On Premise Measurement (OPM) solution shows tequila attracted 23.7% of all spirits sales by value in the 12 months to mid-August—a year-on-year increase of 0.6 percentage points. Meanwhile, vodka saw its share drop by 0.2 percentage points to 23.3%.
Whiskey is now the third highest grossing segment in the US On-Premise, having dropped by 0.4 percentage points to 23.0%. It recorded the largest volume share losses of any spirit, with RoS dropping 8.1%.
However, the OPM service also indicates resilience in some whiskey sub-categories—especially domestic segments. American whiskey increased its share by 1.2 percentage points year-on-year to attract 56.6% of all whiskey sales. Growth was at the expense of Canadian and Irish whiskey, which lost 1.1 and 0.2 percentage points of share respectively
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NIQ’s expert state-by-state analysis indicates that American whiskey stole share in most key US states. Tennessee was a standout performer thanks to improvements in RoS. Canadian whiskey fared best in Washington and Oregon, while Irish whiskey benefited from increased distribution in Colorado.
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Matthew Crompton, CGA by NIQ’s regional director – North America, said: “Our latest insights underscore a pivotal moment for whiskey producers. While overall category volumes have declined, American Whiskey has shown resilience, gaining share in several states and outperforming imported counterparts in rate of sale. This signals a clear opportunity for domestic brands to double down on regional strategies and pricing agility, while imported whisky suppliers must rethink value propositions and consumer engagement to counter shifting preferences and competitive pressures.”
NIQ’s OPM solution delivers in-depth intelligence on the spirits and beer categories across the global On-Premise, with expert analysis by channel, sub-category, region, and much more.
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