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%