DISCUS: Luxury Spirits In High Gear

The Distilled Spirits Council of the United States (DISCUS) has released its 2021 annual report on the state of luxury spirits in America. The information, drawn from DISCUS’ Luxury Brand Index (LBI)—which measures spirits retailing for $50 or more (determined by IRI scanner data)—shows that Americans continue to reach for higher-end spirits at increasing rates, with the LBI showing a 43% improvement in 2021 compared to 2020. Last year’s growth rate was more than double the index’s average of 18% growth over the previous five years.

According to the Luxury Brand Index, Tequila was last year’s biggest winner, growing 75% and far outpacing the next closest category, American whiskey, which was up 46%. Cognac also performed well last year, with higher-end marques up 31%. While Scotch whisky’s growth—up 20%—places it firmly in the middle of the pack among luxury categories, DISCUS notes that the category was largely rebounding from tariffs and completely reversed its 2020 decline.

The two other categories tracked by the LBI, Irish and Japanese whiskies, didn’t see the same surge in 2021, with Irish up 9% and Japanese whisky down 1%. Looking longer-term, however, both segments have seen solid luxury growth. “The spirits premiumization trend of recent years accelerated to a new level in 2021,” said Christine LoCascio, DISCUS chief of public policy. “Faced with restaurant and travel restrictions brought on by the pandemic, consumers increased their purchases of luxury spirits to elevate their cocktail experiences at home.”—Shane English

Tagged : DISCUS

GET YOUR FIRST LOOK AT 2025 ESTIMATES AND 2030 PROJECTIONS FOR THE WINE AND SPIRITS INDUSTRIES. ORDER YOUR 2025 IMPACT DATABANK REPORTS. CLICK HERE.