Industry Review Supplemental Tables and Charts – 2013
New York Yacht Club
February 4, 2014 (Revised 2/11/14)
Distilled Spirits Council
Distilled Spirits Council of the United States
Annual Industry Review 2013
U.S. Spirits Market 2013 , 9-Liter Cases by Price Category
9-Liter Cases (000)
Category
Value
Premium
High End
Premium
Super
Premium
Total
Blended Whiskey
Bourbon & Tennessee
Canadian
Scotch - Blended
Scotch - Single Malt
Irish
Total Whiskey
2,808
3,007
8,744
2,133
16,692
3,323
5,048
2,656
3,035
145
49
14,255
8,743
242
2,288
1,111
2,311
14,696
1,234
4,854
335
514
178
7,115
6,131
18,032
16,496
7,791
1,770
2,539
52,758
Vodka
Rum
Tequila
Gin
26,396
5,798
2,866
6,855
20,304
16,238
7,026
1,129
12,939
3,130
1,161
2,260
6,229
407
2,081
78
65,869
25,572
13,134
10,321
7,236
7,956
2,175
305
10,574
4,170
2,612
2,103
-
970
12
-
11,124
20,645
6,345
75,975
74,000
38,901
16,892
205,768
Brandy & Cognac
Cordials
Cocktails
Total
U.S. Spirits Market 2013 , Annual Volume Growth by Price Category
9-Liter Cases (000)
Category
Value
Premium
High End
Premium
Super
Premium
Total
Blended Whiskey
Bourbon & Tennessee
Canadian
Scotch - Blended
Scotch - Single Malt
Irish
Total Whiskey
(83)
211
(28)
(164)
(64)
852
64
40
112
(20)
1,047
664
92
95
118
388
1,358
215
363
108
66
10
762
769
1,154
467
151
184
379
3,103
Vodka
Rum
Tequila
Gin
(165)
(165)
(12)
(505)
476
(141)
590
(8)
401
360
44
107
(27)
21
186
(1)
686
74
808
(408)
Brandy & Cognac
Cordials
Cocktails
5
(124)
121
5
(740)
(37)
57
272
-
64
1
132
(591)
84
Total
(908)
1,191
2,599
1,006
3,888
Distilled Spirits Council of the United States
-
Annual Industry Review 2013
U.S. Spirits Market 2013 , Percent Volume Change by Price Category
Percentage
Value
Premium
High End
Premium
Super
Premium
Total
Blended Whiskey
Bourbon & Tennessee
Canadian
Scotch - Blended
Scotch - Single Malt
Irish
Total Whiskey
-2.9%
7.5%
-0.3%
-7.1%
-0.4%
34.5%
1.3%
1.5%
3.8%
0.0%
-28.6%
7.9%
8.2%
61.5%
4.3%
11.9%
20.2%
10.2%
21.1%
8.1%
47.5%
14.8%
5.8%
12.0%
14.3%
6.8%
2.9%
2.0%
11.6%
17.5%
6.2%
Vodka
Rum
Tequila
Gin
-0.6%
-2.8%
-0.4%
-6.9%
2.4%
-0.9%
9.2%
-0.7%
3.2%
13.0%
4.0%
5.0%
-0.4%
5.4%
9.8%
-1.7%
1.1%
0.3%
6.6%
-3.8%
Brandy & Cognac
Cordials
Cocktails
0.1%
-1.5%
5.9%
1.5%
-6.5%
-0.9%
2.2%
14.8%
7.1%
11.4%
1.2%
0.5%
1.3%
Total
-1.2%
1.6%
7.2%
6.3%
1.9%
Category
Distilled Spirits Council of the United States
Annual Industry Review 2013
U.S. Spirits Market 2013 , Supplier Gross Revenues
Includes FET (millions)
Category
Value
High End
Premium
Premium
Blended Whiskey
Bourbon & Tennessee
Canadian
Scotch - Blended
Scotch - Single Malt
Irish
Total Whiskey
$
$
$
$
$
$
$
145 $
172 $
464 $
149 $
$
$
930 $
Vodka
Rum
Tequila
Gin
$
$
$
$
1,087 $
286 $
221 $
408 $
Brandy & Cognac
Cordials
Cocktails
$
$
$
545 $
477 $
107 $
Totals
$
4,061 $
Super
Premium
Total
241 $
515 $
272 $
480 $
27 $
$
1,535 $
$
1,490 $
36 $
603 $
326 $
436 $
2,891 $
273
928
158
237
64
1,659
$
$
$
$
$
$
$
387
2,449
1,699
1,389
590
500
7,014
1,554
1,626
818
130
1,681 $
377 $
213 $
315 $
1,266 $
103 $
779 $
13 $
5,588
2,392
2,030
866
394 $
5 $
$
1,549
2,456
353
$
$
$
$
45 $
1,492 $
246 $
7,446
565
482
-
$
$
$
$
6,524 $
4,219
$
22,249
U.S. Spirits Market 2013 , Supplier Gross Revenue Growth
Includes FET (millions)
Category
Value
High End
Premium
Premium
Blended Whiskey
Bourbon & Tennessee
Canadian
Scotch - Blended
Scotch - Single Malt
Irish
Total Whiskey
$
$
$
$
$
$
$
(4)
15
2
(10)
3
$
$
$
$
$
$
$
63 $
16 $
5 $
23 $
0 $
$
107 $
Vodka
Rum
Tequila
Gin
$
$
$
$
2
(6)
(0)
(26)
$
$
$
$
Brandy & Cognac
Cordials
Cocktails
$
$
$
8 $
(4) $
6 $
Totals
$
(17) $
Distilled Spirits Council of the United States
$
$
$
$
$
$
$
48 $
33 $
69 $
1 $
80 $
44 $
8 $
19 $
1 $
(118) $
(2) $
139
$
146
14
34
39
80
313
Super
Premium
Total
51
78
52
36
5
221
$
$
$
$
$
$
$
60
227
98
98
75
85
643
(8)
5
72
(0)
$
$
$
$
122
76
148
(6)
(4) $
61 $
$
27 $
1 $
$
32
(60)
4
521
318
960
$
-
$
Annual Industry Review 2013
U.S. Spirits Market 2013 , Supplier Gross Revenues
Percent Change
High End
Premium
Super
Premium
Total
7.5%
10.9%
62.8%
6.0%
13.7%
22.4%
12.1%
22.8%
9.1%
48.6%
17.8%
9.0%
15.4%
18.2%
10.2%
6.1%
7.6%
14.7%
20.5%
10.1%
0.2%
-2.0%
-0.1%
-5.9%
3.2%
2.0%
9.2%
1.0%
5.0%
13.3%
3.7%
6.3%
-0.6%
5.1%
10.2%
0.0%
2.2%
3.3%
7.9%
-0.6%
Brandy & Cognac
Cordials
Cocktails
1.5%
-0.9%
5.9%
2.7%
-7.3%
-0.9%
-0.8%
14.6%
7.3%
18.4%
2.1%
-2.4%
1.1%
Totals
-0.4%
1.9%
8.7%
8.2%
4.5%
Category
Value
Premium
Blended Whiskey
Bourbon & Tennessee
Canadian
Scotch - Blended
Scotch - Single Malt
Irish
Total Whiskey
-2.4%
9.3%
0.3%
-6.3%
35.5%
3.1%
1.9%
4.9%
1.2%
0.3%
Vodka
Rum
Tequila
Gin
Distilled Spirits Council of the United States
Annual Industry Review 2013
Distilled Spirits Council of the United States
Annual Industry Review 2013
Distilled Spirits Council of the United States
Annual Industry Review 2013
Distilled Spirits Council of the United States
Annual Industry Review 2013
Distilled Spirits Pricing Categories
Canadians,
Blends
Value
Premium
High End Premium
Super Premium
Supplier Rev/ 9
Liters
Major Brands
<$65
Black Velvet, Lord Calvert, Kessler
$65 to $125
Seagrams VO, Canadian Club, Seagram 7
$125 to $180
$180+
Seagrams VO Gold, Canadian Club 12 Year
Crown Royal
Bourbon,
Tennessee, Rye,
Corn
Value
Supplier Rev/ 9
Liters
Major Brands
<$70
Early Times, Old Crow, Bellows
Jim Beam White, Ezra Brooks, Old Forrester,
Premium
$70 to $130
George Dickel
Jack Daniels, Makers Mark, Jim Beam Black, Wild
High End Premium $130 to $200
Turkey
Woodford Reserve, Knob Creek, Jack Daniels
Super Premium
$200+
Single Barrel
Supplier Rev/ 9
Liters
Scotch
Major Brands
Value
<$110
Scorsby, Passport, Bellows
Premium
$110 to $160
Dewars White Label, Johnnie Walker Red
Johnnie Walker Black, Chivas Regal, Dewars 12,
High End Premium $160 to $260
Glenlivet 12
Glenlivet, Glenmorangie, Macallan, Johnnie
Super Premium
$260+
Walker Blue
Distilled Spirits Council of the United States
Annual Industry Review 2013
Distilled Spirits Pricing Categories
Irish
Value
Premium
High End Premium
Super Premium
Supplier Rev/ 9
Liters
<$200
>$200
Supplier Rev/ 9
Liters
Vodka
Value
<$60
Premium
$60 to $120
High End Premium $110 to $170
Super Premium
$170+
Major Brands
John Jameson, Bushmills, Michael Collins
Jameson 12, Black Bush
Major Brands
Popov, Kamchatka, Wolfschmidt, Gilbey
Smirnoff, Svedka, Skyy, Pinnacle, Pearl
Absolut, Effen, American Harvest, Finlandia
Grey Goose, Belvedere, Ciroc
Supplier Rev/ 9
Liters
Rum
Major Brands
Value
<$70
Castillo, Ronrico, Arrow, James Harbor
Premium
$70 to $130
Bacardi Superior, Capt. Morgan Original, Malibu
Mount Gay Black, Bacardi 8, Cruzan Single Barrel,
High End Premium $130 to $175
10 Cane
Super Premium
$175+
Mount Gay XO, Ron Zacapa XO, Pyrat XO
Supplier Rev/ 9
Liters
Tequila
Major Brands
Value
>$90
Juarez, Sauza Giro, Pepe Lopez, Gomez
Premium
$90 to $150
Sauza Blanco, El Jimador Blanco
El Jimador, Cazadores Blanco, Sauza Horintos, El
High End Premium $150 to $240
Mayor Anejo
Patron, Herradura, Don Julio, Sauza Tres
Super Premium
$240+
Generaciones, Cabo Wabo
Distilled Spirits Council of the United States
Annual Industry Review 2013
Distilled Spirits Pricing Categories
Supplier Rev/ 9
Liters
Gin
Value
<$75
Premium
$75 to $120
High End Premium $120 to $170
Super Premium
$170+
Supplier Rev/ 9
Liters
Brandy & Cognac
Value
<$75
Premium
$75 to $120
High End Premium
Super Premium
$120 to $240
$240+
Supplier Rev/ 9
Liters
Cordials
Value
<$70
Premium
$70 to $170
High End Premium $170 to $250
Super Premium
$250+
Major Brands
Gilby's, Gordon's, Seagrams, Dimitri
Beefeater, Bombay Original
Tanqueray, Bombay Sapphire, Beefeater 24
Plymouth, Tanqueray 10, Oxley
Major Brands
Paul Masson Grande Amber 3Y, Jacques Cardin
Brandy
Paul Masson Grande Amber 5Y, Salignac VS,
Presidente
Hennessey VS, Martell VS, Courvoisier VS,
Jacques Cardin VSOP
Remy Martin VSOP, Hennessey VSOP, Most Xos
Major Brands
Dekuyper, Arrow, Hiram Walker
Jagermeister, Baileys, Kahlua, Southern Comfort
Grand Marnier, Cointreau, Drambuie, Chambord
Grand Marnier Centenaire
Cocktails
Value
Supplier Rev/ 9
Liters
All except PremiumClub, Salvadors
Premium
If associated with
a brand carrying a Kahlua RTDs, Jack Daniels Country Coolers,
Premium or above Skinny Girl, Malibu Cocktails, Bacardi Cocktails,
designation
Smirnoff Cocktails
Distilled Spirits Council of the United States
Major Brands
Annual Industry Review 2013
Beverage Alcohol Market Share - Revenue Based
Supplier Gross Revenues (Billions)
Market Share
Year
Beer
Spirits
Wine
Total
Beer
Spirits
Wine
1999
$
21.20 $
10.66 $
6.00 $
37.86
56.0%
28.2%
15.8%
2000
$
22.60 $
11.70 $
6.41 $
40.71
55.5%
28.74%
15.7%
2001
$
23.80 $
12.22 $
6.63 $
42.65
55.8%
28.7%
15.5%
2002
$
24.10 $
13.17 $
7.04 $
44.31
54.4%
29.7%
15.9%
2003
$
24.87 $
13.87 $
7.50 $
46.24
53.8%
30.0%
16.2%
2004
$
25.62 $
15.12 $
7.90 $
48.64
52.7%
31.1%
16.2%
2005
$
25.62 $
16.00 $
8.30 $
49.92
51.3%
32.1%
16.6%
2006
$
26.34 $
17.20 $
8.62 $
52.15
50.5%
33.0%
16.5%
2007
$
27.49 $
18.20 $
9.24 $
54.93
50.1%
33.1%
16.8%
2008
$
28.46 $
18.72 $
9.38 $
56.56
50.3%
33.1%
16.6%
2009
$
28.82 $
18.74 $
9.48 $
57.04
50.5%
32.9%
16.6%
2010
$
28.64 $
19.16 $
9.76 $
57.56
49.8%
33.3%
16.9%
2011
$
29.24 $
20.36 $
10.19 $
59.79
48.9%
34.1%
17.0%
2012
$
30.32 $
21.29 $
10.53 $
62.13
48.8%
34.3%
16.9%
2013
$
30.96 $
22.25 $
10.89 $
64.10
48.3%
34.7%
17.0%
Sources: Industry financial reports, BIG Handbooks, DISCUS Estimates
Distilled Spirits Council, Economic & Strategic Analysis Dept.
Distilled Spirits Council of the United States
Annual Industry Review 2013