Premium Products Continue to Drive Distilled Spirits, According to the 2019 Liquor Handbook

The Beverage Information Group
Marina Velez, Manager of Information Services
763-383-4400 ext. 2212

Marybeth Came, Director of Client Services
763-383-4400 ext. 2216

For Immediate Release

Norwalk, Conn., (Aug.
14, 2019) – 
distilled spirits industry posted
another increase in 2018, marking its 21st consecutive year of
volume growth, according
to the Beverage Information Group’s 2019
Liquor Handbook.
The spirits segment ended the year up 2.0%,
reaching 232.2 million 9-liter cases.

with last year, consumers’ ongoing interest in high-end and superpremium products across the
spirits segments—at home and within on-premise venues—has been a key factor in boosting
consumption. Innovation
in new product offerings and line extensions that resonate with current
consumer preferences and changing tastes have also influenced
spirits category growth.

popularity of brown spirits, especially straight whiskeys and bourbons,
continues to climb. Domestic whiskey brands have been successfully in expanding
their core consumer base while also attracting new consumers into the category
via gentler flavored offerings. The tequila, Cognac and Irish whiskey
categories also posted significant gains in 2018.

As for popular liquor brands, Tito’s Handmade Vodka and
Jameson Irish whiskey were
among those attaining notable growth levels. Tito’s rose by more than 1 million
cases, surpassing Bacardi to become the U.S. market’s number-two spirits brand,
behind Smirnoff. Tito’s has posted average growth of 45.3% from 2013 to 2018—more
than doubling in size in the past three years and showing no sign of slowing.

Crown Royal Canadian whisky, the Jim Beam family of bourbons
and Jack Daniel’s also remained in growth mode last year. Whisk(e)y
brands in particular capture the interest of consumers who appreciate the
heritage background and authenticity, which drives their purchasing behavior.

way that Millennials perceive and consume beverage alcohol has significantly
affected the industry. Suppliers have had to adapt to the fast-changing nature
of the business and strive to position brands that resonate as authentic to
succeed and win consumers’ drinking occasions. 

the 2019 Liquor Handbook

The Beverage Information Group’s 2019 Liquor Handbook is the most comprehensive source of information on U.S. spirits and sales trends. It includes consumption and projection information by category and by market, tracks leading brands and reports historical data. The publications can be purchased at or by contacting Marybeth Came, or 763-383-4400 ext. 2216.


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Author: Melissa Dowling {authorlink}