Alcoholic
Alcoholic Drinks

Alcoholic Drinks in the US

USA

Euromonitor International's Alcoholic Drinks in the US market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.

Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes including on-trade and off-trade, company and brand shares, distribution and pricing data.


Tables: 173  |  Publication date: Dec 2009
Cost: 
GBP1190.00

Why buy this report

  • Get insight into trends in market performance
  • Pinpoint growth sectors and identify factors driving change
  • Identify market and brand leaders and understand the competitive environment

Product coverage

Beer; Cider/Perry; RTDs/High-Strength Premixes; Spirits; Wine

Executive summary

US economic slowdown halts the trading-up trend

Over the review period, the US alcoholic drinks industry was at the forefront of the trading-up trend with premium beer, wine and spirits gaining sales shares at the expense of economy and standard offerings. Similarly, wine and spirits, which generally are considered to be more premium alcoholic drinks, gained shares at the expense of the more utilitarian positioned beer. With the US economy experiencing a dramatic slowdown in 2008 and 2009 sales of formerly declining economy spirits, wine and beer grew for the first time in several years while premium spirits, wine and beer found growth difficult to achieve.

As on-trade sales falter, off-trade picks up the slack

Until 2008, volume and value sales consistently grew faster in the on-trade channel. The general sense of economic well being encouraged more US consumers to eat outside the home leading to increased beverage sales. Concurrently, manufacturers of premium alcoholic drinks stimulated on-trade consumption by heavily promoting new products and brand relaunches in American bars and restaurants. As the US economy soured many consumers saw their disposable (and non-disposable) incomes shrink and they looked to limit non-essential spending such as on-trade alcohol consumption. In 2008, on-trade volume sales of alcoholic drinks underperformed, declining for the first time since 2001. Retail volume and value sales continued to grow in 2008 and 2009.

Mergers and acquisitions shake-up the US alcoholic drinks industry

In 2008, the US alcoholic drinks industry underwent a series of consolidations that further concentrated power among the nation’s top beer manufacturers, while companies that missed out on key acquisitions left themselves vulnerable in the global alcoholic drinks market. The merger of Anheuser-Busch Cos Inc and InBev had a limited impact on the combined company’s US portfolio, yet it made the new firm almost twice as big as its main global competitor and provided it with unrivalled bargaining power with global suppliers. Meanwhile the MillerCoors LLC venture concentrated the fledgling Molson Coors Brewing Co and Miller Brewing Co portfolios and made the combined entity a much stronger domestic competitor to Anheuser-Busch InBev NV. Meanwhile Fortune Brands Inc, which lost out on the V&S Vin & Sprit AB bid, had to give up the US distribution of a leading global premium vodka brand thereby precariously limiting in its presence outside the US.

Distribution remains tied to archaic post-Prohibition regulations

With the defeat of Costco Wholesale Corp’s challenge to Washington State’s alcohol distribution laws, the US’s three-tiered distribution system remains firmly in place. Most alcoholic drinks sold in the US, dating back to the years immediately following Prohibition, must go through an independent distributor. Large national retailers such as Wal-Mart cannot negotiate preferential terms directly with manufacturers and they are required to strike regional and local deals with independent distributors, negating the cost advantages of large national retail operations. Furthermore, retail sales of alcoholic drinks in the US remain under the control of state and municipal governments leading to a mass of local regulations that govern when and what type of alcoholic drink can be sold on a county-by-county basis.

Premium alcoholic drinks are expected to drive industry growth

The US alcoholic drinks industry is very mature with limited volume sales growth on the horizon. The number of 20-29-year-old Americans, who consume the bulk of alcoholic drinks in the US, is expected to flatten out or decline, leading to a slower demand for alcoholic drinks. With limited volume growth and prospects of an economic recovery, manufacturers are expected to stimulate demand for premium alcoholic drinks to maintain healthy value sales growth.

Table of contents

ALCOHOLIC DRINKS IN THE US : MARKET INSIGHT

EXECUTIVE SUMMARY

US economic slowdown halts the trading-up trend

As on-trade sales falter, off-trade picks up the slack

Mergers and acquisitions shake-up the US alcoholic drinks industry

Distribution remains tied to archaic post-Prohibition regulations

Premium alcoholic drinks are expected to drive industry growth

KEY TRENDS AND DEVELOPMENTS

Economic slowdown rattles the US alcoholic drinks industry

The off-trade channel comes to the rescue as on-trade sales falter

Generation Y grows up

Packaging emerges as a point of differentiation

Specialist Retailers

Market Merger and Acquisition Activity

Summary 1 Merger and Acquisition Activity 2008-2009

Summary 2 Speculated Merger and Acquisition Activity 2009-2010

LEGISLATION

Table 1 Number of On-trade Establishments by Type 2004-2008

TAXATION AND DUTY LEVIES

Table 2 Taxation and Duty Levies on Alcoholic Drinks 2009

Table 3 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2009

Table 4 Selling Margin of a Typical Beer Brand 2009

Table 5 Selling Margin of a Typical Wine Brand 2009

Table 6 Selling Margin of a Typical Spirits Brand 2009

OPERATING ENVIRONMENT

MARKET INDICATORS

Table 7 Retail Consumer Expenditure on Alcoholic Drinks 2004-2009

MARKET DATA

Table 8 Sales of Alcoholic Drinks by Sector: Total Volume 2004-2009

Table 9 Sales of Alcoholic Drinks by Sector: Total Value 2004-2009

Table 10 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2004-2009

Table 11 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2004-2009

Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2009

Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2009

Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2009

Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2009

Table 16 Company Shares of Alcoholic Drinks by Global Brand Owner 2005-2009

Table 17 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2009

Table 18 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2009

Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2009-2014

Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2009-2014

Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2009-2014

Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2009-2014

DEFINITIONS

Published data comparisons

Summary 3 Research Sources

LOCAL COMPANY PROFILES - USA

ANHEUSER-BUSCH INBEV NV - ALCOHOLIC DRINKS - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 4 Anheuser-Busch InBev NV: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 5 Anheuser-Busch InBev NV: Competitive Position 2009

BOSTON BEER CO INC, THE - ALCOHOLIC DRINKS - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 6 Boston Beer Co Inc, The: Key Facts

Summary 7 Boston Beer Co Inc, The: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 8 Boston Beer Co Inc, The: Competitive Position 2009

CROWN IMPORTS LLC - ALCOHOLIC DRINKS - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 9 Crown Imports LLC: Key Facts

Summary 10 Crown Imports LLC: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 11 Crown Imports LLC: Competitive Position 2009

HEINEKEN USA INC - ALCOHOLIC DRINKS - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 12 Heineken USA Inc: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 13 Heineken USA Inc: Competitive Position 2009

MILLERCOORS LLC - ALCOHOLIC DRINKS - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 14 MillerCoors LLC: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 15 MillerCoors LLC: Competitive Position 2009

NEW BELGIUM BREWING CO - ALCOHOLIC DRINKS - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 16 New Belgium Brewing Co: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 17 New Belgium Brewing Co: Competitive Position 2009

PABST BREWING CO - ALCOHOLIC DRINKS - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 18 Pabst Brewing Co: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 19 Pabst Brewing Co: Competitive Position 2009

SAZERAC CO - ALCOHOLIC DRINKS - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 20 Sazerac Co: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 21 Sazerac Co: Competitive Position 2009

WINE GROUP INC, THE - ALCOHOLIC DRINKS - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 22 The Wine Group Inc: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 23 The Wine Group Inc: Competitive Position 2009

YUENGLING BREWERY - ALCOHOLIC DRINKS - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 24 Yuengling Brewery: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 25 Yuengling Brewery: Competitive Position 2009

BEER IN THE US

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Lager price band methodology

Summary 26 Lager by Price Band 2009

SECTOR DATA

Table 23 Sales of Beer by Subsector: Total Volume 2004-2009

Table 24 Sales of Beer by Subsector: Total Value 2004-2009

Table 25 Sales of Beer by Subsector: % Total Volume Growth 2004-2009

Table 26 Sales of Beer by Subsector: % Total Value Growth 2004-2009

Table 27 Sales of Beer by On-trade vs Off-trade Split: Volume 2004-2009

Table 28 Sales of Beer by On-trade vs Off-trade Split: Value 2004-2009

Table 29 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2004-2009

Table 30 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2004-2009

Table 31 Beer: Production, Imports and Exports: Total Volume 2003-2008

Table 32 Beer Exports by Country of Destination: Total Volume 2003-2008

Table 33 Beer Exports by Country of Destination: Total Value 2003-2008

Table 34 Beer Imports by Country of Origin: Total Volume 2003-2008

Table 35 Beer Imports by Country of Origin: Total Value 2003-2008

Table 36 Company Shares of Beer by National Brand Owner 2005-2009

Table 37 Company Shares of Beer by Global Brand Owner 2005-2009

Table 38 Brand Shares of Beer 2006-2009

Table 39 Forecast Sales of Beer by Subsector: Total Volume 2009-2014

Table 40 Forecast Sales of Beer by Subsector: Total Value 2009-2014

Table 41 Forecast Sales of Beer by Subsector: % Total Volume Growth 2009-2014

Table 42 Forecast Sales of Beer by Subsector: % Total Value Growth 2009-2014

CIDER/PERRY IN THE US

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 43 Sales of Cider/Perry: Total Volume 2004-2009

Table 44 Sales of Cider/Perry: Total Value 2004-2009

Table 45 Sales of Cider/Perry: % Total Volume Growth 2004-2009

Table 46 Sales of Cider/Perry: % Total Value Growth 2004-2009

Table 47 On-trade vs Off-trade Sales of Cider/Perry: Volume 2004-2009

Table 48 On-trade vs Off-trade Sales of Cider/Perry: Value 2004-2009

Table 49 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2004-2009

Table 50 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2004-2009

Table 51 Cider/Perry Production, Imports and Exports: Total Volume 2003-2008

Table 52 Cider/Perry Exports by Country of Destination: Total Volume 2003-2008

Table 53 Cider/Perry Exports by Country of Destination: Total Value 2003-2008

Table 54 Cider/Perry Imports by Country of Origin: Total Volume 2003-2008

Table 55 Cider/Perry Imports by Country of Origin: Total Value 2003-2008

Table 56 Company Shares of Cider/Perry by National Brand Owner 2005-2009

Table 57 Company Shares of Cider/Perry by Global Brand Owner 2005-2009

Table 58 Brand Shares of Cider/Perry 2006-2009

Table 59 Forecast Sales of Cider/Perry: Total Volume 2009-2014

Table 60 Forecast Sales of Cider/Perry: Total Value 2009-2014

Table 61 Forecast Sales of Cider/Perry: % Total Volume Growth 2009-2014

Table 62 Forecast Sales of Cider/Perry: % Total Value Growth 2009-2014

RTDS/HIGH-STRENGTH PREMIXES IN THE US

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 63 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2004-2009

Table 64 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2004-2009

Table 65 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2004-2009

Table 66 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2004-2009

Table 67 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2004-2009

Table 68 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2004-2009

Table 69 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2004-2009

Table 70 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2004-2009

Table 71 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2005-2009

Table 72 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2005-2009

Table 73 Brand Shares of RTDS/High-strength Premixes 2006-2009

Table 74 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2009-2014

Table 75 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2009-2014

Table 76 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2009-2014

Table 77 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2009-2014

WINE IN THE US

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 78 Sales of Wine by Subsector: Total Volume 2004-2009

Table 79 Sales of Wine by Subsector: Total Value 2004-2009

Table 80 Sales of Wine by Subsector: % Total Volume Growth 2004-2009

Table 81 Sales of Wine by Subsector: % Total Value Growth 2004-2009

Table 82 Sales of Wine by On-trade vs Off-trade Split: Volume 2004-2009

Table 83 Sales of Wine by On-trade vs Off-trade Split: Value 2004-2009

Table 84 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2004-2009

Table 85 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2004-2009

Table 86 Volume Sales of Still Red Wine by Price Segment 2004-2009

Table 87 Volume Sales of Still White Wine by Price Segment 2004-2009

Table 88 Volume Sales of Still Rosé Wine by Price Segment 2004-2009

Table 89 Volume Sales of Other Sparkling Wine by Price Segment 2004-2009

Table 90 Sales of Still Red Wine by Grape/Varietal Type 2004-2009

Table 91 Sales of Still White Wine by Grape/Varietal Type 2004-2009

Table 92 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2009

Table 93 Wine Production, Imports and Exports: Total Volume 2003-2008

Table 94 Wine Exports by Country of Destination: Total Volume 2003-2008

Table 95 Wine Exports by Country of Destination: Total Value 2003-2008

Table 96 Wine Imports by Country of Origin: Total Volume 2003-2008

Table 97 Wine Imports by Country of Origin: Total Value 2003-2008

Table 98 Company Shares of Still Light Grape Wine by National Brand Owner 2005-2009

Table 99 Company Shares of Still Light Grape Wine by Global Brand Owner 2005-2009

Table 100 Brand Shares of Still Light Grape Wine 2006-2009

Table 101 Company Shares of Champagne by National Brand Owner 2005-2009

Table 102 Company Shares of Champagne by Global Brand Owner 2005-2009

Table 103 Brand Shares of Champagne 2006-2009

Table 104 Company Shares of Other Sparkling Wine by National Brand Owner 2005-2009

Table 105 Company Shares of Other Sparkling Wine by Global Brand Owner 2005-2009

Table 106 Brand Shares of Other Sparkling Wine 2006-2009

Table 107 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2005-2009

Table 108 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2005-2009

Table 109 Brand Shares of Fortified Wine and Vermouth 2006-2009

Table 110 Company Shares of Non-grape Wine by National Brand Owner 2005-2009

Table 111 Company Shares of Non-grape Wine by Global Brand Owner 2005-2009

Table 112 Brand Shares of Non-grape Wine 2006-2009

Table 113 Forecast Sales of Wine by Subsector: Total Volume 2009-2014

Table 114 Forecast Sales of Wine by Subsector: Total Value 2009-2014

Table 115 Forecast Sales of Wine by Subsector: % Total Volume Growth 2009-2014

Table 116 Forecast Sales of Wine by Subsector: % Total Value Growth 2009-2014

SPIRITS IN THE US

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Vodka, gin and other blended Scotch whisky price band methodology

SECTOR DATA

Table 117 Sales of Spirits by Subsector: Total Volume 2004-2009

Table 118 Sales of Spirits by Subsector: Total Value 2004-2009

Table 119 Sales of Spirits by Subsector: % Total Volume Growth 2004-2009

Table 120 Sales of Spirits by Subsector: % Total Value Growth 2004-2009

Table 121 Sales of Spirits by On-trade vs Off-trade Split: Volume 2004-2009

Table 122 Sales of Spirits by On-trade vs Off-trade Split: Value 2004-2009

Table 123 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2004-2009

Table 124 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2004-2009

Table 125 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2004-2009

Table 126 Sales of Gin by Premium/Super-premium Split 2004-2009

Table 127 Sales of Vodka by Premium/Super-premium Split 2004-2009

Table 128 Sales of Flavoured vs Non-flavoured Vodka 2004-2009

Table 129 Spirits Production, Imports and Exports: Total Volume 2003-2008

Table 130 Spirits Exports by Country of Destination: Total Volume 2003-2008

Table 131 Spirits Exports by Country of Destination: Total Value 2003-2008

Table 132 Spirits Imports by Country of Origin: Total Volume 2003-2008

Table 133 Spirits Imports by Country of Origin: Total Value 2003-2008

Table 134 Whisk(e)y Production, Imports and Exports: Total Volume 2003-2008

Table 135 Brandy & Cognac Production, Imports and Exports: Total Volume 2003-2008

Table 136 Vodka Production, Imports and Exports: Total Volume 2003-2008

Table 137 Gin Production, Imports and Exports: Total Volume 2003-2008

Table 138 Rum Production, Imports and Exports: Total Volume 2003-2008

Table 139 Tequila Production, Imports and Exports: Total Volume 2003-2008

Table 140 Liqueurs Production: Total Volume 2003-2008

Table 141 Company Shares of Spirits by National Brand Owner 2005-2009

Table 142 Company Shares of Spirits by Global Brand Owner 2005-2009

Table 143 Brand Shares of Spirits 2006-2009

Table 144 Forecast Sales of Spirits by Subsector: Total Volume 2009-2014

Table 145 Forecast Sales of Spirits by Subsector: Total Value 2009-2014

Table 146 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2009-2014

Table 147 Forecast Sales of Spirits by Subsector: % Total Value Growth 2009-2014

Change currency displayed
all prices excluding P&P
request more information

Available formats

  • Instant online access
  • Download PDF
  • Download Word document
research methodology

Get Acrobat Reader

click here to download Adobe Acrobat Reader 7.0

© Euromonitor International 2010