum, US, volume by segment (liters, million), 2004?14 91
Figure 22: Rum, US, category growth comparison, by volume, 2004?14 91
Figure 23: Rum, US, company share by volume (%), 2008?09 93
Figure 24: Rum, US, distribution channels by volume (%), 2008?09 96
Figure 25: Specialty spirits, US, value by segment ($m), 2004?14 101
Figure 26: Specialty spirits, US, volume by segment (liters, million), 2004?14 104
Figure 27: Specialty spirits, US, company share by volume (%), 2008?09 106
Figure 28: Specialty spirits, US, distribution channels by volume (%), 2008?09 109
Figure 29: Gin & genever, US, value ($m), 2004?14 113
Figure 30: Gin & genever, US, volume (liters, million), 2004?14 115
Figure 31: Gin & genever, US, company share by volume (%), 2008?09 118
Figure 32: Gin & genever, US, distribution channels by volume (%), 2008?09 121
Figure 33: Whisk(e)y, US, value by segment ($m), 2004?14 126
Figure 34: Whisk(e)y, US, category growth comparison, by value, 2004?14 126
Figure 35: Whisk(e)y, US, volume by segment (liters, million), 2004?14 129
Figure 36: Whisk(e)y, US, category growth comparison, by volume, 2004?14 129
Figure 37: Whisk(e)y, US, company share by volume (%), 2008?09 134
Figure 38: Whisk(e)y, US, distribution channels by volume (%), 2008?09 138
Figure 39: Tequila & mezcal, US, value ($m), 2004?14 143
Figure 40: Tequila & mezcal, US, volume (liters, million), 2004?14 145
Figure 41: Tequila & mezcal, US, company share by volume (%), 2008?09 148
Figure 42: Tequila & mezcal, US, distribution channels by volume (%), 2008?09 151
Figure 43: Vodka, US, value by segment ($m), 2004?14 156
Figure 44: Vodka, US, category growth comparison, by value, 2004?14 156
Figure 45: Vodka, US, volume by segment (liters, million), 2004?14 159
Figure 46: Vodka, US, category growth comparison, by volume, 2004?14 159
Figure 47: Vodka, US, company share by volume (%), 2008?09 162
Figure 48: Vodka, US, distribution channels by volume (%), 2008?09 165
Figure 49: Global spirits market split (value terms, 2009), top five countries 169
Figure 50: Global spirits market value, 2004–09, top five countries 171
Figure 51: Global spirits market split (volume terms, 2009), top five countries 173
Figure 52: Global spirits market volume, 2004–09, top five countries 175
Figure 53: Annual data review process 186

LIST OF TABLES
Table 1: Spirits category definitions 13
Table 2: Spirits distribution channels 14
Table 3: Spirits, US, value by category ($m), 2004?09 29
Table 4: Spirits, US, value forecast by category ($m), 2009?14 30
Table 5: Spirits, US, volume by category (liters, million), 2004?09 32
Table 6: Spirits, US, volume forecast by category (liters, million), 2009?14 33
Table 7: Spirits, US, brand share by volume (%), 2008?09 35
Table 8: Spirits, US, volume by brand (liters, million), 2008?09 39
Table 9: Spirits, US, company share by volume (%), 2008?09 44
Table 10: Spirits, US, volume by company (liters, million), 2008?09 45
Table 11: Spirits, US, distribution channels by volume (%), 2008?09 46
Table 12: Spirits, US, volume by distribution channel (liters, million), 2008?09 46
Table 13: Spirits, US, expenditure per capita ($), 2004?09 48
Table 14: Spirits, US, forecast expenditure per capita ($), 2009?14 49
Table 15: Spirits, US, consumption per capita (liters), 2004?09 50
Table 16: Spirits, US, forecast consumption per capita (liters), 2009?14 51
Table 17: Diageo plc key facts 52
Table 18: Pernod Ricard SA key facts 55
Table 19: Brandy, US, value by segment ($m), 2004?09 57
Table 20: Brandy, US, value forecast by segment ($m), 2009?14 58
Table 21: Brandy, US, volume by segment (liters, million), 2004?09 60
Table 22: Brandy, US, volume forecast by segment (liters, million), 2009?14 61
Table 23: Brandy, US, brand share by volume (%), 2008?09 63
Table 24: Brandy, US, volume by brand (liters, million), 2008?09 64
Table 25: Brandy, US, company share by volume (%), 2008?09 66
Table 26: Brandy, US, volume by company (liters, million), 2008?09 66
Table 27: Brandy, US, distribution channels by volume (%), 2008?09 67
Table 28: Brandy, US, volume by distribution channel (liters, million), 2008?09 67
Table 29: Brandy, US, expenditure per capita ($), 2004?09 69
Table 30: Brandy, US, forecast expenditure per capita ($), 2009?14 69
Table 31: Brandy, US, consumption per capita (liters), 2004?09 70
Table 32: Brandy, US, forecast consumption per capita (liters), 2009?14 70
Table 33: Liqueurs, US, value by segment ($m), 2004?09 71
Table 34: Liqueurs, US, value forecast by segment ($m), 2009?14 72
Table 35: Liqueurs, US, volume by segment (liters, million), 2004?09 74
Table 36: Liqueurs, US, volume forecast by segment (liters, million), 2009?14 75
Table 37: Liqueurs, US, brand share by volume (%), 2008?09 77
Table 38: Liqueurs, US, volume by brand (liters, million), 2008?09 78
Table 39: Liqueurs, US, company share by volume (%), 2008?09 80
Table 40: Liqueurs, US, volume by company (liters, million), 2008?09 81
Table 41: Liqueurs, US, distribution channels by volume (%), 2008?09 82
Table 42: Liqueurs, US, volume by distribution channel (liters, million), 2008?09 82
Table 43: Liqueurs, US, expenditure per capita ($), 2004?09 84
Table 44: Liqueurs, US, forecast expenditure per capita ($), 2009?14 84
Table 45: Liqueurs, US, consumption per capita (liters), 2004?09 85
Table 46: Liqueurs, US, forecast consumption per capita (liters), 2009?14 85
Table 47: Rum, US, value by segment ($m), 2004?09 86
Table 48: Rum, US, value forecast by segment ($m), 2009?14 87
Table 49: Rum, US, volume by segment (liters, million), 2004?09 89
Table 50: Rum, US, volume forecast by segment (liters, million), 2009?14 90
Table 51: Rum, US, brand share by volume (%), 2008?09 92
Table 52: Rum, US, volume by brand (liters, million), 2008?09 92
Table 53: Rum, US, company share by volume (%), 2008?09 94
Table 54: Rum, US, volume by company (liters, million), 2008?09 94
Table 55: Rum, US, distribution channels by volume (%), 2008?09 95
Table 56: Rum, US, volume by distribution channel (liters, million), 2008?09 95
Table 57: Rum, US, expenditure per capita ($), 2004?09 97
Table 58: Rum, US, forecast expenditure per capita ($), 2009?14 97
Table 59: Rum, US, consumption per capita (liters), 2004?09 98
Table 60: Rum, US, forecast consumption per capita (liters), 2009?14 98
Table 61: Specialty spirits, US, value by segment ($m), 2004?09 99
Table 62: Specialty spirits, US, value forecast by segment ($m), 2009?14 100
Table 63: Specialty spirits, US, volume by segment (liters, million), 2004?09 102
Table 64: Specialty spirits, US, volume forecast by segment (liters, million), 2009?14 103
Table 65: Specialty spirits, US, brand share by volume (%), 2008?09 105
Table 66: Specialty spirits, US, volume by brand (liters, million), 2008?09 105
Table 67: Specialty spirits, US, company share by volume (%), 2008?09 107
Table 68: Specialty spirits, US, volume by company (liters, million), 2008?09 107
Table 69: Specialty spirits, US, distribution channels by volume (%), 2008?09 108
Table 70: Specialty spirits, US, volume by distribution channel (liters, million), 2008?09 108
Table 71: Specialty spirits, US, expenditure per capita ($), 2004?09 110
Table 72: Specialty spirits, US, forecast expenditure per capita ($), 2009?14 110
Table 73: Specialty spirits, US, consumption per capita (liters), 2004?09 111
Table 74: Specialty spirits, US, forecast consumption per capita (liters), 2009?14 111
Table 75: Gin & genever, US, value ($m), 2004?09 112
Table 76: Gin & genever, US, value forecast ($m), 2009?14 113
Table 77: Gin & genever, US, volume (liters, million), 2004?09 114
Table 78: Gin & genever, US, volume forecast (liters, million), 2009?14 115
Table 79: Gin & genever, US, brand share by volume (%), 2008?09 116
Table 80: Gin & genever, US, volume by brand (liters, million), 2008?09 117
Table 81: Gin & genever, US, company share by volume (%), 2008?09 119
Table 82: Gin & genever, US, volume by company (liters, million), 2008?09 119
Table 83: Gin & genever, US, distribution channels by volume (%), 2008?09 120
Table 84: Gin & genever, US, volume by distribution channel (liters, million), 2008?09 120
Table 85: Gin & genever, US, expenditure per capita ($), 2004?09 122
Table 86: Gin & genever, US, forecast expenditure per capita ($), 2009?14 122
Table 87: Gin & genever, US, consumption per capita (liters), 2004?09 123
Table 88: Gin & genever, US, forecast consumption per capita (liters), 2009?14 123
Table 89: Whisk(e)y, US, value by segment ($m), 2004?09 124
Table 90: Whisk(e)y, US, value forecast by segment ($m), 2009?14 125
Table 91: Whisk(e)y, US, volume by segment (liters, million), 2004?09 127
Table 92: Whisk(e)y, US, volume forecast by segment (liters, million), 2009?14 128
Table 93: Whisk(e)y, US, brand share by volume (%), 2008?09 130
Table 94: Whisk(e)y, US, volume by brand (liters, million), 2008?09 132
Table 95: Whisk(e)y, US, company share by volume (%), 2008?09 135
Table 96: Whisk(e)y, US, volume by company (liters, million), 2008?09 136
Table 97: Whisk(e)y, US, distribution channels by volume (%), 2008?09 137
Table 98: Whisk(e)y, US, volume by distribution channel (liters, million), 2008?09 137
Table 99: Whisk(e)y, US, expenditure per capita ($), 2004?09 139
Table 100: Whisk(e)y, US, forecast expenditure per capita ($), 2009?14 140
Table 101: Whisk(e)y, US, consumption per capita (liters), 2004?09 140
Table 102: Whisk(e)y, US, forecast consumption per capita (liters), 2009?14 141
Table 103: Tequila & mezcal, US, value ($m), 2004?09 142
Table 104: Tequila & mezcal, US, value forecast ($m), 2009?14 143
Table 105: Tequila & mezcal, US, volume (liters, million), 2004?09 144
Table 106: Tequila & mezcal, US, volume forecast (liters, million), 2009?14 145
Table 107: Tequila & mezcal, US, brand share by volume (%), 2008?09 146
Table 108: Tequila & mezcal, US, volume by brand (liters, million), 2008?09 147
Table 109: Tequila & mezcal, US, company share by volume (%), 2008?09 149
Table 110: Tequila & mezcal, US, volume by company (liters, million), 2008?09 149
Table 111: Tequila & mezcal, US, distribution channels by volume (%), 2008?09 150
Table 112: Tequila & mezcal, US, volume by distribution channel (liters, million), 2008?09 150
Table 113: Tequila & mezcal, US, expenditure per capita ($), 2004?09 152
Table 114: Tequila & mezcal, US, forecast expenditure per capita ($), 2009?14 152
Table 115: Tequila & mezcal, US, consumption per capita (liters), 2004?09 153
Table 116: Tequila & mezcal, US, forecast consumption per capita (liters), 2009?14 153
Table 117: Vodka, US, value by segment ($m), 2004?09 154
Table 118: Vodka, US, value forecast by segment ($m), 2009?14 155
Table 119: Vodka, US, volume by segment (liters, million), 2004?09 157
Table 120: Vodka, US, volume forecast by segment (liters, million), 2009?14 158
Table 121: Vodka, US, brand share by volume (%), 2008?09 160
Table 122: Vodka, US, volume by brand (liters, million), 2008?09 161
Table 123: Vodka, US, company share by volume (%), 2008?09 163
Table 124: Vodka, US, volume by company (liters, million), 2008?09 163
Table 125: Vodka, US, distribution channels by volume (%), 2008?09 164
Table 126: Vodka, US, volume by distribution channel (liters, million), 2008?09 164
Table 127: Vodka, US, expenditure per capita ($), 2004?09 166
Table 128: Vodka, US, forecast expenditure per capita ($), 2009?14 166
Table 129: Vodka, US, consumption per capita (liters), 2004?09 167
Table 130: Vodka, US, forecast consumption per capita (liters), 2009?14 167
Table 131: Global spirits market value, 2009 168
Table 132: Global spirits market split (value terms ($m), 2009), top five countries 171
Table 133: Global spirits market volume, 2009 172
Table 134: Global spirits market split (volume terms, 2009), top five countries 175
Table 135: Leading players, top five countries 176
Table 136: US spirits new product launches reports, by company (top five companies), 2009 177
Table 137: US spirits new product launches SKUs, by company (top five companies), 2009 177
Table 138: US spirits new product launches (reports), by flavor and fragrances (top 10 flavors), 2009 178
Table 139: US spirits new product launches (reports), by ingredients (top 10 ingredients), 2009 178
Table 140: US spirits new product launches (reports), by package tags or claims (top 10 claims), 2009 179
Table 141: US spirits new product launches - recent five launches (2009) 179
Table 142: US population, by age group, 2004?09 (millions) 180
Table 143: US population forecast, by age group, 2009?14 (millions) 181
Table 144: US population, by gender, 2004?09 (millions) 181
Table 145: US population forecast, by gender, 2009?14 (millions) 182
Table 146: US nominal GDP, 2004?09 ($bn, nominal prices) 182
Table 147: US nominal GDP forecast, 2009?14 ($bn, nominal prices) 182
Table 148: US real GDP, 2004?09 ($bn, 2000 prices) 183
Table 149: US real GDP forecast, 2009?14 ($bn, 2000 prices) 183
Table 150: US consumer price index, 2004?09 (2000=100) 184
Table 151: US consumer price index, 2009?14 (2000=100) 184


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