Americans first choice is spirits over wine and beer
According to the Distilled Spirits Council (DISCUS), Americans prefer spirits to wine and beer, driving spirits from whiskey to tequila.
Statistics indicate a preference for spirits over beer and wine on the part of Americans, especially premium spirits with a price above $35. In fact, spirits such as premium rum grew 26.8% by volume compared to 2018. Subsequently, brandy and cognac grew 26.2%, American whisky 16.9% and gin 14.7%. Tequila and mezcal grew 9.7% according to DISCUS.
In fact, in 2018, spirits gained market share for the ninth consecutive time. The U.S. whisky market by companies such as Brown-Forman (BFA) enjoyed a 21% growth between the last 9 months and January 2019 in its portfolio of premium whiskies. This includes brands such as Woodford Reserve, Jack Daniel’s Single Barrel, and Gentlemen Jack, the first to position itself as the strongest.
In the tequila sector, demand in the United States has encouraged foreign distillers such as Enemigo, the luxury British tequila brand. Indeed, a specific demand for this brand that sells its tequilas up to $170 per bottle has positioned the brand in the country, mainly in New York.
According to Chris Swonger, executive director of DISCUS, these premium liqueurs are mainly a choice of the millennial generation who seek first and foremost “diverse and authentic experiences and innovative, high-end products”.
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