COCKTAIL CRAZE PROMPTS SPIRITS GROWTH

The ever increasing popularity of cocktails and mixed drinks in the U.S. has helped launch a growing assortment of flavored spirits brands. Spirits consumption rose 2.8% in 2005, marking the eighth consecutive year of such an increase, according to Adams Handbook. Mixable spirits, such as vodka, rum and tequila, continue to grow and take market share from traditional whiskies, probably with help from the cocktail culture. Total non-whiskies gained 3.8% in 2005, while vodka and tequila jumped 4.4% and 9%.

Premium spirits also succeeded in hooking consumers last year, especially high-priced imports, leading overall share to increase from 36.4% to 38.9%. This is hardly surprising as consumers consistently search for “the best” the marketplace has to offer.