Spirits sales in the US – December 2022 – data

Once a month, the National Alcohol Beverage Control Association releases data covering sales of spirits in the Control States of the US.

Here’s a look at December’s numbers.

Last month's figures are caveated by six fewer selling days than the same month in 2021 - seven fewer in Michigan and one more in Utah. Despite this, the decline in Brandy/Cognac sales was sharper than the month before, with the combined category exhibiting double-digit tendencies for both volumes and value. Indeed, categories in growth were notable by their rarity; spirits-based RTDs and Tequila continue to be the standouts.

American and Irish whiskey are both showing continued signs of premiumisation with volume dips contrasting with value rises. Gin, however, was in the negative on both fronts.

The numbers for the full 12 months of 2022 indicate the surge in US consumer interest in spirits-based RTDs, which suggests spirits brand owners have historically misread the appetite for premix cocktails. The long-held assumption that consumers weren't keen on paying more for these products than the cheaper hard seltzers and flavoured malt beverages [FMBs] was laid to rest last year.

Elsewhere, and as referenced earlier, higher-end spirits is where the growth is in all categories in the US. While Cognac's performance in the country is concerning, gin brand owners will be wary of the category's showing in 2022, even if the declines for cheaper gin have masked premium-and-above's strengths in the US.

The NABCA data measures spirits sales across 17 US states [and Montgomery County in Maryland] where distribution is state-controlled. This represents around 25% of total sales in the country and covers both the on- and off-premise channels,

The Control states are: