Spirits in North America to 2014

Introduction

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

Scope

*Contains information on eight categories; whisk(e)y, specialty spirits, rum, brandy, gin & genever, vodka, liqueurs, and tequila & mezcal

*Market, category and segment level information on value and volume with historic (2004-09) and forecast (2010-14) data

*Category level company 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 North America increased at a compound annual growth rate of 2.6% between 2004 and 2009.

The whisk(e)y category led the spirits market in North America, accounting for a share of 29.1%.

The leading players in the North American spirits market include Diageo plc, Pernod Ricard and Bacardi Limited.

Reasons to Purchase

*Develop business strategies by understanding the quantitative trends within the spirits market in North America

*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 Overview 27
Value Analysis 27
Volume Analysis 28
Chapter 4 North America Spirits: 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 share analysis 35
Distribution analysis 38
Expenditure and consumption per capita 40
Chapter 5 Leading Company Profiles 44
Diageo plc 44
Pernod Ricard SA 47
Chapter 6 Category Analysis: Brandy 49
Value analysis (US Dollar), 2004?09 49
Value analysis (US Dollar), 2009?14 50
Volume analysis, 2004?09 52
Volume analysis, 2009?14 53
Company share analysis 55
Distribution analysis 58
Expenditure and consumption per capita 60
Chapter 7 Category Analysis: Liqueurs 62
Value analysis (US Dollar), 2004?09 62
Value analysis (US Dollar), 2009?14 63
Volume analysis, 2004?09 65
Volume analysis, 2009?14 66
Company share analysis 68
Distribution analysis 71
Expenditure and consumption per capita 73
Chapter 8 Category Analysis: Rum 75
Value analysis (US Dollar), 2004?09 75
Value analysis (US Dollar), 2009?14 76
Volume analysis, 2004?09 78
Volume analysis, 2009?14 79
Company share analysis 81
Distribution analysis 83
Expenditure and consumption per capita 85
Chapter 9 Category Analysis: Specialty Spirits 87
Value analysis (US Dollar), 2004?09 87
Value analysis (US Dollar), 2009?14 88
Volume analysis, 2004?09 90
Volume analysis, 2009?14 91
Company share analysis 93
Distribution analysis 95
Expenditure and consumption per capita 97
Chapter 10 Category Analysis: Gin & Genever 99
Value analysis (US Dollar), 2004?09 99
Value analysis (US Dollar), 2009?14 100
Volume analysis, 2004?09 101
Volume analysis, 2009?14 102
Company share analysis 103
Distribution analysis 105
Expenditure and consumption per capita 107
Chapter 11 Category Analysis: Whisk(e)y 109
Value analysis (US Dollar), 2004?09 109
Value analysis (US Dollar), 2009?14 110
Volume analysis, 2004?09 112
Volume analysis, 2009?14 113
Company share analysis 115
Distribution analysis 118
Expenditure and consumption per capita 120
Chapter 12 Category Analysis: Tequila & Mezcal 123
Value analysis (US Dollar), 2004?09 123
Value analysis (US Dollar), 2009?14 124
Volume analysis, 2004?09 125
Volume analysis, 2009?14 126
Company share analysis 127
Distribution analysis 130
Expenditure and consumption per capita 132
Chapter 13 Category Analysis: Vodka 134
Value analysis (US Dollar), 2004?09 134
Value analysis (US Dollar), 2009?14 135
Volume analysis, 2004?09 137
Volume analysis, 2009?14 138
Company share analysis 140
Distribution analysis 143
Expenditure and consumption per capita 145
Chapter 14 Research Methodology 147
Methodology overview 147
Secondary research 148
Market modeling 149
Creating an initial data model 149
Revising the initial data model 149
Creating a final estimate 150
Creating demographic value splits 150
Primary research 150
Data finalization 151
Ongoing research 151
Chapter 15 Appendix 152
Future readings 152
How to contact experts in your industry 152
Disclaimer 152

LIST OF FIGURES
Figure 1: Spirits, North America, value by category ($m), 2004?14 31
Figure 2: Spirits, North America, category growth comparison, by value, 2004?14 31
Figure 3: Spirits, North America, volume by category (liters, million), 2004?14 34
Figure 4: Spirits, North America, category growth comparison, by volume, 2004?14 34
Figure 5: Spirits, North America, company share (top five companies) by volume (%), 2008?09 37
Figure 6: Spirits, North America, distribution channels by volume (%), 2008?09 39
Figure 7: Brandy, North America, value by segment ($m), 2004?14 51
Figure 8: Brandy, North America, category growth comparison, by value, 2004?14 51
Figure 9: Brandy, North America, volume by segment (liters, million), 2004?14 54
Figure 10: Brandy, North America, category growth comparison, by volume, 2004?14 54
Figure 11: Brandy, North America, company share (top five companies) by volume (%), 2008?09 57
Figure 12: Brandy, North America, distribution channels by volume (%), 2008?09 59
Figure 13: Liqueurs, North America, value by segment ($m), 2004?14 64
Figure 14: Liqueurs, North America, category growth comparison, by value, 2004?14 64
Figure 15: Liqueurs, North America, volume by segment (liters, million), 2004?14 67
Figure 16: Liqueurs, North America, category growth comparison, by volume, 2004?14 67
Figure 17: Liqueurs, North America, company share (top five companies) by volume (%), 2008?09 70
Figure 18: Liqueurs, North America, distribution channels by volume (%), 2008?09 72
Figure 19: Rum, North America, value by segment ($m), 2004?14 77
Figure 20: Rum, North America, category growth comparison, by value, 2004?14 77
Figure 21: Rum, North America, volume by segment (liters, million), 2004?14 80
Figure 22: Rum, North America, category growth comparison, by volume, 2004?14 80
Figure 23: Rum, North America, company share by volume (%), 2008?09 82
Figure 24: Rum, North America, distribution channels by volume (%), 2008?09 84
Figure 25: Specialty spirits, North America, value by segment ($m), 2004?14 89
Figure 26: Specialty spirits, North America, volume by segment (liters, million), 2004?14 92
Figure 27: Specialty spirits, North America, company share by volume (%), 2008?09 94
Figure 28: Specialty spirits, North America, distribution channels by volume (%), 2008?09 96
Figure 29: Gin & genever, North America, value ($m), 2004?14 100
Figure 30: Gin & genever, North America, volume (liters, million), 2004?14 102
Figure 31: Gin & genever, North America, company share by volume (%), 2008?09 104
Figure 32: Gin & genever, North America, distribution channels by volume (%), 2008?09 106
Figure 33: Whisk(e)y, North America, value by segment ($m), 2004?14 111
Figure 34: Whisk(e)y, North America, category growth comparison, by value, 2004?14 111
Figure 35: Whisk(e)y, North America, volume by segment (liters, million), 2004?14 114
Figure 36: Whisk(e)y, North America, category growth comparison, by volume, 2004?14 114
Figure 37: Whisk(e)y, North America, company share (top five companies) by volume (%), 2008?09 117
Figure 38: Whisk(e)y, North America, distribution channels by volume (%), 2008?09 119
Figure 39: Tequila & mezcal, North America, value ($m), 2004?14 124
Figure 40: Tequila & mezcal, North America, volume (liters, million), 2004?14 126
Figure 41: Tequila & mezcal, North America, company share (top five companies) by volume (%), 2008?09 129
Figure 42: Tequila & mezcal, North America, distribution channels by volume (%), 2008?09 131
Figure 43: Vodka, North America, value by segment ($m), 2004?14 136
Figure 44: Vodka, North America, category growth comparison, by value, 2004?14 136
Figure 45: Vodka, North America, volume by segment (liters, million), 2004?14 139
Figure 46: Vodka, North America, category growth comparison, by volume, 2004?14 139
Figure 47: Vodka, North America, company share (top five companies) by volume (%), 2008?09 142
Figure 48: Vodka, North America, distribution channels by volume (%), 2008?09 144
Figure 49: Annual data review process 148

LIST OF TABLES
Table 1: Spirits category definitions 13
Table 2: Spirits distribution channels 14
Table 3: Spirits, North America, value (country-wise), 2004?09 ($m) 27
Table 4: Spirits, North America, value (country-wise) forecast, 2009?14 ($m) 27
Table 5: Spirits, North America, volume (country-wise), 2004?09 (liters, million) 28
Table 6: Spirits, North America, volume (country-wise) forecast, 2009?14 (liters, million) 28
Table 7: Spirits, North America, value by category ($m), 2004?09 29
Table 8: Spirits, North America, value forecast by category ($m), 2009?14 30
Table 9: Spirits, North America, volume by category (liters, million), 2004?09 32
Table 10: Spirits, North America, volume forecast by category (liters, million), 2009?14 33
Table 11: Spirits, North America, company share (top 20 companies) by volume (%), 2008?09 35
Table 12: Spirits, North America, volume by company (liters, million), 2008?09 36
Table 13: Spirits, North America, distribution channels by volume (%), 2008?09 38
Table 14: Spirits, North America, volume by distribution channel (liters, million), 2008?09 38
Table 15: Spirits, North America, expenditure per capita ($), 2004?09 40
Table 16: Spirits, North America, forecast expenditure per capita ($), 2009?14 41
Table 17: Spirits, North America, consumption per capita (liters), 2004?09 42
Table 18: Spirits, North America, forecast consumption per capita (liters), 2009?14 43
Table 19: Diageo plc key facts 44
Table 20: Pernod Ricard SA key facts 47
Table 21: Brandy, North America, value by segment ($m), 2004?09 49
Table 22: Brandy, North America, value forecast by segment ($m), 2009?14 50
Table 23: Brandy, North America, volume by segment (liters, million), 2004?09 52
Table 24: Brandy, North America, volume forecast by segment (liters, million), 2009?14 53
Table 25: Brandy, North America, company share by volume (%), 2008?09 55
Table 26: Brandy, North America, volume by company (liters, million), 2008?09 56
Table 27: Brandy, North America, distribution channels by volume (%), 2008?09 58
Table 28: Brandy, North America, volume by distribution channel (liters, million), 2008?09 58
Table 29: Brandy, North America, expenditure per capita ($), 2004?09 60
Table 30: Brandy, North America, forecast expenditure per capita ($), 2009?14 60
Table 31: Brandy, North America, consumption per capita (liters), 2004?09 61
Table 32: Brandy, North America, forecast consumption per capita (liters), 2009?14 61
Table 33: Liqueurs, North America, value by segment ($m), 2004?09 62
Table 34: Liqueurs, North America, value forecast by segment ($m), 2009?14 63
Table 35: Liqueurs, North America, volume by segment (liters, million), 2004?09 65
Table 36: Liqueurs, North America, volume forecast by segment (liters, million), 2009?14 66
Table 37: Liqueurs, North America, company share by volume (%), 2008?09 68
Table 38: Liqueurs, North America, volume by company (liters, million), 2008?09 69
Table 39: Liqueurs, North America, distribution channels by volume (%), 2008?09 71
Table 40: Liqueurs, North America, volume by distribution channel (liters, million), 2008?09 71
Table 41: Liqueurs, North America, expenditure per capita ($), 2004?09 73
Table 42: Liqueurs, North America, forecast expenditure per capita ($), 2009?14 73
Table 43: Liqueurs, North America, consumption per capita (liters), 2004?09 74
Table 44: Liqueurs, North America, forecast consumption per capita (liters), 2009?14 74
Table 45: Rum, North America, value by segment ($m), 2004?09 75
Table 46: Rum, North America, value forecast by segment ($m), 2009?14 76
Table 47: Rum, North America, volume by segment (liters, million), 2004?09 78
Table 48: Rum, North America, volume forecast by segment (liters, million), 2009?14 79
Table 49: Rum, North America, company share by volume (%), 2008?09 81
Table 50: Rum, North America, volume by company (liters, million), 2008?09 81
Table 51: Rum, North America, distribution channels by volume (%), 2008?09 83
Table 52: Rum, North America, volume by distribution channel (liters, million), 2008?09 83
Table 53: Rum, North America, expenditure per capita ($), 2004?09 85
Table 54: Rum, North America, forecast expenditure per capita ($), 2009?14 85
Table 55: Rum, North America, consumption per capita (liters), 2004?09 86
Table 56: Rum, North America, forecast consumption per capita (liters), 2009?14 86
Table 57: Specialty spirits, North America, value by segment ($m), 2004?09 87
Table 58: Specialty spirits, North America, value forecast by segment ($m), 2009?14 88
Table 59: Specialty spirits, North America, volume by segment (liters, million), 2004?09 90
Table 60: Specialty spirits, North America, volume forecast by segment (liters, million), 2009?14 91
Table 61: Specialty spirits, North America, company share by volume (%), 2008?09 93
Table 62: Specialty spirits, North America, volume by company (liters, million), 2008?09 93
Table 63: Specialty spirits, North America, distribution channels by volume (%), 2008?09 95
Table 64: Specialty spirits, North America, volume by distribution channel (liters, million), 2008?09 95
Table 65: Specialty spirits, North America, expenditure per capita ($), 2004?09 97
Table 66: Specialty spirits, North America, forecast expenditure per capita ($), 2009?14 97
Table 67: Specialty spirits, North America, consumption per capita (liters), 2004?09 98
Table 68: Specialty spirits, North America, forecast consumption per capita (liters), 2009?14 98
Table 69: Gin & genever, North America, value ($m), 2004?09 99
Table 70: Gin & genever, North America, value forecast ($m), 2009?14 100
Table 71: Gin & genever, North America, volume (liters, million), 2004?09 101
Table 72: Gin & genever, North America, volume forecast (liters, million), 2009?14 102
Table 73: Gin & genever, North America, company share by volume (%), 2008?09 103
Table 74: Gin & genever, North America, volume by company (liters, million), 2008?09 103
Table 75: Gin & genever, North America, distribution channels by volume (%), 2008?09 105
Table 76: Gin & genever, North America, volume by distribution channel (liters, million), 2008?09 105
Table 77: Gin & genever, North America, expenditure per capita ($), 2004?09 107
Table 78: Gin & genever, North America, forecast expenditure per capita ($), 2009?14 107
Table 79: Gin & genever, North America, consumption per capita (liters), 2004?09 108
Table 80: Gin & genever, North America, forecast consumption per capita (liters), 2009?14 108
Table 81: Whisk(e)y, North America, value by segment ($m), 2004?09 109
Table 82: Whisk(e)y, North America, value forecast by segment ($m), 2009?14 110
Table 83: Whisk(e)y, North America, volume by segment (liters, million), 2004?09 112
Table 84: Whisk(e)y, North America, volume forecast by segment (liters, million), 2009?14 113
Table 85: Whisk(e)y, North America, company share by volume (%), 2008?09 115
Table 86: Whisk(e)y, North America, volume by company (liters, million), 2008?09 116
Table 87: Whisk(e)y, North America, distribution channels by volume (%), 2008?09 118
Table 88: Whisk(e)y, North America, volume by distribution channel (liters, million), 2008?09 118
Table 89: Whisk(e)y, North America, expenditure per capita ($), 2004?09 120
Table 90: Whisk(e)y, North America, forecast expenditure per capita ($), 2009?14 121
Table 91: Whisk(e)y, North America, consumption per capita (liters), 2004?09 121
Table 92: Whisk(e)y, North America, forecast consumption per capita (liters), 2009?14 122
Table 93: Tequila & mezcal, North America, value ($m), 2004?09 123
Table 94: Tequila & mezcal, North America, value forecast ($m), 2009?14 124
Table 95: Tequila & mezcal, North America, volume (liters, million), 2004?09 125
Table 96: Tequila & mezcal, North America, volume forecast (liters, million), 2009?14 126
Table 97: Tequila & mezcal, North America, company share by volume (%), 2008?09 127
Table 98: Tequila & mezcal, North America, volume by company (liters, million), 2008?09 128
Table 99: Tequila & mezcal, North America, distribution channels by volume (%), 2008?09 130
Table 100: Tequila & mezcal, North America, volume by distribution channel (liters, million), 2008?09 130
Table 101: Tequila & mezcal, North America, expenditure per capita ($), 2004?09 132
Table 102: Tequila & mezcal, North America, forecast expenditure per capita ($), 2009?14 132
Table 103: Tequila & mezcal, North America, consumption per capita (liters), 2004?09 133
Table 104: Tequila & mezcal, North America, forecast consumption per capita (liters), 2009?14 133
Table 105: Vodka, North America, value by segment ($m), 2004?09 134
Table 106: Vodka, North America, value forecast by segment ($m), 2009?14 135
Table 107: Vodka, North America, volume by segment (liters, million), 2004?09 137
Table 108: Vodka, North America, volume forecast by segment (liters, million), 2009?14 138
Table 109: Vodka, North America, company share by volume (%), 2008?09 140
Table 110: Vodka, North America, volume by company (liters, million), 2008?09 141
Table 111: Vodka, North America, distribution channels by volume (%), 2008?09 143
Table 112: Vodka, North America, volume by distribution channel (liters, million), 2008?09 143
Table 113: Vodka, North America, expenditure per capita ($), 2004?09 145
Table 114: Vodka, North America, forecast expenditure per capita ($), 2009?14 145
Table 115: Vodka, North America, consumption per capita (liters), 2004?09 146
Table 116: Vodka, North America, forecast consumption per capita (liters), 2009?14 146



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