INDUSTRY
CATEGORY GROWTH
SPIRITS | 5.4% |
| Wine | -1.6% |
| Beer | -3.4% |
| Cider | -7.1% |
| RTDs | 83.2% |
| Total Bev Alc | 2.7% |
IWSR: Rolling 12 months through February 2021
CATEGORY VOLUME 2020
SPIRITS | 244,512 |
| Wine | 365,086 |
| Beer | 2,477,136 |
| Cider | 25,000 |
| RTDs | 244,817 |
IWSR: Total Beverage Alc. 2020f (000’s 9L Cases)
CATEGORY SHARE CHG
SPIRITS | +2.1% |
| Wine | -.33% |
| Beer | -2.0% |
| Cider | -4.0% |
| RTDs | +24.1% |
IWSR: Total Beverage Alc. 2020f (000’s 9L Cases)
Whiskey leads in $ Share
Whiskey is #2 Avg. Price
Whiskey, Tequila and Premixed cocktails are gaining share
$ SALES
| WHISKEY | $2,607,723,426 |
| Vodka | $2,097,216,252 |
| Rum | $632,605,926 |
| Tequila | $542,438,681 |
| Cordials | $501,492,170 |
| Premixed Cocktails | $404,219,585 |
| Brandy/Cognac | $335,990,974 |
| Gin | $201,960,849 |
| $7,323,647,862 |
IWSR: Total Beverage Alc. 2020f (000’s 9L Cases)
AVG Retail Price
TEQUILA: $26.33
US WHISKEY: $21.72
GIN: $16.49
RUM: $15.55
VODKA: $13.82
US WHISKEY GROWTH: 3.7%
IMPORTED WHISKEY GROWTH: -3.2%
IWSR: Total Beverage Alc. 2019-2020
WHISKEY IS 2nd In Consumption to Vodka
• % Share is Growing, soon to surpass vodka
• Massive gap to #3 Tequila
BOURBON IS DRIVING WHISKEY SALES & GROWTH
US WHISKEY SALES
| Blended | 4,637 |
| Bourbon | 22,695 |
| Other | 1,840 |
| Rye | 1,357 |
| Tennessee | 7,647 |
| Total | 38,178 |
IWSR: Total Beverage Alc. 2020f (000’s 9L Cases)
US WHISKEY GROWTH
| Blended | 1.6% |
| Bourbon | 6.7% |
| Other | -4.1% |
| Rye | -1.3% |
| Tennessee | -.6% |
| Total | 3.7% |
IWSR: Total Beverage Alc. 2019-2020 (000’s 9L Cases)
THE EXPANDING WHISKEY DEMOGRAPHIC
Key Insights:
• The Bourbon Boom continued with total inventory reaching 8.5 million barrels as of January 2019, the highest level in 50 years.
• US whiskey drinker base continues to diversify
• Total US whisky continues to grow, each sub-category increased as heightened consumer interest has led to the production of innovative whiskies in each segment.
the us whiskey consumer
Male
63.5%
Female
36.5%
