Revenue of alcoholic beverages in the U.S. from 2008 to 2020, by beverage type

Supplier gross revenues in the United States increased across all alcoholic beverage categories in 2019. Spirits were the fastest growing category, with gross revenue growing by nearly eight percent compared to the previous year. This also reflects the trend of the last ten years. While all categories have experienced an increase in supplier gross revenue, spirits were the leader, with an increase of 67 percent compared to 2008. Spirits have also gained substantial market share since 2010, mostly at the expense of beer. In 2020, spirits accounted for 39.1 percent of the overall alcohol market in the U.S., compared to 33.3 percent in 2010. Meanwhile, beer has lost eight percent of its market share over the same period.

Gross revenue explained

Supplier gross revenue is the total amount of sales of suppliers before any deductions for costs of selling the product. The term differs from net revenue, which is the remaining revenue after all deductions have been made.

Spirits’ leaders

Within the spirits category, the biggest share of the supplier gross revenue belonged to high end spirits, with 34 percent of the gross revenue in 2020. In that same year, super premium spirits experienced the fastest growth rate in gross revenue. Super premium spirits grew by 12.7 percent compared to the previous year, followed by premium spirits, which grew by 7.9 percent. In terms of net growth, super premium spirits gained the most, at 889 million dollars in gross revenue compared to the previous year.