USA: Land of Opportunity

27th September, 2012 by Chris Mercer

Five hot US trends:

Dessert vodkas: Beam’s newly-acquired Pinnacle brand, maker of the Whipped range of dessert-flavoured vodkas, saw depletions almost double in 2011, according to Bernstein analysts, citing Impact figures. Also look out for UV Vodka’s UV Cake and Smirnoff Whipped Cream and Fluffed Marshmallow

Whiskey wars: Bourbon is booming, but Irish whiskey is a fascinating four-way face-off between Pernod Ricard, Diageo, William Grant & Sons and Beam. Expect a wider range of whiskeys to hit back-bars and shop shelves as the big boys continue to slug it out.

Craft distillers carving a niche: The American Distilling Institute estimates that 50 craft distilleries are under construction, on top of the 350 already in existence.

Ultra-premium: Forget the economic malaise enveloping the world, DISCUS figures show gross value sales for US spirits suppliers in the high-end premium and super-premium segments up 28% and 17% respectively for 2011.

Celebrity brands: Sobieski is doing it with Bruce Willis, Cîroc is in the bath with P Diddy and now Bacardi has teamed up with Jay-Z for D’Ussé Cognac. Hungry for more celebrity-endorsed spirits? Click here to read our run-down of our faves.

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