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Tequila, Cognac, Irish Whiskey Drive Off-Premise Spirits Growth

August 31, 2020

Off-premise spirits sales continue to perform robustly, rising 24% by value and 21% by volume in IRI channels for the 4-week period ending August 9. Vodka is still the largest-selling category by far, accounting for over a quarter of spirits dollars in the most recent 4-week period, and over 30% of volume.

The fastest-growing categories the past month in value terms were Tequila (+46.2%), Cognac (+46%), Irish whiskey (+30%), cordials/liqueurs (+29.7%), and American whiskies (+25%), including flavors. Spirits have increased 15% in IRI channels in volume terms over the most recent 52-week period, compared to less than 4% growth for all of calendar year 2019.

Tito’s vodka continues to lead all spirits in IRI channels, followed by Jack Daniel’s Black Tennessee whiskey. But among the 20 largest-selling spirits, the fastest-growing brands in dollar terms in the 4-week period ending August 9 were Patron (+52%), Hennessy VS (+38%), Malibu (+35%), and Crown Royal Regal Apple (+33%).

Eighty-eight of the top 100 brands in IRI channels increased by dollars the past month, as spirits continue to do well off-premise amid the pandemic. Tito’s has grown nearly 30% in IRI channels over the past 52 weeks, and is projected to become the market’s largest-selling spirit overall before year-end, according to Impact Databank.—Juan Banaag

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