Whiskies, Pre-Mixed Cocktails Lead Impact’s “Hot Prospects” Spirits List
September 7, 2021Each year, the Impact “Hot Prospects” spirits list offers insight into where the larger spirits category may be headed in the future, and 2021 is no exception, with an influx of pre-mixed and canned cocktails earning their places on the honor roll alongside the continued ascendance of American whiskies. While Tequila continues to be one of the hottest categories in the market, this year only four made the list, down from six Tequilas and one mezcal last year. Overall, American whiskies—including Bourbon, rye, Tennessee whiskey, and more—lead the pack once again, with 11 winners.
Pre-mixed cocktails are next, with eight Hot Prospects. The pre-mixed cocktail winners are largely packaged in cans or other portable single servings, and last year’s sharp upswing for this newly rediscovered category is continuing, with companies large and small competing for market share. Overall, 40 spirits (and spirits-based cocktails) were named Hot Prospects, with 28 of those appearing for the first time.
To qualify as Hot Prospects, brands must have achieved at least 15% depletions growth for 2020, while also showing consistent growth in the two preceding years. For spirits, brand volumes must be between 50,000 and 200,000 cases.
Spirits Hot Prospects above the 100,000-case mark include On The Rocks cocktails, Corralejo Tequila, Salvador’s cocktails, St. Brendan’s liqueur, Campari bitter, Nue vodka, Voda vodka, Angel’s Envy American whiskey, Absolut Cans cocktails, Gran Centenario Tequila, Maker’s 46 Bourbon, Jameson Black Barrel Irish whiskey, Jefferson’s Bourbon, Fishers Island Lemonade cocktails, Two Chicks cocktails, Monkey Shoulder blended malt Scotch, and Smirnoff Zero Sugar vodka.
The full Hot Prospects spirits list, along with data and analysis, appears in the September 1&15 issue of Impact. Click here to subscribe.
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