美國淺色烈酒・深色烈酒消費者

Abstract

This report provides stakeholders in the distilled spirits industry-marketers, manufacturers, distributors and retailers-with analysis and insights to help make informed decisions in positioning marketing messages, and launching new products and retail strategies. Such insights include:

• Understanding the influence of U.S. population shifts on the distilled spirits industry
• The increasing influence of premium spirits in the industry
• Why white spirits are becoming more popular than dark spirits
• How flavored spirits are driving cocktail culture
• Why imported spirit sales are growing faster than domestic spirits
• How on-premise consumption is driving sales growth
• Using proprietary consumer research, statistical analysis, and other information tools such as Mintel Global New Products Database, Mintel provides actionable insights for this market on the issues listed above, and on many other industry matters.

The distilled spirits market is analyzed by the following segments:

• White Spirits
• Vodka
• Rum
• Gin
• Tequila
• Dark Spirits
• Whiskey (Irish/American), Whisky (Scottish/Canadian)
• Cordials and Liqueurs
• Brandy and Cognac
• Prepared Cocktails-spirit-based RTD cocktails such as margaritas or flavored alcoholic beverages (FABs)

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Abbreviations and terms
• Abbreviations
• Executive Summary
• White spirits more popular than dark spirits
• Vodka--Asians outdrink others
• Rum is a festive spirit, especially among young consumers
• Gin--ready for innovation and variety
• Tequila--good for a wild night!
• Bourbon--the most popular dark spirit among younger consumers
• Canadian whisky, mature but getting younger
• Scotch--big with Asians
• Blended and rye--not very popular due to less pronounced taste
• Irish split across age lines: Jameson/younger--Bushmills/older
• Cognac' s younger image
• Brandy and Armagnac, while traditionally mature, is getting a facelift
• Cordials and liqueurs, forever young
• Prepared cocktails--variety is the spice of life
• Market Drivers
• Demographic influence on the distilled spirits market
  • Figure 1: Alcoholic beverage consumption, by age, May 2005-June 2006
  • Figure 2: Americans who drank one or more alcoholic beverages in the past year, by age, 2005
  • Figure 3: U.S. population and projections, by age, 2001-11
• Premium spirits--affordable luxuries and symbols of status
  • Figure 4: Total U.S. top 20 high-growth brands of distilled spirits, 2004 and 2005
• Flavor innovations attract younger consumers
  • Figure 5: Flavored distilled spirits consumption, by age, January 2007
• Competition from other alcoholic beverages
  • Figure 6: Volume sales and market share for beer, distilled spirits and wine, 2001-05
  • Figure 7: Dollar sales and market share for beer, distilled spirits and wine*, 2001-05
• Laws governing spirits retailing restrict selling on Christmas and New Year during 2006/07
• Overview of Distilled Spirits Drinking
• Introduction
• Distilled spirits versus other alcoholic beverages
  • Figure 8: Incidence of consumption of distilled spirits versus other alcoholic beverages, by gender, May 2005-June 2006
  • Figure 9: Incidence of consumption of distilled spirits versus other alcoholic beverages, by age, May 2005-June 2006
• Incidence of distilled spirits drinking
  • Figure 10: Distilled spirits drinkers, white vs dark, 2002-06
  • Figure 11: Distilled spirits drinkers, white vs dark, by age, May 2005-June 2006
  • Figure 12: Distilled spirits drinkers, white vs dark, by household income, May 2005-June 2006
• White and dark spirits penetration by types
  • Figure 13: Consumption of specific distilled spirit types, by gender, May 2005-June 2006
• The White Spirit Consumer
• Introduction
• Vodka
• Capsule summary
• Incidence of vodka consumption
  • Figure 14: Vodka drinkers, by age, May 2005-June 2006
  • Figure 15: Vodka drinkers, by race/ethnicity, May 2005-June 2006
  • Figure 16: Vodka drinkers, by household income, May 2005-June 2006
• Frequency of vodka consumption
  • Figure 17: Number of drinks of vodka in the past 30 days, 2002-06
  • Figure 18: Number of drinks of vodka in the past 30 days, by age, May 2005-June 2006
  • Figure 19: Number of drinks of vodka in the past 30 days, by race/ethnicity, May 2005-June 2006
  • Figure 20: Number of drinks of vodka in the past 30 days, by household income, May 2005-June 2006
• Vodka consumption by brands
  • Figure 21: Vodka consumption by brands, by age, May 2005-June 2006
• Vodka drinkers by the place of consumption
  • Figure 22: Where people drink vodka, by age, January 2007
• Experiential perception of vodka
  • Figure 23: Experiential perception of vodka, by age, January 2007
• Rum
• Capsule summary
• Incidence of rum consumption
  • Figure 24: Rum drinkers, by age, May 2005-June 2006
  • Figure 25: Rum drinkers, by household income, May 2005-June 2006
• Rum consumption by type
  • Figure 26: Rum consumption by type, by age, May 2005-June 2006
• Frequency of rum consumption
  • Figure 27: Number of drinks of rum in the past 30 days, 2002-06
  • Figure 28: Number of drinks of rum in the past 30 days, by age, May 2005-June 2006
  • Figure 29: Number of drinks of rum in the past 30 days, by household income, May 2005-June 2006
• Rum consumption by brands
  • Figure 30: Rum consumption by brands, by age, May 2005-June 2006
• Rum drinkers by the place of consumption
  • Figure 31: Where people drink rum, by age, January 2007
• Experiential perception of rum
  • Figure 32: Experiential perception of rum, by age, January 2007
• Tequila
• Capsule summary
• Incidence of tequila consumption
  • Figure 33: Tequila drinkers, by age, May 2005-June 2006
  • Figure 34: Tequila drinkers, by race/ethnicity, May 2005-June 2006
  • Figure 35: Tequila drinkers, by household income, May 2005-June 2006
• Frequency of tequila consumption
  • Figure 36: Number of drinks of tequila in the past 30 days, 2002-06
  • Figure 37: Number of drinks of tequila in the past 30 days, by age, May 2005-June 2006
  • Figure 38: Number of drinks of tequila in the past 30 days, by race/ethnicity, May 2005-June 2006
  • Figure 39: Number of drinks of tequila in the past 30 days, by household income, May 2005-June 2006
• Tequila consumption by brands
  • Figure 40: Tequila consumption by brands, by age, May 2005-June 2006
• Tequila drinkers by the place of consumption
  • Figure 41: Where people drink tequila, by age, January 2007
• Experiential perception of tequila
  • Figure 42: Experiential perception of tequila, by age, January 2007
• Gin
• Capsule summary
• Incidence of gin consumption
  • Figure 43: Gin drinkers, by age, May 2005-June 2006
  • Figure 44: Gin drinkers, by race/ethnicity, May 2005-June 2006
  • Figure 45: Gin drinkers, by household income, May 2005-June 2006
• Frequency of gin consumption
  • Figure 46: Number of drinks of gin in the past 30 days, 2002-06
  • Figure 47: Number of drinks of gin in the past 30 days, by age, May 2005-June 2006
  • Figure 48: Number of drinks of gin in the past 30 days, by household income, May 2005-June 2006
• Gin consumption by brands
  • Figure 49: Gin consumption by brands, by age, May 2005-June 2006
• Gin drinkers by the place of consumption
  • Figure 50: Where people drink gin, by age, January 2007
• Experiential perception of gin
  • Figure 51: Experiential perception of gin, by age, January 2007
• The Dark Spirits Consumer
• Introduction
• Bourbon whiskey
• Capsule summary
• Incidence of Bourbon whiskey consumption
  • Figure 52: Bourbon whiskey drinkers, by age, May 2005-June 2006
  • Figure 53: Bourbon whiskey drinkers, by race/ethnicity, May 2005-June 2006
• Frequency of bourbon whiskey consumption
  • Figure 54: Number of drinks of bourbon whiskey in the past 30 days, by age, May 2005-June 2006
  • Figure 55: Number of drinks of bourbon whiskey in the past 30 days, by race/ethnicity, May 2005-June 2006
• Bourbon whiskey consumption by brands
  • Figure 56: Bourbon whiskey consumption by brands, by age, May 2005-June 2006
• Canadian whisky
• Capsule summary
• Incidence of Canadian whisky consumption
  • Figure 57: Canadian whisky drinkers, by race/ethnicity, May 2005-June 2006
• Frequency of Canadian whisky consumption
  • Figure 58: Number of drinks of Canadian whisky in the past 30 days, 2002-06
  • Figure 59: Number of drinks of Canadian whisky in the past 30 days, by race/ethnicity, May 2005-June 2006
• Canadian whisky consumption by brands
  • Figure 60: Canadian whisky consumption by brands, by age, May 2005-June 2006
• Scotch whisky
• Capsule summary
• Incidence of Scotch whisky consumption
  • Figure 61: Scotch whisky drinkers, by age, May 2005-June 2006
  • Figure 62: Scotch whisky drinkers, by race/ethnicity, May 2005-June 2006
• Frequency of Scotch whisky consumption
  • Figure 63: Number of drinks of Scotch whisky in the past 30 days, by age, May 2005-June 2006
  • Figure 64: Number of drinks of Scotch whisky in the past 30 days, by race/ethnicity, May 2005-June 2006
• Scotch whisky consumption by brands
  • Figure 65: Scotch whisky consumption by brands, by age, May 2005-June 2006
• Blended whiskey and rye
• Capsule summary
• Incidence of blended whiskey and rye consumption
  • Figure 66: Blended whiskey or rye drinkers, by race/ethnicity, May 2005-June 2006
• Frequency of blended whiskey consumption
  • Figure 67: Number of drinks of blended whiskey or rye in the past 30 days, by race/ethnicity,
• Blended whiskey or rye consumption by brands
  • Figure 68: Blended whiskey consumption by brands, by age, May 2005-June 2006
• Irish whiskey
• Capsule summary
• Incidence of Irish whiskey consumption
  • Figure 69: Irish whiskey drinkers, by household income, May 2005-June 2006
• Frequency of Irish whiskey consumption
  • Figure 70: Number of drinks of Irish whiskey in the past 30 days, by household income, May 2005-June 2006
• Irish whiskey consumption by brands
  • Figure 71: Irish whiskey consumption by brands, by age, May 2005-June 2006
• Whiskey/bourbon drinkers (all types) by the place of consumption
  • Figure 72: Where people drink whiskey/bourbon, by age, January 2007
• Experiential perception of whiskey
  • Figure 73: Experiential perception of whiskey, by age, January 2007
• Cognac
• Capsule summary
• Incidence of Cognac consumption
  • Figure 74: Cognac drinkers, by race/ethnicity, May 2005-June 2006
  • Figure 75: Cognac drinkers, by household income, May 2005-June 2006
• Frequency of Cognac consumption
  • Figure 76: Number of drinks of Cognac in the past 30 days, by race/ethnicity, May 2005-June 2006
• Cognac consumption by brands
  • Figure 77: Cognac consumption by brands, by age, May 2005-June 2006
  • Figure 78: Cognac consumption by brands, by race/ethnicity, May 2005-June 2006
  • Figure 79: Cognac consumption by brands, by household income, May 2005-June 2006
• Brandy and Armagnac
• Capsule summary
• Incidence of brandy and Armagnac consumption
  • Figure 80: Brandy and Armagnac drinkers, by race/ethnicity, May 2005-June 2006
• Frequency of brandy and Armagnac consumption
  • Figure 81: Number of drinks of brandy and Armagnac in the past 30 days, by age, May 2005-June 2006
  • Figure 82: Number of drinks of brandy and Armagnac in the past 30 days, by race/ethnicity,
• Brandy and Armagnac consumption by brands
  • Figure 83: Brandy and Armagnac consumption by brands, by age, May 2005-June 2006
  • Figure 84: Brandy and Armagnac consumption by brands, by race/ethnicity, May 2005-June 2006
• Brandy and Cognac drinkers by the place of consumption
  • Figure 85: Where people drink brandy and Cognac, by age, January 2007
• The Cordial, Liqueur and Prepared Cocktail Consumer
• Introduction
• Cordials and liqueurs
• Capsule summary
• Incidence of cordial and liqueur consumption
  • Figure 86: Cordial and liqueur drinkers, by age, May 2005-June 2006
  • Figure 87: Cordial and liqueur drinkers, by household income, May 2005-June 2006
• Frequency of cordial and liqueurs consumption
  • Figure 88: Number of drinks of cordials and liqueurs in the past 30 days, by age, May 2005-June 2006
• Liqueur consumption by type
  • Figure 89: Cream vs. non-cream liqueur consumption, by gender, May 2005-June 2006
• Cordial and liqueur consumption by brands
  • Figure 90: Cordial and liqueur consumption by brands, by age, May 2005-June 2006
  • Figure 91: Cordial and liqueur consumption by brands, by race/ethnicity, May 2005-June 2006
• Cordial and liqueur drinkers by the place of consumption
  • Figure 92: Where do people drink cordials and liqueurs, by age, January 2007
• Prepared cocktails
• Capsule summary
• Incidence of prepared cocktail consumption
  • Figure 93: Prepared cocktail drinkers, by age, May 2005-June 2006
  • Figure 94: Prepared cocktail drinkers, by race/ethnicity, May 2005-June 2006
• Frequency of drinking prepared cocktails
  • Figure 95: Number of drinks of prepared cocktails in the past 30 days, by age, May 2005-June 2006
  • Figure 96: Number of drinks of prepared cocktails in the past 30 days, by race/ethnicity, May 2005-June 2006
• Prepared cocktail consumption by brands
  • Figure 97: Prepared cocktail consumption by brands, by age, May 2005-June 2006
  • Figure 98: Prepared cocktail consumption by brands, by race/ethnicity, May 2005-June 2006
• Consumer Attitudes and Behavior Regarding Distilled Spirits
• Introduction
• Attitudes towards distilled spirits
  • Figure 99: Attitudes towards distilled spirits, by age, January 2007
• Ability to make a "good drink" with white or dark spirits
  • Figure 100: Ability to make a "good drink" with white or dark spirits, by gender, January 2007
• Distilled spirits and mixers, garnishes and chasers
  • Figure 101: Mixers and garnishes used for all types spirits, by age, January 2007
• Choice of retail channels to purchase distilled spirits
  • Figure 102: Choice of retail channels to purchase distilled spirits, by age, January 2007
• Attitude towards packaging
  • Figure 103: Attitude towards packaging, by age, January 2007
• Consumption of flavored distilled spirits
  • Figure 104: Flavored distilled spirits consumption, by age, January 2007
• Frequency of asking for a distilled spirit by brand name
  • Figure 105: Frequency of asking for a distilled spirit by brand name, by age, January 2007
  • Figure 106: Frequency of asking for a distilled spirit by brand name, by household income, January 2007
• Future and Forecast
• Future trends
• Age trend influence on the market
  • Figure 107: U.S. population and projections, by age, 2001-11
• Continued trend towards flavored and premium distilled spirits
• Continued trend towards cocktail culture
• Popularity of energy drinks as a mixer benefits the cocktail culture
• New mixers and distilled spirits flavors benefit the cocktail culture
• Hispanic population likely to become an important growth driver
  • Figure 108: Consumption of distilled spirits and cordials/liqueurs by Hispanics, by age, May 2005-June 2006
  • Figure 109: Population, by race and Hispanic origin, 2001-11
• Appendix: Trade Associations
• Appendix: New Product Briefs