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Impact Databank: U.S. Market’s Top 25 Spirits Brands Up By More Than 5% In 2015

January 4, 2016

The U.S. spirits market was on the rise in 2015, due largely to the incremental growth generated by the flavored whisk(e)y segment. Impact Databank estimates 1.8% overall market growth to 214.9 million nine-liter cases for the year, with the top-selling brands—those above 2 million cases—driving the increase.

The market’s top 25 spirits brands enjoyed a 5.6% aggregate increase in 2015, according to Impact Databank estimates, following a 4.5% bump in 2014. Sixteen of the top 25 brands rose by volume—including six by double-digit rates—while nine lost ground.

While growth among the leading brands is impressive, those at the very top are struggling to make solid gains. Longtime market leader Smirnoff vodka is estimated at a 0.5% increase to 9.6 million cases, while Bacardi and Captain Morgan—the U.S. spirits market’s second- and third-biggest brands, respectively—are both projected to be down slightly.

The market’s main growth can be found just below those three top brands, as Jack Daniel’s, Crown Royal, Fireball and Jim Beam all saw marked increases last year. Each of these brands owe much of their expansion to the rapidly-rising flavored whisk(e)y segment, which grew about 40% last year, according to Impact Databank. Jack Daniel’s Tennessee Honey and Tennessee Fire are among the top-selling flavored whiskies, as are Crown Royal Regal Apple and Jim Beam Red Stag. Fireball, meanwhile, is the category leader, with sales approaching 5 million cases last year.

A full report on the U.S. market’s top 25 spirits brands will appear in the January 1&15 issue of Impact.

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