Tito’s Handmade Vodka overtook Diageo’s Smirnoff brand as the top-selling spirit in the US last year, according to IWSR. Tito’s, which is independently owned, grew 20% in volume in 2019. For the first time in over a decade, Smirnoff dropped to the No. 2 spot, followed by Brown-Forman’s Jack Daniel’s Tennessee Whiskey at No. 3, Sazerac’s Fireball at No. 4, and Diageo’s Crown Royal at No. 5.
Total alcohol consumption in the US grew by 0.3% in 2019, totaling $167 billion in value. Although the increase is a small one, the 0.3% growth is a reversal from the 1% decline in consumption seen the previous two years.
Spirits consumption increased by 2.3% in volume, while wine and beer consumption fell by 0.9% and 2.3%, respectively. 2019 marks the fourth consecutive year for beer declines, however, it was the first year wine consumption decreased in 25 years. IWSR’s chief operating officer for the Americas, Brandy Rand, attributed the decline in wine consumption to millennials showing a preference for spirits and hard seltzers, as well as the rise of low and no-alcohol products.
Source: USA Today, January 2020