Tuesday, May 8, 2012 | Edited by Daniel Moores
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Spirits Market Increases 3.5 Percent in 2011 The spirits market in the U.S. grew 3.5 percent in 2011 and achieved a slight increase in share of total alcohol, with the fastest growth coming from some of the newest brands to enter the market. According to data from Technomic's 2012 SpiritsTAB report, total spirits volume reached 199.8 million 9-liter cases. Technomic found that spirits now account for 6.4 percent of total alcohol, or adult beverage, up from 6.1 percent in 2010. "The positive growth trend indicates that the spirits industry remains vibrant, innovative and ever more relevant to today's consumer," said Donna Hood Crecca, Senior Director of the Adult Beverage Resource Group at Technomic. "While trends vary within each spirits category, much of the growth occurred at the higher end of the pricing spectrum, and we also saw increases among unique and boutique spirits. This indicates that consumers are willing to spend for quality spirits, despite the economic trends, whether in a bar or restaurant or at a retail store. What's more, they remain interested in exploring new and different expressions." More than 1,000 brands within 12 spirits categories and their various sub-segments are tracked by Technomic. Vodka remains the largest category, with a 32 percent share of spirits volume, and achieved the largest case gain. Irish whiskey, the smallest category, recorded the largest increase -- 22 percent. Other hot spots were tequila, rye and corn whiskey. Imported spirits outperformed domestics, but domestics retained the edge in terms of volume. Three-quarters of spirits volume is sold in off-premise outlets such as grocery and liquor stores, while slightly more than half of spirits retail dollars occur in on-premise venues including bars, restaurants and nightclubs. Diageo maintained its position as the leading spirits supplier, with Beam, Bacardi USA, Sazerac and Pernod Ricard USA ranking second through fifth, respectively. The fastest-growing spirits suppliers were White Rock Distilleries, Imperial Brands and Proximo Spirits. On a brand basis, Smirnoff retained its number one ranking, and the top five brands each maintained their positions. Rising into the top 20 is Pinnacle Vodka, which jumped into the top 20 on a 93 percent growth rate; the brand was marketed by White Rock Distilleries in 2011 and recently was acquired by Beam. Among the top 250 spirits brands by volume, the biggest gain was achieved by Skinnygirl Cocktails, marketed by Beam Inc., with a 388 percent increase that broke the 500,000-case mark. Familia Camarena Tequila, marketed by E&J Gallo subsidiary Alto Spirits, achieved 233 percent growth, making it the second-fastest growing brand. Other brands achieving triple-digit increases include Malibu Prepared Cocktails, Fireball Cinnamon Whisky and Rökk Vodka. (Source: Technomic, 05/01/12) Click here to email to client Back to Radio Sales Today |
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