美国烈酒市场前景及投资研究报告-培训课件外文版2024.5茅台五粮液威士忌

INDUSTRIES

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MARKETSSpiritsmarketintheU.S.CHAPTER

01OverviewMostvaluablespiritsbrandsworldwidein2023,basedonbrandvalue(inmillionU.S.dollars)Leadingspiritsbrandsworldwide2023,basedonbrandvalueBrandvalueinmillionU.S.dollars20,000

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30,00005,00010,00015,00035,00040,00045,00050,00049,74355,000MoutaiWuliangye30,290XinghuacunFenWineLuzhouLaojiaoYanghe8,3747,7446,8486,315HennessyGujingGongJiuJackDaniel's4,0193,540JohnnieWalkerSmirnoff3,0452,5664Description:Moutaiwastheleadingspiritsbrandworldwidewithatotalbrandvalueamountingtoabout49.74billionU.S.dollarsin2023.Wuliangye,anotherChinesebrand,wasthesecondmostvaluableat30.3billiondollarsinthesameyear.

ReadmoreNote(s):Worldwide;2023Source(s):BrandFinanceLeadingdistilledspiritsbrandsworldwidein2022,basedonsalesvolume(inmillion9-litercases)Distilledspiritsmarket:leadingbrandsworldwidebasedonsalesvolume2022Salesvolumeinmillion9litercases020406080100120JinroGinebraSanMiguelMcDowell'sWhiskeySmirnoff100.937.930.828.1TanduayRoyalStag27.527.1Officer'sChoiceImperialBlueJohnnieWalkerEmperador24.92422.721.821.1BacardiJackDaniel'sAbsolut14.6135Description:Jirowastheleadingspiritbrandintheworldin2022withvolumesalesofover100million9-litercases.FarbehindinsecondplacewasGinebraSanMiguelwith37.9millioncases.ReadmoreNote(s):Worldwide;2022Source(s):DrinksInternational;EuromonitorTotalalcoholicbeveragesalesintheUnitedStatesfrom2006to2022(inmillionU.S.dollars)TotalalcoholicbeveragesalesintheU.S.2006-2022300,000250,000200,000150,000100,00050,000020062007200820092010201120122013201420152016201720182019202020212022*6/statistics/207936/us-total-alcoholic-beverages-sales-since-1990Beforetheoutbreakofthepandemic,alcoholsalesintheUnitedStateshadbeenrisingforyears.2020wasasharpreversalofthistrend.In2022,salesofalcoholicbeveragesfinallyreachedandsurpassedpre-pandemiclevelsat259.8billionU.S.dollars.ReadmoreNote(s):UnitedStates;2006to2022;*Preliminary**ThepublicationmaybepurchasedontheBeverageInformationGroup'swebsite.ReadmoreSource(s):BeverageInformationGroupMarketshareofspiritsintheUnitedStatesfrom2000to2022,basedonsalesSalesmarketshareofspiritsintheU.S.2000-202245%40%35%30%25%20%15%10%5%0%2000

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20227Description:ThestatisticpresentsthemarketshareofspiritsintheU.S.alcoholindustryfrom2000to2022,basedonsales.In2022,spiritsheldamarketshareofabout42.1percentoftotalalcoholsalesintheUnitedStates.

ReadmoreNote(s):UnitedStates;2000to2022Source(s):DISCUSCHAPTER

02TradeLeadingexportersofspiritsworldwidein2022,byvolume(inmillionliters)Globalleadingcountriesinspiritexportsin2022,byvolume350317.1830025020015010050133.3590.7879.11India64.46Japan49.6148.9435.934.45Brazil34.050UnitedStates

SouthKoreaBelgiumSingaporeUnitedArabEmiratesGuyanaDominicanRepublic9Description:TheUnitedStateswasthebiggestspiritsexporterintheworldin2022.Alltold,theUnitedStatesexported317millionlitersofspiritsinthatyear.SouthKoreawasthenextlargestexporter,with133millionliters.ReadmoreNote(s):Worldwide;2022Source(s):UNComtradeExportsofdistilledspiritsoftheUnitedStatesfrom2011to2022,basedonexportvolume(inmilliongallons)*U.S.exportsofdistilledspiritsbasedonexportvolume2011-2022140120100120.2103.9192.3889.2188.8980.780.179.1577.576.580604020073.572.72011**2012**2013**20142015201620172018201920202021202210Description:ThisstatisticpresentsthetotalexportsofdistilledspiritsoftheUnitedStatesfrom2011to2022,basedonexportvolume.In2022,theexportvolumeofdistilledspiritsoftheUnitedStatesamountedtoabout120.2milliongallons.ReadmoreNote(s):UnitedStates;2011to2022;*Commercialexports.CustomsServiceData.DatahavebeenreportedinprooflitersandhavebeenconvertedtoproofgallonsbyDISCUS.**FiguresforJanuarytoSeptemberoftherespectiveyear.Figures[...]

ReadmoreSource(s):DISCUS;USCensusBureauExportvolumeofdistilledspiritsintheUnitedStatesin2022,bycategory(in1,000sofproofgallons)U.S.exportvolumeofdistilledspirits2022,bycategoryVolumeinthousandsofproofgallons20,000

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30,00005,00010,00015,00035,00040,00045,00050,00055,000Whiskey,otherWhiskey,bourbonRum27,68821,2147,8989,166VodkaGin2,2841,818419CordialsBrandyOther**49,70911Description:ThisstatisticillustratestheexportvolumeofdistilledspiritsintheUnitedStatesin2022,bycategory.Inthatyear,theexportvolumeofbourbonwhiskeyfromtheUnitedStatesamountedtoapproximately21.2millionproofgallons.ReadmoreNote(s):UnitedStates;2021Source(s):DISCUSLeadingimportersofspiritsworldwidein2022,byvolume(inmillionliters)Globalleadingcountriesinspiritimportsin2022,byvolume1,000894.559008007006005004003002001000165.4Brazil156.11France149.75Japan126.68China122.94Spain114.61107.22103.38India102.51ItalyUnitedStatesUnitedKingdomUnitedArabEmirates12Description:TheUnitedStateswasthebiggestspiritsimporterintheworldin2022.Alltold,theUnitedStatesimported895millionlitersinthatyear.Brazilwasthenextlargestimporter,with165millionlitersofimports.ReadmoreNote(s):Worldwide;2022Source(s):UNComtradeImportsofdistilledspiritstotheUnitedStatesfrom2011to2022,basedonimportvolume(inmilliongallons)*U.S.importsofdistilledspiritsbasedonimportvolume2011-2022300250267.94243.01232.75221.04208.3199.88197.3196.14193.8420015010050187.27183.95178.07020112012201320142015201620172018201920202021202213Description:ThisstatisticdepictsthetotalimportsofdistilledspiritsoftheUnitedStatesfrom2011to2022,basedonimportvolume.In2022,theimportvolumeofdistilledspiritstotheUnitedStatesamountedtoabout268milliongallons.ReadmoreNote(s):UnitedStates;2011to2022;*Dutiableimportsenteredforconsumption.CustomsServiceData.DatahavebeenreportedinprooflitersandhavebeenconvertedtoproofgallonsbyDISCUS.Figureshavebeenroundedtoprovideabetter[...]

ReadmoreSource(s):DISCUS;USCensusBureauImportvolumeofdistilledspiritsintheUnitedStatesin2022,bycategory(in1,000sofproofgallons)U.S.importvolumeofdistilledspirits2022,bycategoryVolumeinthousandsofproofgallons30,000

40,000010,00020,00050,00060,00058,62770,00070,19680,000TequilaWhiskeyVodkaOther29,38248,252CordialsBrandyGin22,75819,74111,296Rum7,241Bitters44214Description:ThisstatisticillustratestheimportvolumeofdistilledspiritsintheUnitedStatesin2022,bycategory.Inthatyear,theimportvolumeoftequilatotheUnitedStatesamountedtoapproximately70millionproofgallons.ReadmoreNote(s):UnitedStates;2022Source(s):DISCUSCHAPTER

03SegmentsRetaildollarsalesshareofdistilledspiritsintheUnitedStatesin2022,bycategoryRetaildollarsalesshareofdistilledspiritsintheU.S.2022,bycategoryShareofretaildollarsales15%0%5%10%20%25%30%35%VodkaStraightAmericanwhiskeyTequila29.3%12.6%11.6%Cordials&liqueursRum9.5%8.7%Brandy&cognacCanadianwhiskyScotchwhisky7%6.5%5.3%Gin3.1%3%Ready-to-drinkIrishandotherBlendedAmericanwhiskey2.2%1.2%16Description:In2022,theU.S.retaildollarsalesshareofthevodkacategorystoodat29.3percent,makingitthelargestportionofthemarket.Nextlargestwerestraightwhiskieswithashareof12.6percent.

ReadmoreNote(s):UnitedStates;2022;*ThepublicationmaybepurchasedontheBeverageInformationGroup'swebsite.ReadmoreSource(s):BeverageInformationGroupOn-premiseretaildollarsalesofdistilledspiritsintheUnitedStatesfrom2006to2022(inmillionU.S.dollars)U.S.on-premisedistilledspiritsretaildollarsales2006-202260,00050,00040,00030,00020,00010,00002006200720082009201020112012201320142015201620172018201920202021

2022**17Description:In2022,U.S.on-premiseretaildollarsalesofdistilledspiritsamountedtoabout51.2billionU.S.dollars.Thisrepresentedanincreaseofaboutsixpercentcomparedtothepreviousyear.

ReadmoreNote(s):UnitedStates;2006to2022;*ThepublicationmaybepurchasedontheBeverageInformationGroup'swebsite.**Preliminaryprojection;subjecttochange.ReadmoreSource(s):BeverageInformationGroupOff-premiseretaildollarsalesofdistilledspiritsintheUnitedStatesfrom2006to2022(inmillionU.S.dollars)U.S.off-premisedistilledspiritsretaildollarsales2006-202260,00050,00040,00056,11051,82047,55047,77045,34243,51140,44437,35136,05534,38833,06230,96229,35128,25930,00020,00010,000026,00025,17023,9002006200720082009201020112012201320142015201620172018201920202021

2022**18Description:In2022,U.S.off-premiseretaildollarsalesofdistilledspiritsamountedtoabout51.8billionU.S.dollars.Thisrepresentedanincreaseofovereightpercent.

ReadmoreNote(s):UnitedStates;2006to2022;*ThepublicationmaybepurchasedontheBeverageInformationGroup'swebsite.**Preliminaryprojection;subjecttochange.ReadmoreSource(s):BeverageInformationGroupOn-premisedistilledspiritscasesalesintheUnitedStatesfrom2004to2022(in1,0009-litercases)U.S.on-premisedistilledspiritscasesales2004-202270,00060,00050,00040,00030,00020,00010,00002004

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2022**19Description:In2022,U.S.on-premisecasesalesofdistilledspiritsamountedtoabout57.3million9-litercases.Thiswasanincreaseofoversevenpercentcomparedtothepreviousyear.

ReadmoreNote(s):UnitedStates;2004to2022;*ThepublicationmaybepurchasedontheBeverageInformationGroup'swebsite.**Preliminaryprojection.ReadmoreSource(s):BeverageInformationGroupOff-premisedistilledspiritscasesalesintheUnitedStatesfrom2004to2022(in1,0009litercases)U.S.off-premisedistilledspiritscasesales2004-2022250,000200,000150,000100,00050,00002004

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2022**20Description:In2022,U.S.off-premisecasesalesofdistilledspiritsamountedtoabout233.5million9-litercases.Thisrepresentedanincreaseofalmostfivepercentcomparedtothepreviousyear.

ReadmoreNote(s):UnitedStates;2004to2022;*ThepublicationmaybepurchasedontheBeverageInformationGroup'swebsite.**Preliminaryprojections.ReadmoreSource(s):BeverageInformationGroupSalesvolumeofginintheUnitedStatesfrom2004to2022(in1,0009litercases)U.S.salesvolumeofgin2004-202212,00010,0008,0006,0004,0002,00002004

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202221Description:ThistimelinedepictsthesalesvolumeofginintheUnitedStatesfrom2004to2022.AccordingtotheDistilledSpiritsCouncil,thesalesvolumeofginamountedtoabout10million9litercasesin2022.In2020,Seagram'sGinwastheleadingginbrandintheUnitedStateswithabout1.5million9litercasessold.ReadmoreNote(s):UnitedStates;2004to2022Source(s):DISCUSSalesvolumeofrumintheUnitedStatesfrom2004to2022(in1,0009litercases)U.S.salesvolumeofrum2004-202230,00025,00020,00015,00010,0005,00002004

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202222Description:ThistimelinedepictsthesalesvolumeofrumintheUnitedStatesfrom2004to2022.AccordingtotheDistilledSpiritsCouncil,therumsalesvolumeamountedtoabout24.06million9litercasesin2022.ReadmoreNote(s):UnitedStates;2004to2022Source(s):DISCUSSalesvolumeoftequilaintheUnitedStatesfrom2004to2022(in1,0009litercases)U.S.salesvolumeoftequila2004-202235,00030,00025,00020,00029,86826,78422,71220,11818,53817,20915,86714,81013,79515,00013,13412,32611,98211,56211,16310,495

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202223Description:In2022,thesalesvolumeoftequilaintheUnitedStatesamountedtoabout30million9litercases.Since2004,whentheU.S.tequilasalesvolumestoodatnearlyeightmillioncases,thenumbershaveincreasedwitheachconsecutiveyear.

ReadmoreNote(s):UnitedStates;2004to2022Source(s):DISCUSSalesvolumeofvodkaintheUnitedStatesfrom2004to2022(in1,0009litercases)U.S.salesvolumeofvodka2004-202290,00080,00070,00078,06776,86376,89774,14872,47271,34769,78268,16066,94365,86965,18362,66559,39160,00055,95253,34951,23748,78250,00040,00030,00020,00010,000045,87944,0882004

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202224Description:ThistimelinedepictsthesalesvolumeofvodkaintheUnitedStatesfrom2004to2022.AccordingtotheDistilledSpiritsCouncil,U.S.vodkasalesvolumeamountedtoabout76.9million9litercasesin2022.ReadmoreNote(s):UnitedStates;2004to2022Source(s):DISCUSSalesvolumeofwhiskeyintheUnitedStatesfrom2010to2022(in1,0009litercases)*U.S.salesvolumeofwhiskey2010-202290,00080,00070,00060,00077,88276,45372,85469,28966,09864,02761,81659,38556,60752,75949,65647,77547,09250,00040,00030,00020,00010,0000201020112012201320142015201620172018201920202021202225Description:In2022,thesalesvolumeofwhiskeyintheUnitedStatesamountedto78million9litercases.Thenumberofcasessoldhasincreasedwitheachconsecutiveyearsince2010.

ReadmoreNote(s):UnitedStates;2010to2022;*Whiskeyincludesblendedwhiskey,BourbonandTennessee,Canadian,blendedandsinglemaltScotch,andIrish.Datapriorto2022weretakenfrompreviousreportsofthepublication.

ReadmoreSource(s):DISCUSDollarsalesofdistilledspiritsintheUnitedStatesin2022,bytier(inbillionU.S.dollars)DollarsalesofdistilledspiritsintheU.S.2022,bytier120103.011008060402037.580Retailsales**Suppliersales26Description:ThisstatisticillustratesthedollarsalesofdistilledspiritsintheUnitedStatesin2022,bytier.DollarsalesofdistilledspiritretailersintheU.S.amountedtoapproximately103.01billionU.S.dollarsin2022.ReadmoreNote(s):UnitedStates;2022;*ThepublicationmaybepurchasedontheBeverageInformationGroup'swebsite.**Retailsalesexcludelocalsalestaxes.Figureshavebeenrounded.

ReadmoreSource(s):BeverageInformationGroupVolumeshareofspiritsintheUnitedStatesin2022,bypricecategorySpiritsvolumeshareintheUnitedStatesin2022,bypricecategory35%33.05%32.59%30%25%20%15%10%5%23.27%11.1%0%ValuePremiumHighendSuperpremium27Description:ThisstatisticshowsthevolumeshareofspiritsintheUnitedStatesin2022,bypricecategory.In2022,premiumspiritsaccountedfor33percentofallspiritssalesvolumeintheUnitedStates.ReadmoreNote(s):UnitedStates;2022Source(s):DISCUSGrosssalesrevenuegrowthofspiritsintheUnitedStatesin2022,bypricecategory(inmillionU.S.dollars)SpiritsgrossrevenuegrowthintheUnitedStatesin2022,bypricecategory7006005006044804514003002001000284ValuePremiumHighendSuperpremium28Description:ThisstatisticshowstherevenuegrowthofspiritsintheUnitedStatesin2022,bypricecategory.In2022,revenueofhighendspiritsintheUnitedStatesincreasedby600millionU.S.dollars.ReadmoreNote(s):UnitedStates;2022Source(s):DISCUSNetsalesvolumegrowthofspiritsintheUnitedStatesin2022,bypricecategory(in1,0009-litercases)SpiritsnetvolumegrowthintheUnitedStatesin2022,bypricecategory8,0007,3917,0006,0005,0004,0003,0002,0001,00003,7012,341460ValuePremiumHighendSuperpremium29Description:ThisstatisticshowsthenetsalesvolumegrowthofspiritsintheUnitedStatesin2022,bypricecategory.In2022,salesvolumeofhighendspiritsintheUnitedStatesincreasedby2.3million9-litercases.ReadmoreNote(s):UnitedStates;2022Source(s):DISCUSCHAPTER

04CompanyandbrandfactsVolumesalesofspiritsintheUnitedStatesin2021,bybrand(in1,0009-litercases)U.S.spiritsvolumesales2021,bybrandVolumeinthousand9-litercases4,000

6,0000Tito'sHandmadeVodkaSmirnoff2,0008,00010,00012,00011,0108,793CrownRoyal7,915Bacardi6,8286,780FireballJimBeamFamilyNewAmsterdamVodkaCaptainMorgan*JackDaniel's6,3356,1455,4515,426JoseCuervo4,81231Description:Tito'sHandmadeVodkawasthebestsellingspiritintheUnitedStatesin2021withsalesvolumeexceeding11million9-litercases.Smirnoffwasthesecondspiritintermsofvolumeat8.8million9-litercasessold.ReadmoreNote(s):UnitedStates;2021;*excludesParrotBayReadmoreSource(s):AmericanAssociationofWineEconomists;TwitterVolumeshareoftheleadingdistilledspiritssuppliersintheUnitedStatesin2022VolumeshareoftheleadingdistilledspiritsuppliersintheU.S.2022Volumeshare6%0%2%4%8%10%12%14%16%DiageoSazerac15%11.8%SpiritofGallo9.7%BeamSuntory8%BacardiUSA6.5%5.8%PernodRicardUSAHeavenHillBrandsProximoSpirits5.7%4.7%FifthGenerationInc.Brown-FormanCorp.CampariAmericaConstellationBrandsMoetHennessyUSAWilliamGrant&SonsMcCormickDistillingCompany4%3.7%2.1%1.6%1.6%1.1%1.1%32Description:In2022,Diageoaccountedforavolumeshareof15percentofalldistilledspiritssalesintheUnitedStates.InsecondplacewasSazeracCompany,with11.8percent.

ReadmoreNote(s):UnitedStates;2022;*ThepublicationmaybepurchasedontheBeverageInformationGroup'swebsite.ReadmoreSource(s):BeverageInformationGroupLeadingspiritsproducersworldwidein2022,bynumberofbrands*Leadingspiritsproducersworldwidein2022,bynumberofbrandsNumberofbrands051015202530353540DiageoPernodRicard22Bacardi8GruppoCampariRadicoKhaitanHeavenHills7555Brown-FormanWilliamGrant&SonsGlobalSpirits444AlcoholSiberianGroup33Description:Diageohadthemostspiritsbrandswhichshippedoveronemillionnine-litercasesinitsportfolioofallspiritsproducersworldwidein2022.Theproducerhad35suchbrands,comparedtosecondplacePernodRicard's22brands.

ReadmoreNote(s):Worldwide;2022;*Numberofbrandssellingatleastonemillion9-litercases.ReadmoreSource(s):DrinksInternationalLeadingspiritsbrandsrankedbybrandawarenessintheUnitedStatesin2022Mostwell-knownspiritsbrandsintheUnitedStates2022Shareofrespondents40%0%10%20%30%50%60%70%80%JACKDANIEL´SSmirnoff81%79%BACARDiJimBeam77%76%CrownRoyalHennessy74%74%CaptainMorganBaileysJoseCuervoGreyGooseVodkaAbsolutVodkaMalibu72%71%70%70%69%68%68%Seagram's34Description:JACKDANIEL`Sisthemostwell-knownspiritbrandintheU.S.BasedinLynchburg,Tennessee,theAmericanwhiskeybrandisrecognizedby81percentofonlinerespondents.Smirnoffcomesinsecond,withabrandawarenessof79percent,followedbyBACARDiandJimBeam.Aperol,ontheotherhand,isatthebottomofthislisthavingbeenrecognizedbylessthanone-fourthofinternetusersintheUnitedStates.ReadmoreNote(s):UnitedStates;MarchtoOctober2022;1247respondents;18to64yearsSource(s):ConsumerInsightsCHAPTER

05ConsumptionDistilledspiritsconsumptionintheUnitedStatesfrom2004to2022(inmillion9litercases)U.S.distilledspiritsconsumption2004-2022350300250200150100500200420052006200720082009201020112012201320142015201620172018201920202021202236Description:In2022,U.S.distilledspiritsconsumptionamountedtoabout290.79million9litercases.Thisrepresentedanincreaseof5.4percentcomparedtothepreviousyear.

ReadmoreNote(s):UnitedStates;2004to2022;*ThepublicationmaybepurchasedontheBeverageInformationGroup'swebsite.Figureswereroundedtoprovideabetterunderstandingofthestatistic.

ReadmoreSource(s):BeverageInformationGroupDistilledspiritsconsumptionintheUnitedStatesin2017to2025(inthousand9litercases)DistilledspiritsconsumptionintheU.S.2017to2025400,000350,000300,000340,792324,126307,169290,786275,880251,909240,436250,000200,000150,000100,00050,0000233,772228,7592017201820192020202120222023*2024*2025*37Description:DistilledspiritconsumptionintheU.S.isprojectedtoreachmorethan340million9litercasesby2025.In2022,thatfigurestoodat291millioncases.ReadmoreNote(s):UnitedStates;2022;*Projection.ThepublicationmaybepurchasedontheBeverageInformationGroup'swebsite.ReadmoreSource(s):BeverageInformationGroupConsumptionofdistilledspiritsintheUnitedStatesin2022,bycategory(in1,0009litercases)DistilledspiritconsumptionintheU.S.2022,bycategoryConsumptioninthousand9litercases30,000

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50,000010,00020,00060,00070,00080,00076,89790,000VodkaCocktails/RTDStraightAmericanwhiskeyTequila/MezcalRum50,26831,23629,86824,05521,81718,62514,38512,1099,8317,3256,1182,470Cordials&liqueursCanadianwhiskyBrandy&cognacBlendedAmericanwhiskeyGinBlendedScotchIrishSinglemaltScotch38/statistics/463087/us-consumption-of-distilled-spirits-by-categoryVodkaaccountedforthelargestamountofvolumesalesofspiritsintheUnitedStatesin2022.Inthatyear,76.9millioncasesofvodkaweresold,morethandoublethevolumeofcocktailsandready-to-drinkbeverages,thenextbestsellingcategory.

ReadmoreNote(s):UnitedStates;2022;*Thepublicationma