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Alcoholic Beverage Mixers and Liqueurs - US - May 2015

Alcoholic Beverage Mixers and Liqueurs - US - May 2015

Dollar sales of alcoholic beverage mixers declined from 2009-14, settling at just over $315 million. While cocktail culture is in full swing, cocktails experience lower consumption than beer, wine, and spirits.

This report looks at the following areas:

Mixer sales declined 3% from 2009-14; cordials, liqueurs, vermouth, and aperitifs grew 14%
Cocktail culture highlighted in pop culture/on-premise
Interest in health drives call for natural, less sugar


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Figure 1: Total US sales and fan chart forecast of alcoholic beverage mixers, at current prices, 2009-19
Figure 2: Total US volume sales and fan chart forecast of cordials/liqueurs and vermouth/aperitifs, at current prices, 2009-19
Figure 3: Consumption location, by type, February 2015
Figure 4: Opinions toward cocktails and mixed drinks – scratch versus mixer, February 2015
The opportunities
Figure 5: Reasons for drinking at home – Any rank top five, February 2015
Figure 6: Mixer innovation of interest, February 2015
Figure 7: Where consumers learn to make cocktails and mixed drinks, February 2015
What it means
THE MARKET
What you need to know
Mixer sales declined 3% from 2009-14; cordials, liqueurs, vermouth, and aperitifs grew 14%
Cocktails do better on-premise than off
Frozen and powdered mixers lose out to liquids
Cordials/liqueurs outperform vermouth/aperitifs
Cordials, liqueurs, vermouth, and aperitifs stir things up as mixers cool
Mixer sales declined 3% from 2009-14; continued struggles are forecast
Figure 8: Total US sales and fan chart forecast of alcoholic beverage mixers, at current prices, 2009-19
Figure 9: Total US retail sales and forecast of alcoholic beverage mixers, at current prices, 2009-19
Cordials, liqueurs, vermouth, and aperitifs volume grows 14%
Figure 10: Total US volume sales and fan chart forecast of cordials/liqueurs and vermouth/aperitifs, at current prices, 2009-19
Figure 11: Total US volume sales and forecast of cordials/liqueurs and vermouth/aperitifs, 2009-19
Market breakdown
Frozen and powdered mixes continue to lose out to liquids
Figure 12: Total US retail sales and forecast of alcoholic beverage mixers, by form, at current prices, 2009-14
Cordials/liqueurs outperform vermouth/aperitifs
Figure 13: Total US volume sales of cordials/liqueurs and vermouth/aperitifs (9-liter cases), 2009-14
Figure 14: Sales of cordials/liqueurs, by type (9-liter cases), 2012-13
Market perspective
Cocktails experience lowest consumption; do better on-premise than off
Figure 15: Consumption location, by type (overall), February 2015
Growth in RTDs challenge mixers
Figure 16: Products used to make cocktails and mixed drinks, by gender and age, February 2015
Market factors
Alcohol sales continue to rise; patterns favor on-premise consumption
Figure 17: Alcoholic beverages, total expenditures, 2000-13
Cocktail culture highlighted in pop culture/on-premise
Figure 18: Consumption location, by type, February 2015
On-premise trends can inform category innovation
Interest in health drives call for natural, less sugar
KEY PLAYERS
What you need to know
Sales performance points to the importance of convenience, spice, and versatility
Heat and heritage represent bright spots for the category
Sweet and colorful offerings struggle
A focus on health can give products a boost
DPSG represents a quarter of mixer sales
Figure 19: MULO sales of alcoholic beverage mixers, by leading companies and brands, rolling 52 weeks 2014 and 2015
Manufacturer sales of liqueurs, cordials, vermouth, and aperitifs
Fireball shoots Sazerac into top spot
Figure 20: Cordial/liqueur and vermouth/aperitif sales, leading companies and brands by volume, 2012-13
What’s working?
Heat and heritage represent bright spots for the category
A bit of nostalgia benefits heritage brands and authentic products
What’s struggling?
Private label may suffer from lack of authenticity
Tastes appear to shift away from sweet
What’s next?
Flavor innovation will move mixers beyond the norm
A focus on health can give products a boost
Versatility can expand consumption occasion
Craft finds a place in mixers
THE CONSUMER
What you need to know
Under 45s are core audience
Customization is a major consumer draw
Social media is well-suited for product promotion in the category
All-natural ingredients will be a strong means of attracting attention
Consumption location
Under 45s appear as core drinkers
Figure 21: Consumption location (cocktails), by age, February 2015
Figure 22: Consumption location of cordials, liqueurs, vermouth, and/or aperitifs, by age, February 2015
$75K-$149.9K are a target; on-premise not cost-prohibitive for cocktails
Figure 23: Consumption location (cocktails), by HH income, February 2015
Figure 24: Consumption location cordials, liqueurs, vermouth, and/or aperitifs), by HH income, February 2015
Hispanics are a strong target for on-premise consumption
Figure 25: Consumption location, by Hispanic origin, February 2015
Products used to make cocktails and mixed drinks
Mixers may fall short on price appeal
Figure 26: Products used to make cocktails and mixed drinks, by gender and age, February 2015
Taboo beverages thrive in cocktails; cocktail-centric ingredients need a boost
Figure 27: Products used to make cocktails and mixed drinks, February 2015
Reasons for drinking at home
87% of respondents drink at home to exercise some sort of control
Figure 28: Reasons for drinking at home – Themes for any rank top five, February 2015
Figure 29: Reasons for drinking at home – Any rank top five, February 2015
Where consumers learn to make cocktails and mixed drinks
Recipes inspire cocktail creation; word of mouth is also key
Figure 30: Where consumers learn to make cocktails and mixed drinks, by gender and age, February 2015
Cocktail tech
Opinions toward cocktails and mixed drinks
Mixer strengths include ease/speed; challenges include taste, inflexibility, health
Figure 31: Opinions toward cocktails and mixed drinks – scratch versus mixer, February 2015
Mixer innovation of interest
A third of drinkers are interested in all-natural mixers
Figure 32: Mixer innovation of interest, February 2015
APPENDIX
Data sources and abbreviations
Data sources
Fan chart forecast
Abbreviations and terms
Appendix – Market
Figure 33: Alcoholic beverages, total expenditures, 2000-13
Figure 34: Total US retail sales and forecast of alcoholic beverage mixers, at inflation-adjusted prices, 2009-19
Figure 35: Total US retail sales and forecast of alcoholic beverage mixers, by form, at current prices, 2009-19
Figure 36: Total US retail sales and forecast of alcoholic beverage mixers, by channel, at current prices, 2012 and 2014
Figure 37: Total US retail sales and forecast of alcoholic beverage mixers, by channel, at current prices, 2009-19
Figure 38: US supermarket sales of alcoholic beverage mixers, at current prices, 2009-14
Figure 39: US sales of alcoholic beverage mixers through other retail channels, at current prices, 2009-14
Figure 40: Total US volume sales of cordials/liqueurs, 2009-14
Figure 41: Total US volume sales of vermouth/aperitifs, 2009-14
Figure 42: Sales of cordials/liqueurs, by type, 2012-13
Figure 43: Market share of vermouth/aperitifs, by supplier class, 2013
Figure 44: Total US volume sales of vermouth/aperitifs and cordials/liqueurs, by type and origin, 2013
Appendix – Consumer
Figure 45: Cordials & liqueurs, by demographics, November 2013-December 2014
Figure 46: Cordials & liqueurs, by demographics (1 of 3), November 2013-December 2014
Figure 47: Cordials & liqueurs, by demographics (2 of 3), November 2013-December 2014
Figure 48: Cordials & liqueurs, by demographics (3 of 3), November 2013-December 2014

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