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Whiskey leads US on-trade
CGA’s On Premise Measurement (OPM) data has revealed that American whiskey is gaining market share in the US, with straight Bourbon leading the charge.
The OPM tool tracks trends in US bars and restaurants and has found that whiskey was the largest category by value and volume share in the past 12 months.
American whiskey has the highest volume share and grew by 1.1 percentage points on the previous year. Irish whiskey also managed to increase by 0.5 percentage points.
Canadian whisky, which represents 21.4% of the market, declined by 1.1 percentage points.
Straight Bourbon – which must be aged for two years – has the highest market share among American whiskeys and grew by 1.2 percentage points. In second place, Tennessee whiskey also saw growth of 0.2 percentage points.
Blended whisky dropped by 1 percentage point and rye remained steady.
In terms of regions, straight Bourbon gained share in almost all key US states, with Pennsylvania and Louisiana seeing the biggest rises.
Matthew Crompton, CGA by NIQ’s vice-president for the on-premise – Americas, said: “Whiskey’s rise as the leading spirit category in the US reflects the evolving tastes of consumers, with American and Irish varieties capturing more market share.
“The surge in straight Bourbon, fuelled by strategic distribution gains, is a testament to its growing appeal across diverse regions. As we look ahead, it’s clear that straight Bourbon is not just holding its ground but is set to further penetrate the on-premise sector.
“This growth underscores the dynamic opportunities within the American whiskey category, especially for those brands that can capitalise on shifting consumer preferences.”
The data goes against predictions from hospitality engagement platform Union, which cites vodka and Tequila as the biggest sellers in the US on-trade.
IWSR previously estimated that Tequila would overtake vodka in 2023 to be the biggest category by value, after the agave spirit overtook American whiskey.
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