Gin market in the U.S. - Statistics & Facts
Gin, like many other segments of the alcoholic beverages industry, is in a period of uncertainty. While gin had received a boost in popularity a few years ago as consumers rediscovered cocktails, consumption in the United States has declined more recently. Some of this may be due to general headwinds in the industry from rising costs and a generational shift in alcohol consumption among consumers coming of drinking age. On the other hand, the broader spirits category appears robust so consumers may simply be exploring the current darlings in the industry like tequila and read-to-drink beverages.
While consumers may be tiring of gin in the domestic market, consumers abroad are still interested. The export volume of gin from the U.S. has exploded. Compared to 2018, the export volume of gin is up over 200 percent. At the same time, new gin product introductions from the United States have trended upward. Some of this may be bound for markets abroad but suppliers are surely hoping to develop the products that lure Americans' interest back to the beverage.
Declining consumption
The bump in gin consumption during the pandemic looks like it was an aberration, rather than a change of direction for the industry. In 2023, gin consumption in the United States amounted to 9.6 million 9-liter cases, marking the third consecutive year of declining sales volume for the category, amid a longer downward trend. This decline is expected to continue, with forecasts predicting a 5.88 percent decrease in volume of per capita gin consumption between 2024 and 2029, reaching an estimated 0.16 liters by 2029.Domestic market struggles while exports defy the trend
The struggles of the gin market are exemplified by Seagram's Gin. Despite being the most recognized gin in the country, the brand recorded sales of approximately 1.25 million 9-liter cases in 2023, tracking the recent ups and downs of the gin segment. Seagram's holds roughly 13 percent of the gin market share in the U.S., second only to Tanqueray which controls 14 percent.While consumers may be tiring of gin in the domestic market, consumers abroad are still interested. The export volume of gin from the U.S. has exploded. Compared to 2018, the export volume of gin is up over 200 percent. At the same time, new gin product introductions from the United States have trended upward. Some of this may be bound for markets abroad but suppliers are surely hoping to develop the products that lure Americans' interest back to the beverage.
