Alcoholic Drinks in the US

Alcoholic Drinks in the US 
Euromonitor International 
September 2020

List OF CONTENTS AND TABLES 
 
EXECUTIVE SUMMARY 
COVID-19 impact on alcoholic drinks 
COVID-19 country impact 
Health and wellness trend continues to impact US alcoholic drinks in 2019 
Success for value-centric retail channels 
Alcoholic drinks to see positive growth from 2021, but it will be slow going in making up for the 2020 losses 
CHART 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2017-2024 
CHART 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2017-2024 
CHART 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2016-2024 
CHART 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2016-2024 
MARKET BACKGROUND 
Legislation 
Legal purchasing age and legal drinking age 
Drink driving 
Advertising 
Smoking ban 
Opening hours 
On-trade establishments 
Table 1         Number of On-trade Establishments by Type 2014-2019 
TAXATION AND DUTY LEVIES 
Summary 1       Taxation and Duty Levies on Alcoholic Drinks 2019 
OPERATING ENVIRONMENT 
Contraband/parallel trade 
Duty free 
Cross-border/private imports 
KEY NEW PRODUCT LAUNCHES 
Outlook 
MARKET INDICATORS 
Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2014-2019 
MARKET DATA 
Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2014-2019 
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2014-2019 
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2014-2019 
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2014-2019 
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2019 
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2019 
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2019 
Table 10 	Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2019 
Table 11 	GBO Company Shares of Alcoholic Drinks: % Total Volume 2015-2019 
Table 12 	Distribution of Alcoholic Drinks by Format: % Off-trade Value 2014-2019 
Table 13 	Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019 
Table 14 	Forecast Sales of Alcoholic Drinks by Category: Total Volume 2019-2024 
Table 15 	Forecast Sales of Alcoholic Drinks by Category: Total Value 2019-2024 
Table 16 	Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024 
Table 17 	Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024 
GLOBAL MACROECONOMIC ENVIRONMENT 
GLOBAL INDUSTRY ENVIRONMENT 
DISCLAIMER 
DEFINITIONS 
SOURCES 
Summary 2 Research Sources 
HEADLINES 
PRE-COVID-19 PERFORMANCE 
Domestic light beers suffer as competition from hard seltzers mounts 
Non-alcoholic beers see strong growth as health and wellness trends reach beer 
Crown Imports continues to be the best performer among the large producers 
2020 AND BEYOND 
COVID-19 impact 
Affected products within beer 
Recovery and opportunities 
CATEGORY BACKGROUND 
Lager price band methodology 
Summary 3       Lager by Price Band 2019 
Table 18         Number of Breweries 2015-2019 
CATEGORY DATA 
Table 19 Sales of Beer by Category: Total Volume 2014-2019 
Table 20 Sales of Beer by Category: Total Value 2014-2019 
Table 21 Sales of Beer by Category: % Total Volume Growth 2014-2019 
Table 22 Sales of Beer by Category: % Total Value Growth 2014-2019 
Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2014-2019 
Table 24 Sales of Beer by Off-trade vs On-trade: Value 2014-2019 
Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2014-2019 
Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2014-2019 
Table 27 	GBO Company Shares of Beer: % Total Volume 2015-2019 
Table 28 	NBO Company Shares of Beer: % Total Volume 2015-2019 
Table 29 	LBN Brand Shares of Beer: % Total Volume 2016-2019 
Table 30 	Forecast Sales of Beer by Category: Total Volume 2019-2024 
Table 31 	Forecast Sales of Beer by Category: Total Value 2019-2024 
Table 32 	Forecast Sales of Beer by Category: % Total Volume Growth 2019-2024 
Table 33 	Forecast Sales of Beer by Category: % Total Value Growth 2019-2024 
HEADLINES 
PRE-COVID-19 PERFORMANCE 
Overall wine performance remains muted in 2019 
Wine perceived as offering value performs best 
Private label share continues to increase 
2020 AND BEYOND 
COVID-19 impact 
Affected products within wine 
Recovery and opportunities 
CATEGORY DATA 
Table 34 Sales of Wine by Category: Total Volume 2014-2019 
Table 35 Sales of Wine by Category: Total Value 2014-2019 
Table 36 Sales of Wine by Category: % Total Volume Growth 2014-2019 
Table 37 Sales of Wine by Category: % Total Value Growth 2014-2019 
Table 38 Sales of Wine by Off-trade vs On-trade: Volume 2014-2019 
Table 39 Sales of Wine by Off-trade vs On-trade: Value 2014-2019 
Table 40 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2014-2019 
Table 41 Sales of Wine by Off-trade vs On-trade: % Value Growth 2014-2019 
Table 42 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2014-2019 
Table 43 	Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2014-2019 
Table 44 	Sales of Still White Wine by Price Segment: % Off-trade Volume 2014-2019 
Table 45 	Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2014-2019 
Table 46 	GBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019 
Table 47 	NBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019 
Table 48 	LBN Brand Shares of Still Light Grape Wine: % Total Volume 2016-2019 
Table 49 	GBO Company Shares of Champagne: % Total Volume 2015-2019 
Table 50 	NBO Company Shares of Champagne: % Total Volume 2015-2019 
Table 51 	LBN Brand Shares of Champagne: % Total Volume 2016-2019 
Table 52 	GBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019 
Table 53 	NBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019 
Table 54 	LBN Brand Shares of Other Sparkling Wine: % Total Volume 2016-2019 
Table 55 	GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019 
Table 56 	NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019 
Table 57 	LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2016-2019 
Table 58 	GBO Company Shares of Non-grape Wine: % Total Volume 2015-2019 
Table 59 	NBO Company Shares of Non-grape Wine: % Total Volume 2015-2019 
Table 60 	LBN Brand Shares of Non-grape Wine: % Total Volume 2016-2019 
Table 61 	Forecast Sales of Wine by Category: Total Volume 2019-2024 
Table 62 	Forecast Sales of Wine by Category: Total Value 2019-2024 
Table 63 	Forecast Sales of Wine by Category: % Total Volume Growth 2019-2024 
Table 64 	Forecast Sales of Wine by Category: % Total Value Growth 2019-2024 
HEADLINES 
PRE-COVID-19 PERFORMANCE 
Premium spirits performing strongly 
Whiskies led the way in volume growth 
Tito's consolidates its position as the largest spirits brand 
2020 AND BEYOND 
COVID-19 impact 
Affected products within spirits 
Recovery and opportunities 
CATEGORY BACKGROUND 
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology 
Summary 4       Benchmark Brands 2019 
CATEGORY DATA 
Table 65 Sales of Spirits by Category: Total Volume 2014-2019 
Table 66 Sales of Spirits by Category: Total Value 2014-2019 
Table 67 Sales of Spirits by Category: % Total Volume Growth 2014-2019 
Table 68 Sales of Spirits by Category: % Total Value Growth 2014-2019 
Table 69 Sales of Spirits by Off-trade vs On-trade: Volume 2014-2019 
Table 70 Sales of Spirits by Off-trade vs On-trade: Value 2014-2019 
Table 71 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2014-2019 
Table 72 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2014-2019 
Table 73 Sales of Dark Rum by Price Platform: % Total Volume 2014-2019 
Table 74 	Sales of White Rum by Price Platform: % Total Volume 2014-2019 
Table 75 	Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2014-2019 
Table 76 	Sales of English Gin by Price Platform: % Total Volume 2014-2019 
Table 77 	Sales of Vodka by Price Platform: % Total Volume 2014-2019 
Table 78 	Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2014-2019 
Table 79 	GBO Company Shares of Spirits: % Total Volume 2015-2019 
Table 80 	NBO Company Shares of Spirits: % Total Volume 2015-2019 
Table 81 	LBN Brand Shares of Spirits: % Total Volume 2016-2019 
Table 82 	Forecast Sales of Spirits by Category: Total Volume 2019-2024 
Table 83 	Forecast Sales of Spirits by Category: Total Value 2019-2024 
Table 84 	Forecast Sales of Spirits by Category: % Total Volume Growth 2019-2024 
Table 85 	Forecast Sales of Spirits by Category: % Total Value Growth 2019-2024 
HEADLINES 
PRE-COVID-19 PERFORMANCE 
Cider declines despite strong growth in the previous year 
Sugar concerns continue to impact the category 
Flavour variety was key, particularly in the off-trade channel 
2020 AND BEYOND 
COVID-19 impact 
Recovery and opportunities 
CATEGORY DATA 
Table 86 Sales of Cider/Perry: Total Volume 2014-2019 
Table 87 Sales of Cider/Perry: Total Value 2014-2019 
Table 88 Sales of Cider/Perry: % Total Volume Growth 2014-2019 
Table 89 Sales of Cider/Perry: % Total Value Growth 2014-2019 
Table 90 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2014-2019 
Table 91 Sales of Cider/Perry by Off-trade vs On-trade: Value 2014-2019 
Table 92 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2014-2019 
Table 93 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2014-2019 
Table 94 GBO Company Shares of Cider/Perry: % Total Volume 2015-2019 
Table 95 	NBO Company Shares of Cider/Perry: % Total Volume 2015-2019 
Table 96 	LBN Brand Shares of Cider/Perry: % Total Volume 2016-2019 
Table 97 	Forecast Sales of Cider/Perry: Total Volume 2019-2024 
Table 98 	Forecast Sales of Cider/Perry: Total Value 2019-2024 
Table 99 	Forecast Sales of Cider/Perry: % Total Volume Growth 2019-2024 
Table 100 	Forecast Sales of Cider/Perry: % Total Value Growth 2019-2024 
HEADLINES 
PRE-COVID-19 PERFORMANCE 
Inspired by hard seltzers, malt-based RTD brands demonstrate increased innovation 
Canned craft RTD cocktails remain popular 
White Claw faces increased competition as the hard seltzer category matures 
2020 AND BEYOND 
COVID-19 impact 
Affected products within RTDs 
Recovery and opportunities 
CATEGORY DATA 
Table 101 Sales of RTDs by Category: Total Volume 2014-2019 
Table 102 Sales of RTDs by Category: Total Value 2014-2019 
Table 103 Sales of RTDs by Category: % Total Volume Growth 2014-2019 
Table 104 Sales of RTDs by Category: % Total Value Growth 2014-2019 
Table 105 Sales of RTDs by Off-trade vs On-trade: Volume 2014-2019 
Table 106 Sales of RTDs by Off-trade vs On-trade: Value 2014-2019 
Table 107 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2014-2019 
Table 108 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2014-2019 
Table 109 GBO Company Shares of RTDs: % Total Volume 2015-2019 
Table 110 	NBO Company Shares of RTDs: % Total Volume 2015-2019 
Table 111 	LBN Brand Shares of RTDs: % Total Volume 2016-2019 
Table 112 	Forecast Sales of RTDs by Category: Total Volume 2019-2024 
Table 113 	Forecast Sales of RTDs by Category: Total Value 2019-2024 
Table 114 	Forecast Sales of RTDs by Category: % Total Volume Growth 2019-2024 
Table 115 	Forecast Sales of RTDs by Category: % Total Value Growth 2019-2024