Liqueurs’ Premium And Above Tier Carving Out Growth
December 9, 2024It’s been a mixed picture in the liqueurs category overall lately, with lower-end brands largely in decline, offset by a new set of premium offerings and diverse flavor profiles that’s driving growth within the category. Overall, the 10 largest liqueur brands retailing at $25 above in the U.S. have continued their forward momentum in control states so far this year, with more than half in positive territory.
Diageo-owned Baileys leads the $25 and up segment, and the brand has continued to build on its 1.5-million-case volume this year. This fall, a limited edition Baileys Cinnamon Churros Irish Cream ($25) debuted, following other recent releases that include Baileys S’mores as a summertime proposition and the permanent offering Baileys Chocolate Liqueur. The company expects to introduce more innovative flavors in 2025.
“We remain committed to innovation and expanding our presence in the liqueurs category, ensuring that Baileys continues to be the go-to choice for everyday moments of indulgence,” says Whitney Mullen, director of Baileys & Liqueurs at Diageo North America.
Campari’s leading Italian liqueurs are showing impressive momentum thanks to popular cocktail trends like the Spritz. Aperol continues to rise by double-digits, climbing the liqueurs category leaderboard. “This rise of aperitivo culture has led to more people enjoying cocktails within the Campari Group portfolio, such as low-abv offerings like the Campari Spritz, Aperol Spritz—the most popular cocktail in Italy—and the lesser-known Cynar Spritz,” notes Campari America managing director Melanie Batchelor.
Cointreau is another brand that’s been rising in the U.S. in recent years. Rémy Cointreau’s orange-flavored liqueur has been supported by the “MargaRight” campaign featuring Aubrey Plaza and the Cinco de Mayo “Lime of Credit” campaign. “Cointreau continues to see positive trends, with year-over-year momentum in both the on- and off-premise,” Rémy Cointreau Americas CEO Nicolas Beckers recently told SND. “We see even more headroom to expand the brand—especially as consumers seek high-quality ingredients in their cocktails on- and off-premise.”
Bacardi-owned St-Germain has enjoyed consistent growth lately, reaching 157,000 cases. Over the past five years, the French elderflower liqueur boasts an average annual compound growth rate of 7.7%, thanks to its strong positioning in the on-premise cocktail scene. “St-Germain is a favorite for its versatility and ability to elevate any cocktail,” says brand director Stacy Saltiel. “While summer is often seen as Spritz season, we’ve noticed the cocktail’s appeal blooming year-round, especially in winter. The growing desire for refreshing, low-abv drinks transcends seasons.”
| U.S.—Leading Liqueurs Priced Above $251 | ||||||
| Rank | Brand | Importer | 2023 U.S. Volume2 |
Control States’ Volume Growth 2024 YTD3 |
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|---|---|---|---|---|---|---|
| 1 | Baileys | Diageo North America | 1,490 | 0.4% | ||
| 2 | Grand Marnier | Campari America | 590 | -6.5% | ||
| 3 | Aperol | Campari America | 547 | 13.2% | ||
| 4 | Cointreau | Rémy Cointreau USA | 468 | -0.9% | ||
| 5 | Disaronno | ILLVA Saronno USA | 378 | -8.9% | ||
| 6 | Rumple Minze | Diageo North America | 315 | 3.6% | ||
| 7 | Campari | Campari America | 243 | -0.8% | ||
| 8 | St-Germain | Bacardi USA | 157 | 9.0% | ||
| 9 | Licor 43 | Zamora Co. USA | 141 | 0.1% | ||
| 10 | Fernet-Branca | Branca USA | 89 | 4.9% | ||
| Total Top 10 Above $254 | 4,419 | 0.5% | ||||
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1 At least $25 a 750-ml. bottle. 2 Thousands of 9-liter cases. 3 Year-to-date through October. 4 Addition of columns may not agree due to rounding. Source: NABCA & IMPACT DATABANK © 2024 |
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