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Spirits Numbers From SymphonyIRI Show 2.1 Percent Uptick, With Higher Tiers Outperforming Overall Category

May 27, 2011

Spirits sales in food/drug stores for the 52 weeks ending May 15, 2011 increased by 2.1% to 23.8 million nine-liter cases, according to Chicago-based SymphonyIRI Group. Within that total, super-premium, ultra-premium and luxury spirits combined for a 5.8% increase—outperforming value, popular and premium spirits combined (+1.3%).

The fastest-growing spirits types by volume were Irish whiskey (+23.9%), imported vodka (+13.3%), single malt Scotch (+10.5%) and Cognac (+8.9%). Meanwhile, blended Scotch (-6.2%) and non-Cognac brandy (-3.3%) showed declines.

Smirnoff and Bacardi continue to be the largest-selling spirits in food/drug stores, but the fastest-growing brands among the top 50 spirits include Svedka (+27.6%), Jameson (+33.1%), Maker’s Mark (+30.9%), UV (+22.4%), Sailor Jerry (+33.3%), Kamchatka (+22.5%) and Burnett’s vodka (+10.6%). Triple-digit growth (or higher) among the top 200 spirits was achieved by Pinnacle vodka from White Rock Distilleries, Camarena Tequila from E&J Gallo and Skinnygirl from Beam.

 

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