Wine, Beer and Spirits in the United States Report

EXECUTIVE SUMMARY

In 2008 and 2009, on-trade* volume sales of alcoholic beverages declined, while off-trade volume sales continued to grow, causing an overall growth in the alcoholic beverages sector. Many Americans are purchasing more domestic beer, which remains the highest grossing alcoholic beverage. However, Canadian exports of alcoholic beverages to the United States (U.S.) declined 10.5% between 2008 and 2009.

Before the recession, premium alcoholic beverages were gaining market share, a situation that was reversed during the recession. Although the alcoholic drink market is expected to remain stable, premium beverages are expected to capture market share from non-premium alcoholic drinks as the market improves.

Anheuser-Busch Inbev and MillerCoors, controlled 81% of the U.S. beer market in 2009. In the wine and spirits market, however, competition is more fragmented.

Over the next few years, the prime drinking market segment (ages 21-29) will slow to a 1% growth rate, forcing the alcoholic drink market to target consumers in their 30s. Marketing towards the older consumer is significantly different, as these consumers are more aware of quality and differentiation among products (such as wine varieties).

*On-trade = alcoholic beverages sold in restaurants, bars, etc.
Off-trade = alcoholic beverages sold in retail stores