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Dark Spirits - US - November 2018

Dark Spirits - US - November 2018

"The dark spirits market continues to thrive due primarily to the strong growth of American whiskey. Consumer interest in craft products as well as changes in drinking habits and preferences have benefited many dark spirit brands, especially super- premium brands. Dark spirit drinkers tend to be enthusiastic about dark spirits and while some enjoy trying various spirit brands, the relatively high cost of spirits means many consumers stick with their preferred brand of choice. Newer dark spirit brands can achieve growth by highlighting unique production methods, targeting diverse occasions, and marketing to new consumers."

– Caleb Bryant, Senior Beverage Analyst

This report examines the following issues:

The high cost of spirits motivates consumers to stick to brands they know
Scotch is flat but that’s not the whole story
Craft rum is still in its infancy
Consumers are drinking less

TOC available on request

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