Alcoholic Drinks in the US

Alcoholic Drinks in the US

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Health and wellness trend continues to impact US alcoholic drinks in 2019

Success for value-centric retail channels

Alcoholic drinks to see positive growth from 2021, but it will be slow going in making up for the 2020 losses

Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2017-2024
Chart 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2017-2024
Chart 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2016-2024
Chart 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2016-2024

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2014-2019

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2019

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2014-2019

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2014-2019
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2014-2019
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2014-2019
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2014-2019
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2019
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2019
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2019
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2019
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2015-2019
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2014-2019
Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2019-2024
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

DEFINITIONS

SOURCES

Summary 2 Research Sources

Alcoholic Drinks in the US

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Health and wellness trend continues to impact US alcoholic drinks in 2019

Success for value-centric retail channels

Alcoholic drinks to see positive growth from 2021, but it will be slow going in making up for the 2020 losses

Chart 5 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2017-2024
Chart 6 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2017-2024
Chart 7 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2016-2024
Chart 8 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2016-2024

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 18 Number of On-trade Establishments by Type 2014-2019

TAXATION AND DUTY LEVIES

Summary 3 Taxation and Duty Levies on Alcoholic Drinks 2019

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 19 Retail Consumer Expenditure on Alcoholic Drinks 2014-2019

MARKET DATA

Table 20 Sales of Alcoholic Drinks by Category: Total Volume 2014-2019
Table 21 Sales of Alcoholic Drinks by Category: Total Value 2014-2019
Table 22 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2014-2019
Table 23 Sales of Alcoholic Drinks by Category: % Total Value Growth 2014-2019
Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2019
Table 25 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2019
Table 26 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2019
Table 27 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2019
Table 28 GBO Company Shares of Alcoholic Drinks: % Total Volume 2015-2019
Table 29 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2014-2019
Table 30 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019
Table 31 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
Table 32 Forecast Sales of Alcoholic Drinks by Category: Total Value 2019-2024
Table 33 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
Table 34 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

DEFINITIONS

SOURCES

Summary 4 Research Sources

Beer in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Domestic light beers suffer as competition from hard seltzers mounts

Non-alcoholic beers see strong growth as health and wellness trends reach beer

Crown Imports continues to be the best performer among the large producers

2020 AND BEYOND

COVID-19 impact

Affected products within beer

Recovery and opportunities

CATEGORY BACKGROUND

Lager price band methodology

Summary 5 Lager by Price Band 2019
Table 35 Number of Breweries 2015-2019

CATEGORY DATA

Table 36 Sales of Beer by Category: Total Volume 2014-2019
Table 37 Sales of Beer by Category: Total Value 2014-2019
Table 38 Sales of Beer by Category: % Total Volume Growth 2014-2019
Table 39 Sales of Beer by Category: % Total Value Growth 2014-2019
Table 40 Sales of Beer by Off-trade vs On-trade: Volume 2014-2019
Table 41 Sales of Beer by Off-trade vs On-trade: Value 2014-2019
Table 42 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 43 Sales of Beer by Off-trade vs On-trade: % Value Growth 2014-2019
Table 44 GBO Company Shares of Beer: % Total Volume 2015-2019
Table 45 NBO Company Shares of Beer: % Total Volume 2015-2019
Table 46 LBN Brand Shares of Beer: % Total Volume 2016-2019
Table 47 Forecast Sales of Beer by Category: Total Volume 2019-2024
Table 48 Forecast Sales of Beer by Category: Total Value 2019-2024
Table 49 Forecast Sales of Beer by Category: % Total Volume Growth 2019-2024
Table 50 Forecast Sales of Beer by Category: % Total Value Growth 2019-2024

Wine in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Overall wine performance remains muted in 2019

Wine perceived as offering value performs best

Private label share continues to increase

2020 AND BEYOND

COVID-19 impact

Affected products within wine

Recovery and opportunities

CATEGORY DATA

Table 51 Sales of Wine by Category: Total Volume 2014-2019
Table 52 Sales of Wine by Category: Total Value 2014-2019
Table 53 Sales of Wine by Category: % Total Volume Growth 2014-2019
Table 54 Sales of Wine by Category: % Total Value Growth 2014-2019
Table 55 Sales of Wine by Off-trade vs On-trade: Volume 2014-2019
Table 56 Sales of Wine by Off-trade vs On-trade: Value 2014-2019
Table 57 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 58 Sales of Wine by Off-trade vs On-trade: % Value Growth 2014-2019
Table 59 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2014-2019
Table 60 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2014-2019
Table 61 Sales of Still White Wine by Price Segment: % Off-trade Volume 2014-2019
Table 62 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2014-2019
Table 63 GBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019
Table 64 NBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019
Table 65 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2016-2019
Table 66 GBO Company Shares of Champagne: % Total Volume 2015-2019
Table 67 NBO Company Shares of Champagne: % Total Volume 2015-2019
Table 68 LBN Brand Shares of Champagne: % Total Volume 2016-2019
Table 69 GBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019
Table 70 NBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019
Table 71 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2016-2019
Table 72 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019
Table 73 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019
Table 74 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2016-2019
Table 75 GBO Company Shares of Non-grape Wine: % Total Volume 2015-2019
Table 76 NBO Company Shares of Non-grape Wine: % Total Volume 2015-2019
Table 77 LBN Brand Shares of Non-grape Wine: % Total Volume 2016-2019
Table 78 Forecast Sales of Wine by Category: Total Volume 2019-2024
Table 79 Forecast Sales of Wine by Category: Total Value 2019-2024
Table 80 Forecast Sales of Wine by Category: % Total Volume Growth 2019-2024
Table 81 Forecast Sales of Wine by Category: % Total Value Growth 2019-2024

Spirits in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Premium spirits performing strongly

Whiskies led the way in volume growth

Tito’s consolidates its position as the largest spirits brand

2020 AND BEYOND

COVID-19 impact

Affected products within spirits

Recovery and opportunities

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

Summary 6 Benchmark Brands 2019

CATEGORY DATA

Table 82 Sales of Spirits by Category: Total Volume 2014-2019
Table 83 Sales of Spirits by Category: Total Value 2014-2019
Table 84 Sales of Spirits by Category: % Total Volume Growth 2014-2019
Table 85 Sales of Spirits by Category: % Total Value Growth 2014-2019
Table 86 Sales of Spirits by Off-trade vs On-trade: Volume 2014-2019
Table 87 Sales of Spirits by Off-trade vs On-trade: Value 2014-2019
Table 88 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 89 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2014-2019
Table 90 Sales of Dark Rum by Price Platform: % Total Volume 2014-2019
Table 91 Sales of White Rum by Price Platform: % Total Volume 2014-2019
Table 92 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2014-2019
Table 93 Sales of English Gin by Price Platform: % Total Volume 2014-2019
Table 94 Sales of Vodka by Price Platform: % Total Volume 2014-2019
Table 95 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2014-2019
Table 96 GBO Company Shares of Spirits: % Total Volume 2015-2019
Table 97 NBO Company Shares of Spirits: % Total Volume 2015-2019
Table 98 LBN Brand Shares of Spirits: % Total Volume 2016-2019
Table 99 Forecast Sales of Spirits by Category: Total Volume 2019-2024
Table 100 Forecast Sales of Spirits by Category: Total Value 2019-2024
Table 101 Forecast Sales of Spirits by Category: % Total Volume Growth 2019-2024
Table 102 Forecast Sales of Spirits by Category: % Total Value Growth 2019-2024

Beer in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Domestic light beers suffer as competition from hard seltzers mounts

Non-alcoholic beers see strong growth as health and wellness trends reach beer

Crown Imports continues to be the best performer among the large producers

2020 AND BEYOND

COVID-19 impact

Affected products within beer

Recovery and opportunities

CATEGORY BACKGROUND

Lager price band methodology

Summary 7 Lager by Price Band 2019
Table 103 Number of Breweries 2015-2019

CATEGORY DATA

Table 104 Sales of Beer by Category: Total Volume 2014-2019
Table 105 Sales of Beer by Category: Total Value 2014-2019
Table 106 Sales of Beer by Category: % Total Volume Growth 2014-2019
Table 107 Sales of Beer by Category: % Total Value Growth 2014-2019
Table 108 Sales of Beer by Off-trade vs On-trade: Volume 2014-2019
Table 109 Sales of Beer by Off-trade vs On-trade: Value 2014-2019
Table 110 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 111 Sales of Beer by Off-trade vs On-trade: % Value Growth 2014-2019
Table 112 GBO Company Shares of Beer: % Total Volume 2015-2019
Table 113 NBO Company Shares of Beer: % Total Volume 2015-2019
Table 114 LBN Brand Shares of Beer: % Total Volume 2016-2019
Table 115 Forecast Sales of Beer by Category: Total Volume 2019-2024
Table 116 Forecast Sales of Beer by Category: Total Value 2019-2024
Table 117 Forecast Sales of Beer by Category: % Total Volume Growth 2019-2024
Table 118 Forecast Sales of Beer by Category: % Total Value Growth 2019-2024

Wine in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Overall wine performance remains muted in 2019

Wine perceived as offering value performs best

Private label share continues to increase

2020 AND BEYOND

COVID-19 impact

Affected products within wine

Recovery and opportunities

CATEGORY DATA

Table 119 Sales of Wine by Category: Total Volume 2014-2019
Table 120 Sales of Wine by Category: Total Value 2014-2019
Table 121 Sales of Wine by Category: % Total Volume Growth 2014-2019
Table 122 Sales of Wine by Category: % Total Value Growth 2014-2019
Table 123 Sales of Wine by Off-trade vs On-trade: Volume 2014-2019
Table 124 Sales of Wine by Off-trade vs On-trade: Value 2014-2019
Table 125 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 126 Sales of Wine by Off-trade vs On-trade: % Value Growth 2014-2019
Table 127 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2014-2019
Table 128 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2014-2019
Table 129 Sales of Still White Wine by Price Segment: % Off-trade Volume 2014-2019
Table 130 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2014-2019
Table 131 GBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019
Table 132 NBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019
Table 133 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2016-2019
Table 134 GBO Company Shares of Champagne: % Total Volume 2015-2019
Table 135 NBO Company Shares of Champagne: % Total Volume 2015-2019
Table 136 LBN Brand Shares of Champagne: % Total Volume 2016-2019
Table 137 GBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019
Table 138 NBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019
Table 139 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2016-2019
Table 140 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019
Table 141 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019
Table 142 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2016-2019
Table 143 GBO Company Shares of Non-grape Wine: % Total Volume 2015-2019
Table 144 NBO Company Shares of Non-grape Wine: % Total Volume 2015-2019
Table 145 LBN Brand Shares of Non-grape Wine: % Total Volume 2016-2019
Table 146 Forecast Sales of Wine by Category: Total Volume 2019-2024
Table 147 Forecast Sales of Wine by Category: Total Value 2019-2024
Table 148 Forecast Sales of Wine by Category: % Total Volume Growth 2019-2024
Table 149 Forecast Sales of Wine by Category: % Total Value Growth 2019-2024

Spirits in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Premium spirits performing strongly

Whiskies led the way in volume growth

Tito’s consolidates its position as the largest spirits brand

2020 AND BEYOND

COVID-19 impact

Affected products within spirits

Recovery and opportunities

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

Summary 8 Benchmark Brands 2019

CATEGORY DATA

Table 150 Sales of Spirits by Category: Total Volume 2014-2019
Table 151 Sales of Spirits by Category: Total Value 2014-2019
Table 152 Sales of Spirits by Category: % Total Volume Growth 2014-2019
Table 153 Sales of Spirits by Category: % Total Value Growth 2014-2019
Table 154 Sales of Spirits by Off-trade vs On-trade: Volume 2014-2019
Table 155 Sales of Spirits by Off-trade vs On-trade: Value 2014-2019
Table 156 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 157 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2014-2019
Table 158 Sales of Dark Rum by Price Platform: % Total Volume 2014-2019
Table 159 Sales of White Rum by Price Platform: % Total Volume 2014-2019
Table 160 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2014-2019
Table 161 Sales of English Gin by Price Platform: % Total Volume 2014-2019
Table 162 Sales of Vodka by Price Platform: % Total Volume 2014-2019
Table 163 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2014-2019
Table 164 GBO Company Shares of Spirits: % Total Volume 2015-2019
Table 165 NBO Company Shares of Spirits: % Total Volume 2015-2019
Table 166 LBN Brand Shares of Spirits: % Total Volume 2016-2019
Table 167 Forecast Sales of Spirits by Category: Total Volume 2019-2024
Table 168 Forecast Sales of Spirits by Category: Total Value 2019-2024
Table 169 Forecast Sales of Spirits by Category: % Total Volume Growth 2019-2024
Table 170 Forecast Sales of Spirits by Category: % Total Value Growth 2019-2024

Cider/Perry in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Cider declines despite strong growth in the previous year

Sugar concerns continue to impact the category

Flavour variety was key, particularly in the off-trade channel

2020 AND BEYOND

COVID-19 impact

Recovery and opportunities

CATEGORY DATA

Table 171 Sales of Cider/Perry: Total Volume 2014-2019
Table 172 Sales of Cider/Perry: Total Value 2014-2019
Table 173 Sales of Cider/Perry: % Total Volume Growth 2014-2019
Table 174 Sales of Cider/Perry: % Total Value Growth 2014-2019
Table 175 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2014-2019
Table 176 Sales of Cider/Perry by Off-trade vs On-trade: Value 2014-2019
Table 177 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 178 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2014-2019
Table 179 GBO Company Shares of Cider/Perry: % Total Volume 2015-2019
Table 180 NBO Company Shares of Cider/Perry: % Total Volume 2015-2019
Table 181 LBN Brand Shares of Cider/Perry: % Total Volume 2016-2019
Table 182 Forecast Sales of Cider/Perry: Total Volume 2019-2024
Table 183 Forecast Sales of Cider/Perry: Total Value 2019-2024
Table 184 Forecast Sales of Cider/Perry: % Total Volume Growth 2019-2024
Table 185 Forecast Sales of Cider/Perry: % Total Value Growth 2019-2024

Rtds in the US

HEADLINES

PRE-COVID-19 PERFORMANCE

Inspired by hard seltzers, malt-based RTD brands demonstrate increased innovation

Canned craft RTD cocktails remain popular

White Claw faces increased competition as the hard seltzer category matures

2020 AND BEYOND

COVID-19 impact

Affected products within RTDs

Recovery and opportunities

CATEGORY DATA

Table 186 Sales of RTDs by Category: Total Volume 2014-2019
Table 187 Sales of RTDs by Category: Total Value 2014-2019
Table 188 Sales of RTDs by Category: % Total Volume Growth 2014-2019
Table 189 Sales of RTDs by Category: % Total Value Growth 2014-2019
Table 190 Sales of RTDs by Off-trade vs On-trade: Volume 2014-2019
Table 191 Sales of RTDs by Off-trade vs On-trade: Value 2014-2019
Table 192 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 193 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2014-2019
Table 194 GBO Company Shares of RTDs: % Total Volume 2015-2019
Table 195 NBO Company Shares of RTDs: % Total Volume 2015-2019
Table 196 LBN Brand Shares of RTDs: % Total Volume 2016-2019
Table 197 Forecast Sales of RTDs by Category: Total Volume 2019-2024
Table 198 Forecast Sales of RTDs by Category: Total Value 2019-2024
Table 199 Forecast Sales of RTDs by Category: % Total Volume Growth 2019-2024
Table 200 Forecast Sales of RTDs by Category: % Total Value Growth 2019-2024

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