DISTILLED SPIRITS CONTINUE GROWTH
WE ARE NOTHING if not a country that likes its cocktails and fine spirits. According to The Beverage Information Groups Liquor Handbook 2O13, distilled spirits consumption rose 3.5% to 2O5.6 million nine-liter cases last year as the industry surpassed 2OO million cases for the first time. “In addition to the modernization of liquor laws, more spirits products are advertised on television than ever before,” the company stated. “This has led the public to be more accepting of the distilled spirits industry and has resulted in fewer advertising restrictions. Broadcast advertising was up overall last year with rum, vodka, straights, and cordials/liqueurs leading the pack.” In 2O12, all categories posted increases with the exception of gin, which was down O.1%, and prepared cocktails, which decreased 3.3%. In addition, retail dollar sales for distilled spirits grew at a faster rate than case sales. This growth was influenced by the popularity of high-end spirits among on-premise outlets. Total on-premise retail dollar sales increased 6.3% with spirits showing a 5.9% gain, reaching $37.3 billion in 2O12. “Today’s consumer is more adventurous and willing to try new brands and flavors,” said Adam Rogers, Senior Research Analyst for Beverage Information Group. “Their preferences have shifted to sweeter taste profiles, and the distilled spirits industry has developed products to cater to them.” Total consumption is projected to end 2O13 up 3.5% at 212.8 million nine-liter cases.