Top 10 fastest growing US spirits in 2012

Considering the popularity of flavoured vodka in the US, it’s hardly surprising that a list of the 10 fastest growing spirits in 2012 includes no less than five flavoured spirit brands.

The US, a land of opportunity as far as spirits are concerned

The list, compiled by Technomic for its Spirits Trends in Adult Beverage (TAB) report, shows that not only are flavoured spirits gaining favour amongst US consumers, producers themselves are releasing more expressions than ever before.

In fact the US spirits market as a whole is growing so rapidly – by 3.2% in 2012 – that the industry has now hit over 200 million case sales a year, and is positioned for continued growth in 2013.

“Despite the moderate pace of the economic recovery, the spirits industry continued to grow in volume and dollars,” said Eric Schmidt, director of research at Technomic, who added that the growth was so strong that spirits outpaced that of wine and beer.

Premium spirits, in particular vodka, also feature dominantly on this list. Vodka after all is the nation’s largest-selling spirit, increasing its overall volume in 2012 by 5.8% to now account for a third of all spirits sold in the US.

The fastest-growing spirit brands in the US in 2012 reflect the growing importance of flavoured products and premiumisation in the marketplace, with five vodkas of various price points, two whiskey-based liqueurs, a cream rum liqueur, spiced rum and premium blue agave Tequila.

Find out what the top 10 fastest-growing spirits in the US in 2012 were, ranked by percentage increase, by clicking through the pages below.

10. Ciroc

Is there no stopping Ciroc? The super-premium vodka brand from Diageo is a prime example of how to build a brand from the ground up to tremendous success. Now on 2.05million cases in the US, Ciroc scrapes into this list at No. 10 with a volume growth of 51.9%. While it sits on the outskirts of the top 10 fastest-growing spirit brands in the States, such growth at over two million cases is frankly outstanding. Well done Diageo.

9. Jack Daniel’s Tennessee Honey

Jack Daniel’s first new expression in an age was an instant hit when it launched in 2011. Eventually making its way around the world, the honey-flavoured whiskey is perhaps one of the best examples of how flavoured spirits are really taking off, particularly in the US where the product sold 464,000 cases last year. That’s an increase of 66.3% on the year before. Watch this space to see whether flavoured whisky will continue to excite the masses in the 12 months to come.

8. Fireball Cinnamon Whisky

Apparently a Canadian secret in the mid-1980s, Fireball Cinnamon Whisky is now available in countries around the world. Produced by Sazerac, the liqueur is the second flavoured whisky on this list, a category benefitting from huge popularity. With 300,000 case sales in 2012, Fireball increased by 66.7% in the year, just pipping Jack Daniel’s Tennessee Honey to the No.8 spot.

7. Cupcake

Cupcake Vodka launched in April 2011 with four flavours: Original, Chiffon, Frosting and Devil’s Food, before going on to launch two additional flavours in 2012: Ginger Snap and Very Berry. The brand, owned by Underdog Wine & Spirits, represents the popularity of flavoured vodka on the top 10 fastest selling spirits in the US, with 170,000 case sales in 2012, an increase of 70% on 2011.

6. Bacardi Oakheart

Launching in autumn 2011, Bacardi’s first foray into the spiced rum market has been a runaway success. Taking advantage of a burgeoning category seeing tremendous growth in the States, Bacardi Oakheart has taken the nation by storm. Case sales in 2012 reached 148,000, an increase of 85% on 2011.

5. Exclusiv Vodka

This super-premium vodka from Moldova is one of the fastest-growing vodka brands on the market, and despite it’s credentials, keeps its price-point relatively low, which may explain its success. In 2012 the brand achieved 250,000 case sales, an increase of 138.1% on the previous year.

4. Zarco Tequila

Proximo Spirits’ premium Tequila brand launched in 2011 in one of the most striking bottles on the market. Since then it has gone on to sell 125,000 cases in its second year – an increase of 150% on its launch year’s sales.

3. New Amsterdam

With a 157.1% growth to 900,000 cases in 2012, New Amsterdam Vodka is fast approaching the big brands in terms of volume and looks likely to smash the one million case barrier by 2013. The brand is also available in two flavours – Peach and Red Berry, which may go some way to explaining its strong growth figures.

2. Coulsons

The premium vodka brand owned by Sazerac, the third-largest spirits producer in the States, has seen remarkable success throughout 2012. Now selling 150,000 cases, a 172.7% increase on 2011, Coulson’s is proof that the vodka market is still thriving.

1. Rumchata

First launched in the US in 2009, Rumchata – a blend of traditional horchata (a Hispanic drink made from rice, sugar, cinnamon, vanilla and cream) and Caribbean rum – quickly become a nationwide success. Now shifting 365,000 nine-litre cases across the States, Rumchata has increased its sales by a whopping 470.3% during 2012.

Brand owner Agave Loco Brands believes the cream liqueur’s success in an otherwise stagnant category, is down to its contemporary and luxurious feel, as well as its popularity amongst the US’ large Hispanic population.