Beer and wine are facing stiff competition from their higher-ABV bedfellow, spirits. Of the big alcohol categories, spirits are the only one experiencing volume growth at restaurants and bars, according to new research from Technomic and the Beverage Marketing Corp.’s 2016 On-Premise Intelligence Report. The category is projected to increase its volume by 0.5% in 2016.
Young consumers purchase alcohol away from home more often than older consumers in general, but this is especially true for spirits. Two-thirds of consumers between the ages of 21 and 34 ordered a spirit away from home in the past 30 days, compared to about half of consumers aged 35 and older. Here are the three spirits that are benefiting the most from consumers—particularly young consumers—at the bar, per the report.