Market Insights Consumer Alcoholic Drinks

Spirits - Americas

Americas

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Spirits market amounts to US$91.2bn in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$52.7bn in 2024.
Revenue, combined amounts to US$143.9bn in 2024.
The revenue, at home is expected to grow annually by 2.32% (CAGR 2024-2029).
In global comparison, most revenue, at home is generated in China (US$146,400m in 2024).
In relation to total population figures, the average revenue per capita, at home of US$89.69 are generated in 2024.
In the Spirits market, volume, at home is expected to amount to 3,858.0m L by 2024.
Volume, out-of-home is expected to amount to 601.2m L in 2024.
Volume, combined is expected to amount to 4.5bn L in 2024.
The Spirits market is expected to show a volume growth, at home of -0.8% in 2025.
The average volume per person, at home in the Spirits market is expected to amount to 3.79L in 2024.

Key regions: United States, United Kingdom, Worldwide, United Kingdom, Australia

Definition:

The Spirits market includes alcoholic beverages that have been produced through the distillation of wine, fermented fruits, or grains. Due to the distillation process, the alcohol content of spirits is much higher than that of most wines and beers, typically ranging from 20% to 50% alcohol by volume (ABV).

Structure:

The Spirits market is divided into 8 markets:

The Whisky market encompasses spirits on a grain basis that have been aged in wooden casks for a duration of at least three years.
The Vodka market encompasses spirits based on grain and/or potatoes.
The Rum market encompasses spirits based on sugar cane.
The Gin market encompasses spirits based on juniper berries.
The Brandy market encompasses spirits based on fermented fruit juice.
The Tequila market encompasses spirits made primarily from the blue agave plant (Agave tequilana) in Mexico.
The Soju market encompasses the Korean distilled beverage, Soju, which is traditionally made from rice, barley, or sweet potatoes.
The Liqueurs & Other Spirits market encompasses all other spirits not previously mentioned as well as Ready-to-Drink (RTD) cocktails.

Additional information:

The market comprises revenue and average revenue per capita, volume and average volume per capita, price per liter, as well as sales channels. Per capita figures refer to a country’s or region’s whole population.

At-home market data covers retail sales via super- and hypermarkets, eCommerce, convenience stores, and similar sales channels. Out-of-home market data includes all sales in hotels and restaurants, sales by catering companies, as well as sales in cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. All prices are valued at retail selling prices, including all sales and consumption taxes.

Key players include Diageo (e.g., Johnnie Walker, Smirnoff, and Tanqueray), Pernod Ricard, and Kweichow Moutai.

Market

Region

Region comparison

Currency

Analyst Opinion

The Spirits market in Americas is experiencing significant growth and development, driven by changing customer preferences, emerging trends, and local special circumstances.

Customer preferences: Customers in the Americas are increasingly opting for premium and craft spirits, as they seek unique and high-quality products. This shift in preference can be attributed to the growing consumer interest in exploring new flavors and experiences. Additionally, there is a rising demand for healthier options, leading to the popularity of low-calorie and organic spirits.

Trends in the market: One prominent trend in the Americas' Spirits market is the rise of local distilleries and small-scale producers. This trend can be attributed to the increasing consumer desire for authenticity and locally sourced products. Local distilleries often offer unique flavor profiles and limited-edition releases, appealing to consumers who value exclusivity and craftsmanship. Another trend shaping the market is the growing popularity of cocktail culture. Consumers are increasingly experimenting with mixology and creating their own cocktails at home. This trend has led to an increased demand for spirits that are versatile and can be used in a wide range of cocktails.

Local special circumstances: The Americas is a diverse region with various local special circumstances influencing the Spirits market. For example, in the United States, the market is heavily regulated, with different states having their own laws and regulations regarding the sale and distribution of spirits. This can create challenges for producers and result in variations in market dynamics across different states. In Latin American countries, such as Mexico and Brazil, there is a strong cultural association with certain spirits. Tequila and mezcal are deeply rooted in Mexican culture, while cachaça is a popular spirit in Brazil. These cultural associations contribute to the steady demand for these spirits in their respective markets.

Underlying macroeconomic factors: The growth of the Spirits market in the Americas can also be attributed to favorable macroeconomic factors. Rising disposable incomes and an expanding middle class in many countries have led to increased spending on luxury and premium products, including spirits. Additionally, the tourism industry plays a significant role in driving the market, as tourists often seek out local spirits as souvenirs or to experience the local culture. Overall, the Spirits market in the Americas is witnessing growth and development due to changing customer preferences, emerging trends, local special circumstances, and favorable macroeconomic factors. The demand for premium and craft spirits, the rise of local distilleries, the popularity of cocktail culture, and cultural associations with certain spirits are all contributing to the market's evolution.

Methodology

Data coverage:
The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:
Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on alcoholic beverages, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.