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How international whisky/whiskey can push beyond bourbon in the US on-premise – Market Intel

CGA by NIQ
Last updated: 13/12/2024 at 11:31 AM
By CGA by NIQ
27 February 2024
5 Min Read

Whisky/whiskey remains a captivating and promising spirits category in the US, offering exciting prospects for brand owners and operators across the country’s on-premise channel.


A glass of whisky/whiskey with ice
Credit: Vinicius Amnx Amano/Unsplash
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Whisk(e)y remains a prominent category in the thriving US spirits market. Domestically produced expressions hold a special place in consumers’ hearts, yet there is growing demand for international offerings too, with nearly 15% of consumers favouring this segment.Insights derived from CGA’s Beverage-Trak reveals that in the closing quarter of 2022, the category experienced a significant 16% uplift compared with the previous quarter. The winter season, in particular, demonstrated robust growth, with Q1 of 2023 exhibiting an impressive 11% increase compared to Q3 of 2022.This uplift ou

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ByCGA by NIQ
CGA by NIQ’s Reach survey provides insights from 34 countries around the world, covering around 27,500 on-premise consumers and 525 operators. It provides accurate and up-to-date analysis of consumer sentiment across Europe and beyond, fusing with other CGA research sources for a 360-degree view of the sector. For more details, contact CGA by NIQ client solutions director George Argyropoulos at [email protected]
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