Impact Databank: Top 25 Spirits Brands Rise By 14% in 2020, More Than Half Show Double-Digit Growth

Looking over the performance of the U.S. market’s top 25 spirits brands in 2020, it’s incredible to think that last year was characterized by unprecedented upheaval in the drinks business, including historic challenges like a global pandemic, an on-premise shutdown, and tariffs on key categories. According to Impact Databank’s initial estimates, every member of the top 25 enjoyed positive volume growth last year, with more than half of them advancing by double-digit rates.

Encouragingly, premiumization in the spirits category has recently been “accelerating above pre-Covid levels,” according to Diageo North America president Debra Crew, who added that she expects that positive trend to continue, with super-premium offerings taking increasing share.

Tito’s vodka remains the hottest spirits brand in the U.S. market—and as of the end of last year it became the largest spirits label overall as well, overtaking Smirnoff and cruising to an estimated 10.7 million cases after tacking 1.9 million cases onto its total from the previous year. But Tito’s was far from the only standout performer among the top 25.

Impressive double-digit growth was achieved by leading brands across a variety of categories, including whiskies like Crown Royal (+12% to 7.7 million cases) and Jim Beam (+11% to 6.4 million cases), Tequilas like Jose Cuervo (+24% to 4.7 million cases) and Patrón (+30% to 2.8 million cases), and vodkas like New Amsterdam (+27% to 6.1 million cases) and Ketel One (+10% to 2.6 million cases), not to mention a 25% jump to nearly 5 million cases by Hennessy Cognac, and 22% growth to 2.7 million cases for Malibu rum.

Overall, the top 25 spirits brands leapt an estimated 14% to 109.8 million cases last year, more than doubling their average annual compound growth rate of the past half decade. The top 25 accounted for nearly 44% of the total spirits market in 2020, up from 41% a year earlier, as consumers favored household names in their buying choices amid the pandemic. As the top 25 expanded by approximately 13 million cases in aggregate last year, the rest of the spirits category was up roughly 0.5% at 140.8 million cases.

Impact will have a full report on the top 25 spirits brands in the U.S. in its upcoming January issue. Click here to subscribe.

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