Overview: Total spirits sales across 18 control states in the US declined by 3% in volume during August according to National Alcohol Beverage Control Association data. Value-wise, the sector decreased by 5.5%, marking a continued downturn for traditional whiskey categories while alternative segments showed resilience.
The Full Story
Brandy/Cognac led volume decreases at 11.4%, followed by Canadian whisky at 12.7% and Scotch at 9.9%. American whiskey struggled with a 7.3% volume fall, while Irish whiskey remained stagnant at 0.2% volume growth. Tequila reported flat volume (down 0.3%) and value decreased by 4.2%, whereas vodka saw a 3% volume decline and a value drop of 4.6%.
Cachaça and cocktails were the only segments in growth, with Cachaça up 15.3% in volume and by 12.6% in value. Meanwhile, the cocktails segment was up by 12.4% in volume and by 8.4% in value. In the on-premise sector, total spirits sales across control states fell by 1.6% in volume and by 4.4% in value.
What This Means
The NABCA noted that August sales in West Virginia (up 11.1% in volume) were supported by the start of the college football season. New Hampshire (up 10.3%) saw a boost from continued promotional activity. While Michigan benefitted from three additional selling days, total spirits sales in August were down by 2.4% in volume and 3.8% in value. Over the same year-long period, total spirits sales across all 18 control states were down by 0.8% in volume and by 2.8% in value.
Consumer Takeaway
The data indicates a clear shift in consumer preference away from traditional whiskey categories toward ready-to-drink cocktails and Cachaça. For the drinker, this suggests that while premium spirits face headwinds in control states, accessible formats like RTDs are capturing market share. State-specific factors such as promotions and seasonal events continue to influence regional performance significantly.
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