Each February, the Distilled Spirits Council of the United States (DISCUS), a trade organisation, delivers an economic briefing that offers detailed sales data for each spirits category. Every year for more than a decade, the underlying theme has been growth. Social media, traditional media coverage, and legislative measures that put liquor on equal footing with beer and wine all drove growth, even during the pandemic years, when people happily splurged on premium spirits. Then 2023 rolled around.
First, the good news: spirits grew from 28.7 per cent of the market share revenue in 2000 to 42.2 per cent in 2023, beating out beer, which fell from 55.5 per cent in 2000 to 41.8 per cent. Vodka, always the top performer volume wise, clocked in at 74.9 million 9-litre cases, a…
