Consumer Trends

Brown is gold

Brown spirits nudged out white spirits in on-premise consumption during 2012, according to Guest Metrics’ most recent POS data from restaurants and bars. The Leesburg, VA-based market research company reports that whiskey, bourbon and Scotch all saw an increase in market share in the first three quarters of 2012, while vodka’s market share plummeted.   
Here is a closer look at some of the market share gains and losses as calculated in basis points during the first three quarters of 2012:

  • Bourbons and Blends: +1bps
  • Irish Whiskey: +50bps
  • Scotch: +15bps
  • Vodka: -80bps

These specific brands led the charge:

  • Jameson Irish Whiskey: +50bps
  • Makers Mark Bourbon: +50bps
  • Absolut Vodka: -50bps
  • Grey Goose Vodka: -50bps

“In keeping with what we’re seeing with the trends in brown spirits outperforming white spirits, the biggest share gains were made by Jameson and Makers Mark, and the largest share losses were experienced by Absolut and Grey Goose," points out Peter Reidhead, VP of Strategy and Insights at Guest Metrics. "We suspect this is due to several factors: Firstly, shifts in the category taking place between the different price segments; secondly, shifts taking place between brown and white spirits; thirdly, and not to be underestimated, the impact of creative and compelling advertising.”


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