Super-Premium Spirits Drive Solid Growth In U.S. Control StatesFebruary 15, 2022
Spirits volumes rose 4.6% across the U.S. market’s control states in 2021, slower than the impressive 7.5% growth recorded in 2020—due to pantry loading as a result of the pandemic—but still better compared to the 3.7% increase registered in 2019. NABCA markets comprise roughly 23% of the U.S. spirits market by volume, according to Impact Databank.
Pre-packaged cocktails were the single-fastest growing spirits category in control states last year, jumping 38.5% by volume, to outpace other flourishing segments such as Tequila (+23.7%) and Irish whiskey (+13.4%). Brandy/Cognac (-4.4%) was the only segment to suffer a decline among control states in 2021. Among the 35 largest-selling spirits in control states, the fastest-growing items were all priced above $25 a 750-ml. on average—including Patrón Silver (+17.4%), 1800 Silver (+16.9%), Jameson (+16%), Maker’s Mark (+15.2%), and Grey Goose (+14.8%).
Pennsylvania surged 21% last year on a relatively easy comp, after temporarily shutting down all its retail outlets in 2020 during the initial Covid outbreak. Two other control states posted annual growth rates of above 5% in 2021—Alabama (+5.9%) and North Carolina (+5.1%). The largest control jurisdiction—Michigan (-0.3%)—lost volume last year, with New Hampshire (-0.8%) the only other NABCA market to register a decline in 2021. Michigan, Pennsylvania, North Carolina, and Ohio all rank among the top 10 spirits-consuming markets in the U.S., according to Impact Databank.—Juan Banaag
|U.S.—Top 10 Spirits Brands in Control States
(thousands of 9-liter cases)
|1||Tito’s||Fifth Generation||Domestic Vodka||2,536||2,877||13.4%|
|2||Smirnoff||Diageo North America||Domestic vodka||1,971||1,981||0.5%|
|3||Fireball||Sazerac Co||Flavored Canadian Whisky||1,647||1,819||10.5%|
|4||Captain Morgan||Diageo North America||Virgin Islands Rum||1,377||1,396||1.3%|
|5||Bacardi||Bacardi USA||Puerto Rican Rum||1,383||1,383||0.0%|
|6||Jack Daniel’s2||Brown-Forman||Tennessee Whiskey||1,056||1,095||3.7%|
|7||New Amsterdam||E.&J. Distillers||Domestic Vodka||1,089||1,073||-1.5%|
|8||Hennessy||Moet Hennessy USA||Cognac||1,147||998||-13.0%|
|9||Jose Cuervo||Proximo Spirits||Tequila||899||948||5.5%|
|10||Jim Beam2||Beam Suntory||Bourbon||921||932||1.2%|
|Total Top 103||14,026||14,501||3.4%|
|1 Based on unrounded data.
2 Excludes flavors.
3 Addition of columns many not agree due to rounding.Source: NABCA and IMPACT DATABANK © 2022