Provi expect Spirits brands will continue to take stock of shifting consumer demand and find ways to maintain relevance and share. Expect to see even more spirit flavors coming to market as competition heats up. It notes that Whiskey continues to outperform other spirits, increasing its market share by 3.40% compared to 2021—the most of any other style of spirit.
Even though Spirits dipped overall, the individual top spirits within the category all saw a decent share jump in popular brands. The fastest growing whiskey brands in the first quarter, compared to a year earlier are Woodford Reserve, Maker’s Mark, Old Forester Class 86 proof and Jack Daniels Tennessee Honey Whiskey. Tito’s was the top spirits brand in terms of market share, followed by Jack Daniel’s Old No. 7, Crown Royal, Woodford Reserve and Hennessy VS Cognac.
When it comes to beer and hard seltzer, Light Lager leads the pack at 30.6% of the market share, followed by Pale Lager (11%) and IPA (10%), respectively. Pale Lager (11%), IPA (10%), and Mexican styles (7.1%) led beer and hard seltzer in terms of share. But in terms of share change, premixed cocktails were the leader up 1.82%, followed by pale lager, 1%; hard seltzer, 0.42, Ambere ale, 0.39%, and golden ale/blonde ale, 0.33%.
Wine saw a lift in overall market share change (1.10%) in first quarter compared to the same time in 2021. However, Cabernet Sauvignon takes the prize as the largest single varietal owner of market share. The rise in red wine orders, particularly Cabernet Sauvignon, is influenced by seasonality and for stockup periods around major holidays such as Valentine’s Day. As Cabernet Sauvignon is the world’s most popular grape varietal, with 11.1% of all wines in the world containing it, this data suggests that the product continues to maintain its market share while experiencing spurts of YoY growth.
The Top 10 RTD Brands on Provi’s marketplace are:
- White Claw Hard Seltzer Black Cherry
- High Noon Pineapple
- White Claw Hard Seltzer Mango
- High Noon Watermelon
- High Noon Peach
- TRULY Hard Seltzer Strawberry Lemonade
- Cutwater Lime Tequila Margarita
- High Noon Black Cherry
- High Noon Sun Sips Variety Pack
- White Claw Hard Seltzer Variety Pack
- For anyone who wonders if advertising matters, consider Heineken which spent nearly half of its U.S. marketing budget on its Heineken 0.0 product last year, which directly reflects its top place (16.3%) in the Zero-ABV market share. O’Doul’s, was No. 1 with 13.1% share, followed by Budweiser Zero, 6.17%, St. Pauli Girl Non-Alcoholic, 4.66%, and Seedlip Grove 52, 3.7%.
Nonalcohol beverages accounted for 3.3% of all alcohol/non-alcohol beverages. The non-alcoholic space is a burgeoning but steadily growing category that caters to both niche markets like Gen Zers and teetotalers, as well as the growing health-conscious imbiber. The growth of the non-alcoholic beverage category creates a more equitable and inclusive environment for consumers, especially the health-conscious, Provi says.
