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{ Available Summer 2016} HANDBOOK 2016 2016 2016 HANDBOOK HANDBOOK HANDBOOK 2016 2016 2016 LIQUOR LIQUOR LIQUOR LIQUOR LIQUOR LIQUOR LIQUOR LIQUOR LIQUOR ONLINE: www.bevinfostore.com EMAIL: asims@epgmediallc.com PHONE: 203-855-8499 ext. 2251 FAX: 203-855-9446 MAIL: EPG Media LLC, Attn: Handbook Department PO Box 75018, Chicago, IL 60675-5030 È In-depth written analysis by category È Distilled spirits consumption by category and state— historical and projections È Top 50 metro markets for distilled spirits by category È Top 150 spirits brands È Supplier performance È Advertising expenditures by medium È Consumer demographics THE LIQUOR HANDBOOK 2016 contains the most accurate, in-depth and timely information on the U.S. distilled spirits market. This edition will help readers understand distilled spirits trends, create the most effective sales and marketing strategies, identify opportunities for new products and recognize key issues impacting consumption. Distilled Spirits House of Dewar's Bacardi USA 1,180 1,209 1,243 1,186 1,181 -0.4% Johnnie Walker Black Diageo 810 860 940 886 814 -8.1% Johnnie Walker Red Diageo 705 680 710 712 648 -9.0% Clan McGregor William Grant & Sons 540 508 470 463 453 -2.2% Buchanan Diageo 235 270 335 430 418 -2.8% The Glenlivet Pernod Ricard USA 331 361 387 387 424 9.6% Chivas Regal Pernod Ricard USA 397 393 392 358 359 0.3% The Macallan Edrington Americas 146 159 186 209 235 12.4% Inver House Sazerac 205 202 197 186 188 1.1% Scoresby Diageo 250 224 205 180 149 -17.2% Total Leading Brands 4,799 4,866 5,065 4,997 4,869 -2.6% Others 3,756 3,774 3,760 3,713 4,281 15.3% Total Scotch Whisky 8,555 8,640 8,825 8,710 9,150 5.1% (p) Preliminary. LEADING BRANDS OF SCOTCH WHISKY, 2011 - 2015 (Thousands of 9-Liter Cases) Brand Supplier 2011 2012 2013 2014 2015p % Chg District of Columbia 113 New Hampshire 112 New Jersey 92 New York 76 Connecticut 70 Delaware 66 Massachusetts 65 Florida 63 Nevada 60 Rhode Island 54 National Average 39 (p) Preliminary. TOP 10 MARKETS FOR SCOTCH WHISKY, 2015 (9-Liter Cases per 1,000 Adults) State 2015p California 1,381 1,418 New York 1,101 1,122 Florida 921 960 New Jersey 586 606 Texas 493 520 Massachusetts 307 327 Illinois 304 324 Pennsylvania 212 212 Georgia 189 198 Maryland 187 196 Top 10 Total 5,682 5,883 % of U.S. Total 65.2% 64.3% U.S. Total 8,710 9,150 TOP 10 MARKETS FOR SCOTCH WHISKY, 2014 AND 2015 (000 9-Liter Cases) State 2014 2015p Handbook Advance 2016 45 _2016_ADVANCE 007-082.indd 45 3/31/16 3:59 PM Distilled Spirits Vodka Rum Tequila Mil. Cases 0 10 20 30 40 50 60 70 80 2015 2013 2014 71.3 72.0 72.8 24.7 26.8 25.1 13.8 14.3 14.9 DISTILLED SPIRITS CONSUMPTION BY CATEGORY, 2013 - 2015 (Millions of 9-Liter Cases) Brandy & Cognac Cordials & Liqueurs Prepared Cocktails Mil. Cases 0 5 10 15 20 25 2015 2013 2014 10.7 11.1 11.7 24.1 22.2 23.5 5.3 4.8 4.9 Handbook Advance 2016 31 _2016_ADVANCE 007-082.indd 31 3/31/16 3:59 PM THE LIQUOR HANDBOOK