Bottoms Up! The Liquor Industry's Spirited Transformation Unveiled


Despite facing economic challenges, the spirits industry is adapting to shifting consumer tastes, making it one of the inflation-resistant and recession-proof sectors. 

Consumers are increasingly replacing beer with premium spirits, including whiskey, vodka and tequila.  Spirits' market share has grown from 28.7% in 2000 to 42.1% in 2022, surpassing Beer's market share of 41.9% for the first time, according to the Distilled Spirits Council of the United States (DISCUS). U.S. spirits sales amounted to $37.58 billion, while total U.S. beer sales totaled $37.46 billion. 

The alcohol and beverages industry has remained resilient in the face of supply chain challenges and soaring inflation, making it a "great American success story," DISCUS President and CEO Chris Swonger said. 

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"The ‘premiumization' trend, where people look at distilled spirits as an affordable luxury, is affirmed by these numbers," Swonger said, "We're focused on continuing to stay ahead through perseverance and by ensuring all of the positive trends we're seeing continue." 

Rising celebrity endorsement has helped, with an increasing number dedicating their time and finances to the spirits industry. Whether movie stars, athletes, models or musicians, celebrities from various fields endorse brands, participate in the distillation process, influence flavor profiles and form partnerships. A-lister celebrities, including Kendall Jenner, Ryan Reynolds and George Clooney, have successfully launched and cashed in on their alcohol brands. 

Non-alcoholic drinks are also gaining momentum, as the increasing demand for alternatives is driven by consumers who wish to reduce their alcohol consumption or abstain for health or personal reasons. In recent years, prominent alcohol companies like Heineken, Anheuser-Busch InBev and Molson Coors have embraced the no- and low-alcohol beverages trend.

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The volume of no- and low-alcohol beer and cider, wine, spirits and ready-to-drink (RTD) products grew more than 7% across 10 key global markets in 2022, according to a beverage market analysis by IWSR.

Increasing Demand For Luxury Brands 

DISCUS reported a 4% increase in luxury brand sales in 2022 compared to 2021. The ongoing trend, marked by consumer readiness to invest in higher-quality spirits, resulted in significant growth in sales for tequila, American whiskey and other alcoholic beverages. During the COVID-19 pandemic, consumers developed a preference for premium spirits, and they embraced the convenience of ready-to-drink cocktails as an alternative to bar experiences.

According to DISCUS, tequila sales surged by 21%, while American whiskey experienced a 19% increase in 2022. The at-home ready-to-drink cocktails have remained in fashion even in the post-pandemic world, as premixed cocktails, including spirit-based RTD beverages, saw a significant upswing. In 2022, the category recorded 35.8% growth, reaching $2.2 billion in sales.

In response to the growing demand for spirit-based RTD beverages, brands are expanding their products to cater to consumer preferences.

Holla Spirits, a Pennsylania-based vodka company, ventured into the RTD market last year, introducing a series of vodka-based cocktail pouches to keep up with consumers' changing tastes and preferences.

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Sustainability On The Rise 

Distilleries and liquor manufacturers are also embracing sustainability, support for local communities and commitment to diversity as consumers seek stronger connections with brands that align with their values. The trend is expected to persist as consumers grow more vocal about their priorities and demand greater accountability from companies regarding their actions and practices.

Many brands are adopting eco-friendly packaging to reduce their environmental impact. The popularity of craft spirits also has risen in recent years, particularly those produced by small distilleries using locally sourced ingredients and materials. 

Inflationary Bottlenecks 

While the global spirits industry has demonstrated significant growth over the past few years, increasing expenses related to glass bottles, fuel and other components of the complex ecosystem still pose significant challenges. If an agreement is not reached later this year, all American whiskeys will be subject to a 50% EU tariff starting in January.

The industry experienced some relief when the EU and the U.K. lifted their retaliatory tariffs on American whiskeys, enabling distillers to reestablish their presence in these crucial international markets. 

"[It is] critical that these tariffs are permanently removed," said Lisa Hawkins, chief of communications and public affairs at DISCUS. 

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