Whiskey (Whisky) in the US to 2014 (Spirits)

Introduction

This databook provides key data and information on the Whiskey (Whisky) in the US (Spirits). 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

*Market,category and segment level information on value, volume, and expenditure & consumption, with historic (2003-2008) and forecast (2009-2013) data
*Category level company and brand share as well as distribution share information for 2007 and 2008

Highlights

*The whisk(e)y category was valued at $12,976.8m in 2009, representing a CAGR of 1.1% since 2004.
*By the end of 2014, the whisk(e)y category will be worth $13,234.8m, with an expected CAGR of 0.4% between 2009 and 2014.
*The whisk(e)y market volume totaled 424.2 million liters in 2009, representing a CAGR of 0.1% since 2004.
*By the end of 2014, the whisk(e)y market will total 416.5 million liters, with an expected negative CAGR of 0.4% between 2009 and 2014.
*The whisk(e)y market was led by Canadian whiskey (representing 31.5% of the total value) followed by American whiskey and Scotch whisky, with a 30.2% and 30% market share, respectively. Other whisk(e)y and Irish whiskey constitute the remaining segments with a 4.6% and 3.7% market share, respectively.
*Diageo plc is the market leader with a 23.6% share of the market.
Whiskey (Whisky) in the US (Spirits)

*Design effective marketing and sales strategies by identifying key market categories and segments

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TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary category level: whisk(e)y 2
Chapter 2 Definition 3
Chapter 3 Category Analysis: Whisk(e)y 9
Value analysis (US Dollar), 2004?09 9
Value analysis (US Dollar), 2009?14 10
Volume analysis, 2004?09 12
Volume analysis, 2009?14 13
Company and brand share analysis 15
Distribution analysis 22
Expenditure and consumption per capita 24
Chapter 4 Macroeconomic Profile 27
Macroeconomic Indicators 27
Chapter 5 Research Methodology 32
Methodology overview 32
Secondary research 33
Market modeling 34
Creating an initial data model 34
Revising the initial data model 34
Creating a final estimate 35
Creating demographic value splits 35
Primary research 35
Data finalization 36
Ongoing research 36

LIST OF FIGURES
Figure 1: Whisk(e)y, US, value by segment ($m), 2004?14 11
Figure 2: Whisk(e)y, US, category growth comparison, by value, 2004?14 11
Figure 3: Whisk(e)y, US, volume by segment (liters, million), 2004?14 14
Figure 4: Whisk(e)y, US, category growth comparison, by volume, 2004?14 14
Figure 5: Whisk(e)y, US, company share by volume (%), 2008?09 19
Figure 6: Whisk(e)y, US, distribution channels by volume (%), 2008?09 23
Figure 7: Annual data review process 33

LIST OF TABLES
Table 1: Whisk(e)y category definitions 3
Table 2: Whisk(e)y distribution channels 4
Table 3: Whisk(e)y, US, value by segment ($m), 2004?09 9
Table 4: Whisk(e)y, US, value forecast by segment ($m), 2009?14 10
Table 5: Whisk(e)y, US, volume by segment (liters, million), 2004?09 12
Table 6: Whisk(e)y, US, volume forecast by segment (liters, million), 2009?14 13
Table 7: Whisk(e)y, US, brand share by volume (%), 2008?09 15
Table 8: Whisk(e)y, US, volume by brand (liters, million), 2008?09 17
Table 9: Whisk(e)y, US, company share by volume (%), 2008?09 20
Table 10: Whisk(e)y, US, volume by company (liters, million), 2008?09 21
Table 11: Whisk(e)y, US, distribution channels by volume (%), 2008?09 22
Table 12: Whisk(e)y, US, volume by distribution channel (liters, million), 2008?09 22
Table 13: Whisk(e)y, US, expenditure per capita ($), 2004?09 24
Table 14: Whisk(e)y, US, forecast expenditure per capita ($), 2009?14 25
Table 15: Whisk(e)y, US, consumption per capita (liters), 2004?09 25
Table 16: Whisk(e)y, US, forecast consumption per capita (liters), 2009?14 26
Table 17: US population, by age group, 2004?09 (millions) 27
Table 18: US population forecast, by age group, 2009?14 (millions) 28
Table 19: US population, by gender, 2004?09 (millions) 28
Table 20: US population forecast, by gender, 2009?14 (millions) 29
Table 21: US nominal GDP, 2004?09 ($bn, nominal prices) 29
Table 22: US nominal GDP forecast, 2009?14 ($bn, nominal prices) 29
Table 23: US real GDP, 2004?09 ($bn, 2000 prices) 30
Table 24: US real GDP forecast, 2009?14 ($bn, 2000 prices) 30
Table 25: US consumer price index, 2004?09 (2000=100) 31
Table 26: US consumer price index, 2009?14 (2000=100) 31



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