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Exclusive: U.S. Spirits Volumes Projected To Rise 2.4% In 2016, According To Impact Databank

September 20, 2016

The U.S. spirits market is on pace to expand once again in 2016, which would mark its 21st consecutive annual gain, according to Impact Databank. Spirits are projected to outperform both wine and beer for the fifth straight year. Wine is expected to increase by just 1.1% in 2016, while beer is projected to register a 0.2% decline. Spirits’ growth can be attributed primarily to continued gains from flavored whiskies, Cognac, Bourbon, Irish whiskey, Tequila and single malt Scotch. Declines are expected from blended Scotch, gin, rum and pre-mixed cocktails.

Tito’s vodka is projected to be among the 10 largest-selling spirits brands in the U.S. by year-end, and remains the fastest-growing among all million-case brands. Other big growth brands include Hennessy Cognac, with continued strong performance from its VS variant; Crown Royal Canadian whisky, primarily due to its Regal Apple line extension; Jameson Irish whiskey, which by year-end will have achieved 21 consecutive annual volume gains; and New Amsterdam vodka, which is likely to join Tito’s among the 10 largest-selling spirits brands for the first time in 2016—in just its fifth full year on the market.

Among other significant milestones, Hennessy is expected to become the U.S. market’s number-one spirits brand in value terms (ahead of Smirnoff vodka), while Jack Daniel’s has surpassed 6 million cases (including flavored whiskies), marking the first time a whisk(e)y brand has reached that level of depletions since 1981. The Glenlivet, the market’s number-one single malt Scotch, has become Pernod Ricard USA’s largest-selling Scotch whisky (ahead of Chivas Regal), and Crown Royal Regal Apple is estimated to surpass the million-case mark in just its second full year on the market.

Impact Databank’s full report on the U.S. spirits market has just been released. For more information and to order The U.S. Spirits Market: Impact Databank Review and Forecast 2016 edition, as well as other exclusive Shanken reports, click here.

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