US spirits sales decline in 2024 amid changing market trends
USA – Sales of spirits in the United States declined in both volume and value in 2024, according to data from the National Alcohol Beverage Control Association (NABCA).
US spirits volumes fell 0.9 percent to 61.2 million nine-litre cases for the year ending December 31, 2024.
Sales value also dipped slightly, decreasing 0.3 percent to US$13.6 billion. Month-on-month figures for December reflected a sharper decline, with volume sales dropping 1.5 percent to just under six million cases and sales value falling 1.8 percent to US$1.42 billion.
Despite the overall decline, Tequila saw growth, with volume sales rising 6.2 percent to 6.9 million nine-litre cases. The category’s value increased 7.4 percent to US$2.51 billion.
In December alone, Tequila volume sales grew 5.8 percent, while value sales increased 5.7 percent.
Cocktails and a category classified as “other imported whisky” were the only other segments to experience volume growth in 2024.
Cocktail sales surged more than 22 percent, aided by regulatory changes that eased restrictions on the sale of canned ready-to-drink (RTD) beverages in Pennsylvania. Sales of “other imported whisky” saw marginal growth of 0.3 percent in volume.
Other spirits categories recorded declines. The NABCA data showed that sales of brandy and Cognac fell 8% to 2.5 million cases, with dollar sales dropping 3.4 percent. Rum volume sales declined 7.5 percent, while Scotch whisky saw a 7.2 percent decrease.
Canadian whisky sales also fell 2.6 percent to 5.8 million cases.
The decline in Canadian whisky sales comes as former President Donald Trump announced plans to impose a 25 percent tariff on imports from Canada and Mexico, set to take effect on February 1, 2025.
Meanwhile, the US Department of the Treasury’s Alcohol and Tobacco Tax and Trade Bureau (TTB) has proposed new regulations requiring alcoholic beverage labels to disclose alcohol content and nutritional information.
The proposed “Alcohol Facts” label would include details such as alcohol by volume (ABV), alcohol content in fluid ounces, calories, carbohydrates, fat, and protein.
Additionally, a new rule has been introduced requiring major food allergens to be listed on labels for wines, distilled spirits, malt beverages, and beers.
These measures aim to provide consumers with greater transparency regarding alcohol content and health-related risks, following public health warnings, including a US Surgeon General advisory highlighting links between alcohol consumption and cancer.
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