American whiskey is gaining steam as its mother category retains a leading position on-premise in the last 12 months, according to NIQ-owned on-premise data firm CGA.
Whiskey was the largest spirit category by dollar value on-premise, and held 26% of total spirits dollar value share in the 52 weeks ending June 15 versus the same period last year. By volume the category came in second, representing 24% of total spirits volume share.
Within whiskey subcategories, small volume share bumps for American whiskey (+1.1%) and Irish Whiskey (+0.5%) point to positive momentum and evolving tastes among bar and restaurant goers. Canadian whiskey, despite representing 21.4% of the whiskey market, dropped volume share by -1.1 share points. The news isn’t all rosy for the top subcategories, as whiskey has been hit by the same slowdown impacting spirits overall.
Here’s where the subcategories stand:
- American whiskey leads the nine-liter case volume share of whiskey at 54%, but is down by volume since the same period last year by -8.1%.
- Canadian whiskey represents 21% of volume share, but dropped -14.1% in volume.
- Irish whiskey holds 18.7% of volume share, down -7.5% in volume.
- Scotch holds 5.4% of volume share, with the largest decrease in volume at -17.7%.
Further diving into American whiskey, straight bourbon is the star of whiskey’s rise on-premise, boosted by +1.2 share points in distribution gains compared to the period last year. Tennessee also saw growth and came in second-highest for volume share, while blended whiskey lost volume by -1 share points.
Here’s the overview of American subcategories:
- Straight-bourbon dominates the volume share of American whiskey at 52%, down -3.3% in dollar sales, -5.9% in volume.
- Tennessee whiskey holds 30% of volume share of American whiskey, falling -4.7% in dollars, -7.5% in volume.
- Blended represents 9% of volume share, with a -15.1% decline in dollars and -17.8% dip in volume.
- Rye holds 7% of volume share, down -6.2% in dollars, -8.5% in volume change.
As for geographic hold, straight-bourbon is showing year-on-year share growth across almost all key U.S. states, with Pennsylvania and Louisiana among those recording the highest rises in share of the market.
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