Market Insights Consumer Alcoholic Drinks

Spirits - United States

United States

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Spirits market amounts to US$57.6bn in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$42.2bn in 2024.
Revenue, combined amounts to US$99.8bn in 2024.
The revenue, at home is expected to grow annually by 1.33% (CAGR 2024-2029).
In global comparison, most revenue, at home is generated in China (US$146,400m in 2024).
In relation to total population figures, the average revenue per capita, at home of US$168.40 are generated in 2024.
In the Spirits market, volume, at home is expected to amount to 1,732.0m L by 2024.
Volume, out-of-home is expected to amount to 376.3m L in 2024.
Volume, combined is expected to amount to 2,108.0m L in 2024.
The Spirits market is expected to show a volume growth, at home of -1.3% in 2025.
The average volume per person, at home in the Spirits market is expected to amount to 5.07L in 2024.

Key regions: United States, United Kingdom, Worldwide, United Kingdom, Australia

Definition:

The Spirits market includes alcoholic beverages that have been produced through the distillation of wine, fermented fruits, or grains. Due to the distillation process, the alcohol content of spirits is much higher than that of most wines and beers, typically ranging from 20% to 50% alcohol by volume (ABV).

Structure:

The Spirits market is divided into 8 markets:

The Whisky market encompasses spirits on a grain basis that have been aged in wooden casks for a duration of at least three years.
The Vodka market encompasses spirits based on grain and/or potatoes.
The Rum market encompasses spirits based on sugar cane.
The Gin market encompasses spirits based on juniper berries.
The Brandy market encompasses spirits based on fermented fruit juice.
The Tequila market encompasses spirits made primarily from the blue agave plant (Agave tequilana) in Mexico.
The Soju market encompasses the Korean distilled beverage, Soju, which is traditionally made from rice, barley, or sweet potatoes.
The Liqueurs & Other Spirits market encompasses all other spirits not previously mentioned as well as Ready-to-Drink (RTD) cocktails.

Additional information:

The market comprises revenue and average revenue per capita, volume and average volume per capita, price per liter, as well as sales channels. Per capita figures refer to a country’s or region’s whole population.

At-home market data covers retail sales via super- and hypermarkets, eCommerce, convenience stores, and similar sales channels. Out-of-home market data includes all sales in hotels and restaurants, sales by catering companies, as well as sales in cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. All prices are valued at retail selling prices, including all sales and consumption taxes.

Key players include Diageo (e.g., Johnnie Walker, Smirnoff, and Tanqueray), Pernod Ricard, and Kweichow Moutai.

Market

Region

Region comparison

Currency

Analyst Opinion

The Spirits market in United States has been experiencing steady growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: In the United States, there has been a shift in customer preferences towards premium and craft spirits. Consumers are increasingly seeking unique and high-quality products, and are willing to pay a premium for them. This trend is driven by a desire for more personalized and authentic experiences, as well as a growing interest in supporting local businesses. As a result, small-batch and artisanal spirits have gained popularity, with consumers seeking out products that are made with care and attention to detail.

Trends in the market: One of the key trends in the Spirits market in United States is the rise of flavored spirits. Flavored spirits, such as fruit-infused vodkas and botanical gins, have become increasingly popular among consumers looking for innovative and unique drinking experiences. This trend is driven by a desire for variety and experimentation, as well as a growing interest in mixology and craft cocktails. Manufacturers have responded to this trend by launching a wide range of flavored spirits, catering to different taste preferences and flavor profiles. Another trend in the market is the growing demand for premium spirits. Consumers in the United States are increasingly willing to spend more on high-quality spirits, particularly in the whiskey and tequila categories. This trend is driven by a desire for luxury and exclusivity, as well as a growing interest in savoring and appreciating the nuances of different spirits. As a result, premium spirits brands have seen strong growth in recent years, with consumers seeking out products that are aged longer, made with higher-quality ingredients, and have a unique and distinctive flavor profile.

Local special circumstances: The United States has a strong tradition and culture of spirits consumption, with a wide range of products available in the market. This has created a highly competitive landscape, with both domestic and international brands vying for market share. In addition, the United States has a large and diverse population, with different regions and states having their own unique drinking preferences and traditions. This has led to a fragmented market, with consumers in different parts of the country having different preferences for spirits.

Underlying macroeconomic factors: The growth of the Spirits market in United States is also influenced by underlying macroeconomic factors. The United States has a strong economy and a high disposable income, which has contributed to increased consumer spending on spirits. In addition, the United States has a well-developed distribution network, with a wide range of retail outlets and online platforms available for consumers to purchase spirits. This has made it easier for consumers to access and discover new spirits products, driving market growth. Overall, the Spirits market in United States is experiencing growth due to changing customer preferences towards premium and craft spirits, the rise of flavored spirits, and the growing demand for luxury and exclusivity. The local special circumstances, such as the competitive landscape and regional drinking preferences, also play a role in shaping the market. Additionally, the underlying macroeconomic factors, including a strong economy and well-developed distribution network, contribute to the market's growth.

Methodology

Data coverage:
The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:
Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on alcoholic beverages, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.